Following on from its tie up with Amazon, Snapchat has also rolled out Shoppable Snap Ads to any advertiser through Snapchat’s self-serve buying tool.
This new, made-for-commerce format allows a brand to feature a collection of products on their Snap Ad, where users can tap directly to the product details.
Initial testing has shown exceedingly strong performance for some of the world’s biggest brands. For instance, eBay saw a five times higher engagement rate with Shoppable Snap Ads compared to standard Snap Ads featuring the same products. Online retailer Wish.com saw a 17-times higher engagement rate with Shoppable Snap Ads compared to standard Snap Ads featuring the same products and clothing brand Guess saw a four-times higher engagement rate with Shoppable Snap Ads compared to standard Snap Ads featuring the same products.
Meanwhile, Snapchat is also introducing Product Catalogues, where advertisers can import their existing product feeds to Snapchat’s platform. Product feeds are files, often spreadsheets, that contain all the relevant product information for items they sell on their website, such as image, price, colour etc.
This ‘library’ of assets can be used automatically create a number of Product Ads – Story Ads, Snap Ads and the new Shoppable Snap Ads – through brand new templates in Ads Manager. This increases the speed of ad creation and allows advertisers to test and learn more rapidly.
Using the Snap Pixel, advertisers can create more customized audiences from the actions users take on their site, such as browsing certain product categories like shoes or furniture. This will allow them to deliver more relevant ads to Snapchatters based on their unique shopping preferences.
Snapchat is also expanding its ‘Snapchat Partners’ for commerce, DR, and performance advertisers, adding more than 30 new performance agency partners, certified to help with e-commerce, direct response, and data-driven advertising. This programme recognises and certifies industry-leading agencies that help advertisers with everything from pre-campaign strategy to creative execution.
Expanding advertiser education with online webinars. Snapchat is hosting two online training sessions on the Snap Pixel and e-commerce marketing in September & October. Registration and details can be found on our blog.
Tom Everson, Head of Paid Media at Lounge explains why it works for his company: “Initially, the reason we began to advertise on Snapchat was due to rapid growth at Lounge Underwear. We wanted to explore other avenues and ways to increase revenue outside of Facebook and Instagram. The support we received from Snapchat account managers really allowed us to accelerate the whole process, allowing us to be up and running within a couple of days.
“One of the main reasons Snapchat stood out originally was due to the similarities in tracking capabilities vs Facebook and Instagram, and the adoption of a similar creation process. We’d previously read articles around the cost of Snapchat advertising being a lot cheaper vs other platforms, and the results within the first 24 hours of being active backed this notion up. In terms of actual results, we’re currently seeing CPM around 550% cheaper on Snapchat vs any other platform, and cost per click around 440% cheaper.”
Everson continues: “The challenges we faced as a brand meant we needed to return a positive ROI in the early stages of activity for us to continue advertising on the platform. With the early support from our account manager, we got up and running with the results we needed across UK/US and AUS. With 80% less spend on Snapchat vs Facebook and Instagram, we managed to deliver a 461% increase in traffic from paid ads.
“Creatively we’ve approached Snapchat in a different way to other platforms. We’ve teamed up with different influencers to create native-looking content that we know resonates with our target audience. This is a first for Lounge and something we’ve been unable to execute successfully on other platforms. Not only does this lower the cost of video production, but has also increased the avg. view time on ads.”