Table of

Contents
Chapter 1 Why Should Small Businesses use Snapchat?

Chapter 2 How Brands are Using Snapchat for Business.

Chapter 3 How to use Snapchat for Your Business.

Chapter 4 Snapchat Business Success Stories.

CHAPTER
ONE

Why Should
When Snapchat was released to the public in 2011 it
quickly integrated itself in youth culture as a new favorite

Small
line of communication and form of social media for
young people. “What’s your Snap?” became a colloquial
greeting seemingly overnight and has proven its staying

Businesses use power with a new wave of youth, just last year 73% of
18-24 year old Americans used Snapchat with 77% of

Snapchat?
users saying they use it every day.

Snap, the company behind Snapchat, is known to the

masses as a creative multimedia innovator for individuals
and brands— a platform that gives you the opportunity to
stretch your creative legs by producing unique content
in a variety of forms. Thanks to Snapchat’s self-service
Ads Manager, Snap has also become a new opportunity
for brands and organizations to connect with their
audiences.

3
Snap’s Ads Manager makes sure that businesses of Why are Snapchat Ads Important?
any size, and with any marketing budget, can include
238 million people use Snapchat every day, that is 238
advertising on Snapchat in their social media marketing
million potential pairs of eyes on your brand when you
strategy. With Snapchat Ads Manager there is no
choose to utilize Snapchat ads. However, Snap is not
minimum spending required, instead you can create
only a great marketing tool to spread awareness of your
Snap Ads at affordable prices directly from the Snapchat
brand, it is also an opportunity for you to showcase to
site.
the masses what makes your organization so special and
necessary.

iMac Mockup Real Time for a Real Audience

Real-time interaction is having a moment right now with

many popular social media platforms rolling out their
own take on live communication. However, Snapchat’s
interface is ideally suited to capturing and sharing
moments that are happening in real time. Due to the
urgency of the form, Snap is ideal for brands that want to
showcase the human side of their organization.

4
 Snapchat, now a seasoned veteran of the craft, provides an avenue for
brands to connect with potential customers in an unmediated fashion.
The ads you run will be different depending on the platform you choose
iPhone Mockup
to advertise on. Snap Ads are an opportunity for you to showcase a less
filtered, and therefore more immediate, side of your brand. Attract new
clients, new candidates, or brand advocates by inviting them behind the
scenes.

Meet Your Market Where They Are

The success of B2C marketing strategies lies in the brand’s willingness

to connect with customers on their level. Instead of using your inbound
marketing energy to target leads in the wrong places, focus on meeting
your market where they already are. Millennials and Gen Z make up the
vast majority of active Snapchat users and they have a combined direct
spending power of 1 trillion dollars. They use Snapchat to communicate,
preferring video messages to text messages.

With that kind of spending power and the lack of prioritizing Snap Ads
by brands with older demographics, incorporating Snap Ads into your
marketing strategy is a surefire way to optimize your exposure to your
target audience.

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CHAPTER
TWO

How Brands are

As Snapchat evolved from a hot new social media
platform for young people to stay connected with one

Using Snapchat
another into a hot established platform for brands to
raise awareness of their organizations and convert views
into sales, some brands have risen to the challenge

for Business especially well.

TRUFF + Video Ads and Story Ads = 34.67%

Return on Ad Spend

Luxury hot sauce brand, TRUFF quickly achieved viral

status upon launching in 2017 and has since gained a
loyal following of foodies, influencers, and celebrities
alike. Their objective on Snapchat was to reach new
customers profitably, and engage with Snapchatters who
are communicating with close friends and family on a
daily basis.

6
The key to their success? Video Ads and Story Ads. Coca-Cola + Animated Filter = 4.9 Million
Working with video creative captured with an iPhone, Impressions
TRUFF was able to launch ads quickly using Snap
Publisher. Using a series of Video Ads and Story Ads
to showcase their delicious hot sauce being used
in everyday situations, TRUFF found that raw video
creative resonated well when prospecting new potential
customers, and more polished content worked best for iPhone Mockup
retargeting campaigns.

