Creative Best Practices and Ad Safety Zones

Capture attention and convey your proposition from the first frame. 

• Deliver the key message / proposition as quickly as possible

• 0:03–0:05 is the sweet spot for video length to drive action

Sound is the key to make your ad stand out.

• Soundtracks, sound effects, voiceovers, and addressing the camera directly are all highly recommended!

• 60% + of ads are watched with sound on¹

Focus on one key message / proposition within the creative. If you have more than one message to deliver, build multiple creatives. Ways to deliver the message:

• Hero copy

• Key visuals

• Promotions / discounts

Some of the best performing ads on Snapchat are styled like user content:

• Film with a phone for authenticity

• Talk directly to the camera

• Have text overlays to showcase a CTA

Encourage users to take action on creative using:

• The antagonistic approach: “Can you beat…”

• Delivering via VO: “Swipe up to play now!”

• Using branded copy: “Swipe up / play now”

• “Join millions of people across the world…”

• Lead with clear & compelling offers, headlines, and captions to entice Snapchatters to shop

• Feature your products, value props, or offers front and center in your ad creative

• Include any promotions or sales in the headline or caption to drive urgency