Creative Best Practices and Ad Safety Zones
Follow these creative best practices to connect with Snapchat’s unique audience and drive engagement.
Unified Safe Zone Specifications
150px from top of creative
620px from bottom
54px from left side
54px from right side
Learn more about safe zones here.
Keep Ads Short
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
Build for Sound On
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
Extra Tips to Make Your Creative Stand Out
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
Encourage an Action
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…”
Focus on One Message
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
As you create ads for Snapchat, make sure you are aware of Snapchat’s “safe zones.” Adhering to the safe zones will ensure elements of your ad creative, like key messages, hero imagery, or legal disclaimers do not overlap with components of Snapchat’s user interface (e.g., Call To Action button).
Style it like UGC
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
