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Snapchat’s 2023 Guide to Advertising

Many businesses, just like yours, that are focused on finding new customers, run ads on Snapchat. Snapchat is where businesses can easily reach 75% of 13 to 34-year-olds. Even better: many Snapchatters do not use other social media platforms every day. The new year is the ideal time to get the word out about your business, and by following our proven best practices, Snapchat can help you achieve your goals for 2023. Find our full guide below or book a call with a Snapchat Ads Specialist. We’re here to help every step of the way.

Before you get started...

Set up your Snap Pixel

The Snap Pixel allows Snapchat advertisers to see what users do after they take an action with their ad. Installing your Snap Pixel is the first step to effectively measure the events that matter, reach the perfect audience, and optimize toward people most likely to take action.
If you haven’t set up your Snap Pixel yet, please take a look at our in-depth Snap Pixel guide on Snapchat for Business for insights and easy step-by-step setup.

Create a Custom Audience focused on Pixel Page Views & Customer Lists

Custom Audiences are a great way to incorporate audience information you already have. Whether you’d like to upload a customer list or create one focused on your Snap Pixel data, setting up your Custom Audience will help you identify Lookalike Audiences as well as gain incredible insights on your overall targeting efforts across Snapchat.

As a brand building their audience, setting up your Snap Pixel and then creating a Custom Audience focused on Pixel Page Views will get you an audience of those most likely to convert. You can then retarget this segment or use it for lookalikes.
Additionally, creating a Custom Audience focused on Customer Lists will help utilize your existing data (such as CRM Data, Subscribers, Sign Ups, etc) to retarget or exclude customers from future ad campaigns and build Lookalike Audiences.

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Setup complete. What’s next?

Make Single Image and Video Ads work for you
Single Image or Video Ads are full screen ads that are easy to create, and offer the creative freedom to communicate your message. This type of ad is a fantastic way to kick off your advertising for 2023, but it’s important that you follow these five golden rules so your ad performs to the best of its ability.

The 5 Golden Rules

#1  Keep Ads Short
Get your message across in the first 3 seconds. Always have your logo visible.
#2  Style it like UGC
Style your ad like user generated content by filming with a phone and talking directly to the camera
#3  Encourage An Action
Encourage people to take an action, such as a Swipe Up or presenting an Option to Buy.
#4  Consider Audio
Two-thirds of Snaps are playing with sound on. Use sound to capture attention or as a call to action.
#5  Focus on One Message
Have one clear hero message for your product or brand.

Have a Chat with a Snapchat Specialist

Click below to schedule a free appointment today.

Kick off your advertising with a Traffic Campaign.

To get your audience excited about your business, it’s important to jump-start your advertising efforts on Snapchat with a Traffic Campaign set to broad targeting.

Log into Ads Manager

From the Manage Ads menu, select Create Ads and choose the Advanced Create option.

Choose Your Objective

Select Drive Traffic to Website. In the newly-created Ad Set, we recommend a minimum budget of $30 USD per day.

Choose Your Audience

Use Age & Gender targeting for this one Ad Set campaign. This will drive the most eyes to your business.
Pro Tip: check the “Audience Expansion” box

Choose Your Delivery

Tailor your Ad Set with a “Swipe Up” goal and use the auto-bid function.

Make Ad Creatives

We recommend using Video Ads in line with our best practices above. For best results, use 2-3 creatives per Ad Set.


You did it! The approval process takes 24-48 hours so check back on your account to see that your campaign has been approved.

Interested in free one-on-one guidance from a Snapchat Ads Specialist?