US Snapchatters spent an extra 130M+ hours on Snapchat during Back to School season in 2017. 1 Here’s why Snapchat’s the best place to reach them!
Back to School is the second biggest shopping season of the year, touching 29 million households and accounting for $27 billion in sales in the US in 2017. 2 During last year’s Back to School season, Snapchat had, on average, more daily mobile sessions per user than Facebook, Messenger, Instagram, or Twitter. 3 As 60% of Back to School shoppers will begin shopping before August and 96% of Gen Z parents say their teens influence family spending, now’s the time to promote your products and reach shoppers ready to buy. 4 5
Own the Moment
Last year, Snapchat saw a 20% increase in Filter and Lens views every day of the Back to School season. 6 When 87% of people rank close friends as the most influential in encouraging them to try a new brand, product, or service, introducing these friend-to-friend ad formats into your media mix can be a great way to drive awareness and consideration. 7 Red Bull did just that with its Back to School Filter. The brand smartly considered the context of the season, thinking through how to seamlessly integrate its brand to frame the moments that students were sharing.
Back to School Campaign Spotlight
Five Star used both Filters and Snap Ads to engage Snapchatters during the high-visibility Back to School season. It leveraged both formats to help launch its #StrengthNotStress campaign, which focused on telling students’ stories about how they handle their stress. The Snap Ads had a 9.4% swipe-up rate, as well as a strong swipe-to-video completion rate of 23.8%. The Filter generated 3.7 million impressions, raising awareness and encouraging Snapchatters to spread the word on Five Star’s behalf. 8
For advertisers looking to drive advocacy, we’ve recently added the ability to bid on shares for your Filter campaigns. Now, you’ll be able to optimize your campaigns to reach Snapchatters more likely to use Filters and send them to friends on Snapchat.
Snap Ads and Story Ads are a great way to get your product in front of Snapchatters ready to act. Story Ads — our newest ad format — are a collection of 3 to 20 Snaps that you can use to showcase a full suite of products. Snapchatters can then swipe up on each Snap to access your web store or app store listing. Snap Ads, which show between stories, can also swipe directly to your product page or elsewhere on your mobile site. And with the Snap Pixel, you can track purchases made across devices and seamlessly optimize performance.
No matter what kind of campaign you’re looking to run, the right combination of creative and targeting is key to driving action. Reach relevant shoppers for the Back to School season by targeting Snapchatters in the “Colleges & Universities” location category or “Parents & Family Focused” Snap Lifestyle Category, or use the Snap Pixel to re-engage Snapchatters who have already visited your website.
Whether you’re looking to drive awareness from students or purchases from parents, Snapchat has the formats and targeting you need to ace this Back to School season. Log in to Ads Manager to start testing today!