Using a winning combination of Video Ads and Story

Ads, and by utilizing Ads Manager’s goal-based bidding,
TRUFF was able to acquire new customers at a much
lower price compared to other platforms. TRUFF
achieved a 162% drop in cost per impression when
compared to other platforms, a 71.24% drop in cost
per page view when compared to other platforms, and
a 30.52% decrease in cost per purchase compared to
other platforms. Overall, TRUFF was able to achieve a
34.67% boost in ROAS (return on advertising spend) Source: Snapchat for Business

when compared to other platforms.

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On 6 July 2018, the Belgian Red Devils faced Brazil in
the World Cup 2018 Quarter Final. With the country
buzzing with excitement, Coca-Cola decided to run
a National Filter on the day of the match to own the
moment by helping enhance the many Snaps shared on
game days.
Ogilvy Social.Lab designed a minimal & effective
animated Filter, with highly shareable copy and fun
animated footballs popping up like Coca-Cola bubbles.
Belgian Snapchatters not only loved their country’s win
over Brazil, they also very much loved the Filter, using it
to share their joy with their friends in the most creative
way possible.
Ultimately, Coca-Cola was able to use Snapchat’s young
primary demographic to connect with inBelgian teens
& young adults, reaching over 1.2 million fans and
achieving a share rate of 11.4%.
Bryan Anthonys + Snapchat’s product suite =
58% Lower CPM
Bryan Anthonys, the female jewelry brand committed
to positivity and empowering women to feel confident
about their personal style, wanted to increase brand
awareness and drive sales throughout the holiday
season when they turned to Snapchat’s full product suite
for help.
To spark Snapchatters’ curiosity about their products,
Bryan Anthonys used Story Ads to broaden their
reach and share their brand message. By introducing
their brand to users in a native Story Ad environment,
Bryan Anthonys was able to show their wide range of
jewelry offerings while gaining insight on users, further
encouraging them to make a purchase. Bryan Anthonys
also leveraged a range of predefined targeting criteria,
including Snapchat Lifestyle Categories: Fashion & Style
Gurus, Luxury Shoppers, and Beauty Mavens to reach
Snapchatters who would most likely swipe up to make a
purchase.
8
Ultimately, Bryan Anthonys saw positive returns on their interactive ad experiences to let young beauty fans try
Snapchat marketing campaign achieving a 3.38x return before they buy.
on ad spend. Snapchat proved to be an efficient partner
to both scale and convert users through an array of
A selfie Lens was a natural fit for the brand’s goal:
different ad formats, seeing a 58% lower CPM versus
to let Snapchatters virtually try on the Light Therapy
other competitors. This resulted in a 3.1% conversion
Acne Mask in a fun and interactive way. The Lens not
rate on Snap Ads alone. By using the suite of Snapchat
only offered the type of in-person demo previously
products in tandem, Bryan Anthonys saw an influx of
only available at a beauty counter, but also allowed
store activity and even had to hire additional seasonal
Snapchatters to endorse the brand to their friends while
workers to keep up with demand.
learning about it.

Neutrogena + Snap Lens

Neutrogena succeeded in introducing the new product
= +21pt lift in Brand
to its desired audience. The use of creative best
Awareness
iPhone Mockup practices combined with audience targeting worked, as
Neutrogena, the beauty and
the brand saw a +40 pt lift in ad awareness and a +5 pt
skincare Vbrand, wanted
lift in action intent. In addition, Neutrogena also saw a
an approachable way to
+21 pt lift in brand awareness and a +9 pt lift in brand
introduce their new Light
favorability.
Therapy Acne Mask to the
If you are craving more Snap-spiration (Snapchat
public. To raise awareness and
inspiration!) follow these 14 Snapchat accounts for
boost sales among Canadian
insights into how they optimize their accounts to
females 13-24, Neutrogena
increase brand awareness.
wanted to tap Snapchat’s Source: Snapchat for Business

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CHAPTER
THREE

How to use To most effectively use Snapchat for marketing, the first
step you’ll need to take is to create a Snapchat Business

Snapchat for account. No matter the size of your organization, to

run ads on Snap through their Ads Manager, creating a

Your Business
Snapchat Business account is required.

