Create Ads That Lead to Action

Use images and videos to get more attention and engagement.

Choose a Format That Goes with Your Goals

Take advantage of Snapchat ad formats designed to help you reach your goals, such as:

Single Image or Video Ads

Make an impact immediately. Use these versatile formats for any business objective, from awareness to purchase.

Collection Ads

Showcase a series of products. Create a smooth shopping experience that makes it easy to browse and buy.

Story Ads

Reach people with a series of videos. Connect with them between posts or through a branded tile in the Discover section.

Build Your Ads Around Action

Create a message focused on what you want people to think, feel, and do.


You can use a brand name (optional) instead of your profile name to feature a product.


Use the headline to tell people why they should care about your ad.


Add a call to action (CTA) that tells people what to do after they see the ad.

Snapchat Ad example with where to put your brand name
Snapchat Ad example of where your headline text goes
Snapchat Ad example of where the Call to Action goes

Use Video to Maximize Your Message

Feature a video in your ad to get more engagement and better results.

  • Keep it short. 3–5 seconds should be enough to get your message across.

  • Focus on one message. Tell people what you want them to do.

  • Keep it authentic. Film with your phone and talk directly to the camera.

  • This approach helped She’s Birdie get a 2.4x return on ad spend (ROAS).

Create Videos for Free with Snap Publisher

Customize a video template

  • Pick a template that fits your objective.

  • Upload images or videos, or search the free stock library.

  • Customize the layers until you’re happy with your video.

Design a video from scratch

  • Add images, videos, audio, text, or shapes.

  • Edit and transform the layers of your video.

  • Review and make edits until you’re happy with the video.

Pro Tip

You can also use Snap Publisher to convert widescreen or square videos to Snapchat’s vertical format. So if you’ve already created videos to use on other social media platforms, you can use them for Snapchat ads, too.

Frequently Asked Questions

What is ad creative?

The term “ad creative” refers to the visual and text elements that make up your ad. This can include images, videos, and text overlays.

How long can my video be?

Video ads must be between 3 and 180 seconds long, and the maximum file size is 1 GB.

However, if you create the video in Snap Publisher, the maximum length is 30 seconds. To create a video that’s longer than 30 seconds, you’ll have to use external editing software and upload the video to the Creative Library.

See the specifications for video ads to learn more.

What kinds of images and videos can I use?

See Snap’s advertising policies for information about the kinds of images and videos you can use.

How can I be sure I’m using the right creative in my ads?

Testing your ad creative can help you learn what works best for your audience. Using the formal A/B test tool usually makes it easier to see which ad creative is the most effective.

For example, you could run an A/B test with one version that features a video or photo of a product and another version that features a video or photo of a person using the product.

No matter which way you decide to experiment, you should use Ads Manager to monitor your ad results.

What are some common mistakes businesses make when creating their Snapchat ad creative?

Some common mistakes include using low-quality images or videos, creating content that’s not relevant or engaging to their target audience, and not including a clear call to action.

What do I do if my ad was rejected because of the creative I used?

You can edit your ad and resubmit it with the edited creative.

Create ads that get more attention and engagement.

Create an Ad