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April 8, 2019

Snapchat Ads Best Practices: 10 Tips to Help Increase Ad Engagement

Use these creative best practices to create beautiful Snapchat Ads that drive user action and real results on Snapchat.
Advertising on mobile is a crucial part of any digital marketing strategy, especially when reaching millennials and Gen Z. As the first generations to grow up with social media as a core part of their everyday lives, this audience uses Snapchat to connect with friends, have fun with the camera, discover content and purchase products.1
On average, Snapchat has 210 million Daily Active Users, with each user spending 30+ min a day on the app and opening the Snapchat camera 30+ times per day. 1Snap users are also proving to be an incredibly valuable audience - Hopper, a travel booking app, found that Snapchatters booked flights 4x as often as customers gained from other platforms. 4
Snapchat provides businesses with some of the most interactive and engaging ad formats to grow audiences. Our Snap Ads and Story Ads are full-screen, immersive canvases that allow you to showcase your business in an organic, mobile-native way that reaches your audience. Snapchatters can seamlessly swipe up to install your app, visit your app, or visit the website directly from the ad. 
Below we've highlighted some creative best practices in building visually appealing ads that drive quality engagement and high return on investment.
  • Showcase your products or app in your creative
    Using full screen images, video and audio in your ads can inspire, educate and move viewers to engage. Feature your products front and center to drive purchase intent. If your goal is to drive app installs, showcase features to demonstrate the value of the app. (Bonus tip: have multiple creatives ready to test and establish your strongest ad set)
  • Make your ads feel native to Snapchat
    Mirror the bite-sized and linear storytelling of Snaps, and keep your ad duration around 5-6 seconds. Ads featuring user generated content and/or Snapchat inspired features typically get viewed in full compared to more polished ads.
  • Drive urgency with relevant messaging
    Add any relevant messaging from the beginning of the ad to drive sales, app installs or app visits. Your messaging should be easy to understand, displayed from the beginning of your ad, and provide an offer message (if available) within the first 2 seconds of the ad. Don’t forget to ad audio - 64% of Snap Ads are viewed with noise on.4
  • Encourage your audience to take action
    If your objective is to drive sales, make sure to deep link into the exact product page or category page that you're promoting. For apps or games, the App Install attachments allow Snapchatters to swipe up and download your app - use ‘Install Now’ or ‘Download’ as your call to action as these have the strongest conversion rates. 
Mobile advertising is a key component to any digital marketing strategy. Advertising on Snapchat gives businesses the opportunity to reach a large and engaged audience. When developing your ads for Snapchat, build creative that showcases your product, feels native to the platform, communicates a clear key message, and encourages the viewer to take action.
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1Source: Cassandra an Engine Company. Generational Spend Research Q1 ’19
1Source: Snap Inc. internal data Q3 2019. See Snap Inc. public filings with the SEC.
4Source: Hopper internal data
4Source: Snap Inc. internal data Q1 2019. “Sound on” means playback audio is on, headphones are on, or mute is overridden