Once you decide to begin using Snapchat to market

your brand it is time to strategize. Will you be using
organic or paid strategies and tactics to spread
awareness of your brand and increase conversion rates?
Why not both?

10
Organic Strategies Quick Tip: If you find yourself struggling to gain
support from your coworkers, start by explaining your
Start your Snapchat marketing strategy by mining
intention and the expected benefits from showcasing
your most valuable resource: your team. Snapchat is
them on Snapchat. For example, by highlighting your
designed to share your most creative, engaging, and
packaging department in a stream of videos they can
innovative multimedia marketing ideas. Start by hosting
have the opportunity to get the word out about what
a brainstorming session with your team to source
your company culture is like, while also showcasing
ideas on how to spread awareness of your brand on
the human faces that make up your organization. You
Snapchat. Encourage them not to hold back any wacky
can use opportunities like this to promote your brand
video idea or visuals that hadn’t worked previously in ad
identity and other parts of your supply chain and
campaigns.
team.

In addition to gathering ad content ideas, reach out to When you think of Snapchat what comes to mind? How

employees in every department of your organization about: versatility and variety. Snap users continue to

and find those who want to be featured on your flock to the app because of Snapchat’s commitment

business’ Snap account. Snapchat is the place for to creative application. You can use the same style of

personalized ads, is there anything more personal than versatile content creation that attracts users to Snapchat

your real employees? to convert those same users from audience members to
customers.

