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August 26, 2022
August 26, 2022

How App Advertisers can Win the New Year with Snapchat Ads

Leverage Snapchat Ads to reach Snapchatters actively looking for new apps to install and capture a valuable audience that can be tapped into throughout the year.
Snapchatters love apps, and are big app users throughout the year. In fact, 40% of Snapchatters say they typically download one to five apps per week.1 That’s because the Snapchat community is a mobile-first generation and they are actively looking for new apps they can download and engage with.

This behavior is amplified during the holiday season. On Christmas Day, Snapchatters in the US activate 4.4x as many new phones than on an average day.2 And with new devices comes new Snapchat downloads -- 42% of Snapchatters say they download at least 7 apps when they get a new phone.3

The holiday season gives app advertisers the opportunity to reach Snapchatters when they are most engaged on mobile. Use these four app marketing tips to acquire and re-engage Snapchatters and win the New Year:
1. Plan Beyond December 25th
Snapchatters are a valuable audience for your acquisition during the holidays, as well as throughout the year. With 306 daily active users to tap into, Snapchatters not only regularly download new apps, but they transact in-app as well. Snapchatters are 2x more likely to make an in-app purchase compared to non-Snapchatters4 and over 49% of Snapchatters say they are “impulse shoppers,” making them a valuable group for last minute holiday deals and offers into the New Year.5
As the holiday season starts to taper off, app downloads start to rise with New Year resolutions underway. In addition to building your holiday-focused campaigns on Snapchat, you should also be thinking how you can nurture these new users once the holiday season ends and “new year, new you” season begins.
2. Tap Into the Power of Gen Z
Gen Z is the definitive mobile (app) generation. They haven’t even known a world without smartphones. In fact, recent data reports 98% of Gen Z own a smartphone and that in the third quarter of last year, they averaged more than 4 hours a day on apps — and that doesn’t even include gaming time!6 Gen Z’s buying power is growing as well, now commanding $323 Billion in direct buying power and $1.2 Trillion in indirect purchasing power.7 Don’t overlook this demographic when planning your ad campaigns.
3. Re-engage Users As They Change Devices 
Smartphones are some of the most popular gifts during the holidays, and Snapchatters are no exception to this trend with 54% of Snapchatters hoping to receive a mobile phone or related accessory this holiday season.8 This presents a natural opportunity for marketers to run device-targeted campaigns or paid re-engagement efforts. Highly engaged Snapchatters with new phones means more opportunity for app downloads and in-app monetization. Capture new users from the holiday season, drive repeat purchases, and increase retention beyond the New Year.
4. Cut Through With App-Specific Ad Formats
Given the holidays are hectic for consumers and businesses alike, start running app install and re-engagement campaigns before the holiday rush. Early campaign learnings will help you plan, optimize, and scale up your best performing ads in January when Snap Auction competition decreases. When you’re competing for Snapchatters’ attention, the best way to cut through the noise is with a full-screen, sound on, vertical ads made for mobile. That’s why Snapchat's ad formats are so effective - your ad gets 100% of the screen, 100% of the time.
For ultimate impact, follow these three best practices when creating your ads:
  • Be timely and relevant: Keep the creative contextual. Lean into compelling headlines and imagery and drive urgency with limited time offers if you have them. 
  • Show off your app or products: Show, don’t tell. Highlight products, shopping pages, or core functionality from the beginning. Hero the products consumers want, or use a screen recording of your app for easy yet effective creative.
  • Provide a clear CTA: Use a clear call-to-action to tell your audience exactly what you’d like them to do next, and deep link into the exact page you’d like to drive Snapchatters - like the app store or directly into your app if they already have it downloaded.
  • Optimize, optimize, optimize: Leverage a Mobile Measurement Partner (MMP) and use Goal-Based Bidding to optimize towards goals like app installs, in-app purchases & signups. By specifying your cost-per-action requirements, impressions will be delivered to efficiently achieve that outcome.

For more ways how you can optimize your Snapchat Ad campaigns, check out this blog.

Snapchat can help your business grow.

1Snap Inc. survey of US Snapchat users, November 15–19, 2019. Age and location data subject to restrictions. See for details. Question: “How many apps do you typically download in a week?” 3407 respondents.
2Snap Inc. internal data Q4 2019 & Q1 2020.
3Snap Inc. survey of US Snapchat users September 19 - 30, 2021. Age and location data subject to restrictions. See for details. Question: "When you get a new smartphone, how many apps do you typically download?"; 525 respondents
4GlobalWebIndex, US 2018 regarding behavior in the past month vs. US non-Snapchatters. Snapchatters are defined as individuals who use the app at least once weekly.
5U.S. Murphy Research commissioned by Snap Inc., 2017
7Cassandra an Engine Company. Generational Spend Research Q1 ’19
82020 Alter Agents study commissioned by Snap Inc.; Base: Snapchatters (n=803) QS9: "What kinds of things do you intend to purchase and/or hope to receive as a gift? Receive as a gift."
6Business of Apps, Gen Z are spending more time in finance and shopping apps during Q3 2020, 2020