Snapchat: targeting and ad formats

In 2022, Snapchat had 319 million daily users and 500 million monthly users. Focusing on France, Snapchat had 18.1 million daily active users and 25 million monthly users in January 2022. It is a particularly interesting social network because it reaches a relatively young audience: in France, 48% of users are under 25. This makes Snapchat an essential channel for certain advertisers.

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What targeting options are available on Snapchat Ads?

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With Snapchat, it is possible to target users based on several criteria.

• Geographic criteria: you can target users based on their location.
• Demographic criteria: as with other ad platforms, you can target users by age, gender, and language.
• Audiences: you can target predefined audiences set by Snapchat by selecting interests, lifestyles, or behaviors.

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It is also possible to target custom audiences: pixel audiences or lookalike audiences.

• Devices: Finally, you can also target users based on the device they use, with a high level of precision since the exact device model can be selected.

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What ad formats are available on Snapchat?

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• Single Video format: This is a vertical video that appears in full screen between the stories the user is watching.

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• Collection format: This format is a Single Video Ad with a focus on 4 products from the product catalog.

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For both of these formats, we recommend using videos of 5 to 12 seconds, with the main message delivered within the first 2 to 3 seconds. It is important to plan for audio content, as 66% of users consume content with the sound on.

• Dynamic format: Dynamic Ads also appear between stories and are available in Video or Collection format. This format is interesting because it uses the product catalog to automatically create ads.
  
  
• Story format: This format appears in the Discover section of the platform. It is used to reach new users and maximize reach. This ad format consists of a cover image with your logo and 3 to 20 videos or images. Snapchat recommends using 3 to 6 videos to maximize performance.
  
  
• Augmented Reality Lens format: This format is located in the camera section of the app. The AR Lens ad delivers an augmented reality brand experience, which significantly improves ad recall. In this case, the user becomes a content creator for the brand.
  
  

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