11
Content versatility and variety can look like:
• Fluidly toggling between posting videos and
still images
• Utilizing new graphics, emojis, and filters as
they are released
• Experimenting with selfie style videos as well as
point and shoot vids
• Vary the length of your videos based on subject
matter
• Be aware of how your content works in
conversation with major news events
Other organic ways to spread awareness of your
brand on Snapchat as a business involve embracing
your organization’s role as a part of the larger Snap
community. You could start by leveraging partnerships
by inviting others to be featured on your account and
asking them to feature you on theirs. Or you can start a
conversation with your audience by incorporating global
current happenings into your Snap presence by creating
engaging content that comments on real world events.
Whether you join the conversation or start one of your
own, optimizing your brand’s Snapchat presence is
about leaning into what makes Snap such a rich platform
in the first place: constant creativity possibilities.
Paid Tactics
Snapchat Sponsored Geofilters
To get the most out of your Snapchat Business account
and cast as wide of an audience net as possible in your
community, you should incorporate geofilters into your
Snap marketing strategy. Geofilters are location-based
overlays that can be found by swiping on an individual’s
Snapchat photo. Particularly useful for promoting events
and attracting a dense local audience, Geofilters can be
viewed by any Snapchat user in your chosen location.
This means once you create a Geofilter you get to sit
back, relax, and allow your audience to be attracted to
your brand.
A Geofilter is a location-based overlay you can find by
swiping right on your Snapchat photo. It’s a particularly
useful tool for promoting your business. If you create
| 12
your own Geofilter, anyone on Snapchat in your chosen
location can use that filter on their Snapchat images and
videos -- which means you’ll attract a large audience
without much effort at all.
Snapchat Geofilter Quick Tips:
• Geofilters can cover up to a 50,000,000 square
foot area
• Your filters time limit can be set from 1 hour to
1 year
• Filters are viewed a minimum of 2.16 billion
times a day
• Geofilters can be added to privately sent
photos or public posts in Stories
• Geofilters can be purchased through the
Snapchat app
Quick Tip:Try an On-Demand Snap Filter and
customize and launch your sponsored campaign in
no time.
Snapchat Smart Filters
Snapchat Smart Filters include Smart Text and
automatically populate user fields like location, name,
time, or countdown. These add a personalized touch
and the countdown is great for campaigns with a sense
of urgency.
Snapchat Sponsored Lenses
Ever since Snapchat debuted face lenses in 2016, they
have become synonymous with the platform. There was
a full three months that year where you couldn’t log
on to the app without seeing at least a dozen of your
friends with a dog filter over their face. Face lenses are
overflowing with the potential to go viral— this is where
your brand comes in.
Lenses are an opportunity for your brand to explore your
silly side, while giving Snap users an opportunity to play
with your brand’s image. To optimize your organization’s
lenses reach, incorporate nationwide sponsored lenses
into your campaign to make your lenses visible to
anyone across the country. Or, use World Lenses filters
13
that can be interacted with through 3D graphics in the
expansive virtual reality world of Snapchat. Sponsored
Lenses are another great way to promote major brand
events or product launches that will resonate with your
viewers.
Tech Requirements of Snapchat Lenses:
• Frame Rate: For iPhone 6 and higher, the Lens
should run at 27 FPS or higher. For Android Galaxy
S6 and higher, the Lens should run at 15 FPS or
higher.
• Memory: In Snapchat, the Lens should consume a
maximum of 150 MB RAM memory.
• Exported Lens Size: Once exported, the zipped Lens
should be no more than 4 MB and optimally less
than 2 MB for quicker Lens download.
• Texture Size: No texture should exceed 2048x2048
resolution. No mesh should exceed 65,536 triangles.
How to Create a Snapchat Ad
The most straightforward way to integrate Snapchat into
your marketing strategy, Snap Ads are vertical videos
that run up to 10 seconds and are run before Snapchat’s
original shows, curated Our Stories, and between
publicly posted stories. Snap Ads are most commonly
used as inbound marketing CTAs that direct users to
your brand’s landing or sales pages.
Snapchat Ads are easy to create and manage. They can
be used to raise awareness for your business, boost
consideration for your products or services, and drive
conversions. To start advertising on Snapchat, first you’ll
need to create a Snapchat Business account.
1. Set up your personal account
To start advertising with Snapchat, you’ll first need a
personal Snapchat account. Set up an account online or
from your phone using these directions.
| 14
2. Create your business account
Use your username and password to create a business
account by logging into Ads Manager, Snapchat’s self-
serve advertising tool where you can create and buy ads
on Snapchat.
3. Create your first campaign
Once your business account has been created, you will
be prompted to create your first Snapchat Ad within Ads
Manager.
4. Download the Snapchat App
Don’t forget to download Snapchat for iOS or download
Snapchat for Android!
When creating a campaign in Ads Manager, you can
choose between two workflows:
With Instant Create, you can create a single ad in less
than 5 minutes:
1. Choose your objective
• Website visits
• Calls & texts to your business
• App installs
• App visits
2. Design your ad
Upload an image or video, select an existing one from
your Library or input your URL and let Snap import
images directly from your website.
3. Set targeting, budget and duration
Select your demographic and location targeting,
input your budget, and campaign duration.
4. Add payment details
If you don’t have an active payment method linked to
your Snapchat business account, input a new one.
5. Publish
Review, publish and analyze results!
The Advanced Create workflow lets you create
multiple ad sets with advanced targeting and goal
options.
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 1. Choose your objective 1. Single image or video Snap ads
• Awareness
Add an image or video and viewers can swipe up to take
• Consideration
action.
• Conversion
2. Collection Snap ads
2. Name your campaign
Feature a series of products that viewers can tap for
Name your campaign, choose an ad format, and
more info.
select your audience.
3. Story ads
3. Build ad sets
Story ads can be 3-20 seconds and are featured as story
Set the duration and budget for your campaign and
tiles in Snapchat’s Discover section.
determine the placement of your ad. Enable the
Snap Pixel to measure the cross-device impact of 4. Lenses AR experience
campaigns. Lenses give your viewers an immersive augmented
4. Design your ad reality experience they can play with and share with
friends.
Upload creative, add brand messaging and
calls-to-action. 5. Commercials

5. Publish Commercials are non-skippable and can be 3-6 seconds,

and Extended Play Commercials range from 3-180
Review, publish and analyze results!
seconds and the first six seconds non-skippable.

6. Filters
Snapchat Ad Types
Filters are art that appears over a user’s Snap image
Snap offers six different Snapchat ad formats for when they swipe left or right. They can be geo-targeted
businesses. or include Smart Text.

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CHAPTER
FOUR

Snapchat
Newchic uses Single Image Ads to target
their most engaged audience

Business
Newchic, founded in 2014, is an online fashion
shopping destination with an expansive offering of

Success Stories
fashion products in a one-stop online shopping paradise
for a global audience. Newchic partnered with Snapchat
with the goal of driving app installs through mobile
advertising to the Middle Eastern Audience of shoppers.

