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How to Build Brand Awareness With Snapchat

Brand awareness is important because it helps you get the word out about your business so potential customers keep it in mind. This guide will show you how to optimize ad performance, drive traffic to your website, and create more awareness among young people on Snapchat.

Prepare for Success

We recommend a 2-ad strategy to help achieve good results. Before launching your first ad, follow these steps to make sure your ads will perform as effectively as possible.

1. Create at least 1 video to use in your ads

Video is a powerful method for connecting with your target audience to help your ad get the results you want: more awareness for your business.
  • Keep it short: 3-5 seconds should be enough to get your message across.
  • Focus on one key message: Add text to your video that tells people what you want them to do, such as “Swipe up to learn more!”
  • Keep it authentic: Film with your phone and talk directly to the camera.

2. Set up your Snap Pixel and create a Pixel Custom Audience

The Snap Pixel lets you see how many Snapchat users take action on your website — such as viewing a web page or making a purchase — after swiping up on your ad. A Pixel Custom Audience uses the information generated by the Snap Pixel to find people who are more likely to take the action you want.
  • Refer to this guide or watch this video to learn more about setting up and using the Snap Pixel.
  • Note: When you create your Pixel Custom Audience, choose the Pages Viewed optimization.

Build Awareness

First Ad
Your first ad sends people to your website to learn more about your business and generates Snap Pixel activity. This helps our ad system learn who on Snapchat is more likely to swipe up on your ad.

Choose the Drive Traffic to Website objective with the Swipe Up goal.

Choose age range and gender. Keep the Expand audience automatically option checked.

Budget & Duration
Budget at least $30 a day. Run the ad for at least 15 days so the exploration phase can do its job.

Second Ad
Your second ad uses that Pixel activity to create more awareness of your business by finding new likely website visitors. This helps optimize your ad’s performance.

Choose the Website Conversions objective with the Page View goal.

Select the Pixel Custom Audience you created. Keep the Expand audience automatically option checked.

Budget & Duration
Budget at least $30 a day. Run the ad for at least 15 days so the exploration phase can continue to do its job.

Pro Tip

When you run additional ads, create a Lookalike Audience to help you find new customers similar to the people who have visited your site.

Frequently Asked Questions

What is brand awareness and why is it important?

Brand awareness is all about increasing exposure for your business by letting people know it exists and what it offers. Done properly, brand awareness not only familiarizes customers with your company’s name, location, products, and services, but succeeds in getting them to remember your brand when they’re considering purchases.

What’s an example of a successful brand awareness campaign?

Blissy, a small business offering sleep and bedding products, learned that their flagship pillowcase was frequently gifted to young people. They turned to Snapchat Ads to create awareness within that demographic, increasing sales and word-of-mouth exposure.
“Snapchat has been the best platform for us in terms of brand reach. With Snapchat, we get 5 times the impressions for the same marketing budget.”
- Vahe Haroutounian, Blissy Co-Founder

How do I know if my brand awareness ads are working?

For your first ad, check the number of Swipe Ups, which will tell you how many times people swiped up on your ad or tapped the CTA to view the attachment below.
For your second ad, view the number of Swipe Ups and the number of Page Views in Events Manager, which will indicate how many times your website page was viewed.

Introduce your business with brand awareness ads on Snapchat.