With a goal of +2.5 ROI on their advertising spend,

Newchic used Single Image Ads to drive app installs by
using creative ads that showcased their most popular
products, keeping text, color and style treatment
consistent across all ads. Newchic also utilized
Snapchat’s Goal-Based Bidding to help get their
advertisements viewed by Snapchatters who were most
likely to engage with their ad and download their app.

17
By running this campaign from the beginning of Q4
to end, they were able to see their +2.5 return on
investment, almost three weeks ahead of their projected
schedule.
iPhone Mockup
Source: Snapchat for Business
“Snapchat attracts a large number of loyal users with
innovative social ideas. High quality and exclusive users
create a blue sea for advertisers.”
- Miko Su, Newchic Marketing Head
e.l.f. Cosmetics efficiently utilizes Snap Ads
to reach Gen Z
e.l.f Cosmetics’ “e.l.f.ing Amazing
Campaign” tapped into Snap’s
valuable millennial and Gen Z iPhone Mockup
audience in order to efficiently
gain share while working to
continuously optimize awareness
and brand building. After utilizing
Snap Ads e.l.f. Cosmetics saw a
twenty percent increase in site
visitation in Q1 2020 vs. Q4 2019
Source: Snapchat for Business
“Our business is growing and our
message is clearly resonating with Snap’s core Gen Z
and Millennial audience. In partnership with our media
agency, Tinuiti, we utilized Snap Ads to efficiently help
our consumers shop for new eye, lip, face and skin care
products, and implemented Dynamic Ads to further
optimize and personalize our ads for our customers.
We continue to innovate and optimize across Snap’s
ecosystem, which has led to significant drops in CPAs,
one of our priority performance marketing objectives.”
-Kory Marchisotto, e.l.f. Cosmetics CMO
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Venom Snapchat campaign drove 1 million My Jolie Candle sees the best return on
incremental Movie Ticket Sales ad spend from Snapchat vs. other paid
networks
My Jolie Candle, a French digital native brand that
Before Sony Pictures’
creates and sells quality candles and bath-bombs, began
theatrical release of
advertising on Snapchat to get the best overall return on
Venom, they promoted
ad spend possible. Looking to attract new customers at
the movie with a custom
iPhone Mockup
the lowest cost, My Jolie Candle chose to broadcast ads
character Lens that
optimised toward the Snapchat Pixel Purchase event to
included voice changing
get the most out of its investment.
technology and quickly
went viral. Venom’s
Snapchat marketing
To explain their product & show specific Black Friday
campaign also included a
offers, MJC used the Story Ad format, targeting it to an
red carpet Live Story Ad
audience that was interested in buying their products.
and Snap Ads that swiped
The results of their Story Ad optimised toward purchases
up directly to ticketing,
campaign, fulfilled their expectations: Return on Ad
effectively driving people
Spend for their Snapchat campaign was 13% higher
Source: Snapchat for Business
into theaters.
than on their other channels, while their acquisition costs
Venom’s Snapchat Lens garnered 45 million Impressions were 18% cheaper than other channels.
and their Snap Ads led to 1 million movie ticket
purchases.

| 19

iPhone Mockup
Source: Snapchat for Business
“Thanks to Story Ads optimised toward Purchase, we
managed to control our costs and reach a massive
audience. Overall, the campaign was really successful for
us.”
- Delphine Feautrier, Social Ads Scientist, My Jolie Candle
For insight into HubSpot’s personal Snapchat Strategy,
check it out right here.
To become a pro at Snap Ads, use Snap Focus, a
resource center for creators to master ROI, creative, and
best practices.
To sum it all up, Snap Ads are all about delivering your
message in a human, approachable, genuine way to
your audience. Businesses of all industries and target
audiences can find success in Snap Ads and experiment
with the various formats until they find the one that’s
most effective for their following. Happy Snapping!
Take control of your marketing strategy.
Learn more about HubSpot’s free marketing tools
Get Started
20
Thank you for reading!