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May 23, 2019
May 23, 2019

How to target millennials & Gen Z and drive sales on Snapchat

Mobile’s influence on shopping behavior is continuing to increase with consumers turning to their smartphones at every stage of the purchase journey, from exploration to finalization. This comes as no surprise, as American consumers now check their smartphones an average of 52 times each day.1
But who are the people spending on mobile, and why are they important? Let’s take a look at mobile-first generations: millennials and Gen Z.
Understanding the spending influence of millennials and Gen Z
Millennials represent the largest generation in US history and are expected to drive over half of the increase in expenditure growth over the next decade.2 Widely known for their impulsive spending habits, millennials are much more comfortable making purchases high in volume and frequency than generations that have preceded them.
Gen Z seems to be following in millennials’ footsteps, having significant impact on household spend. According to Cassandra Research, 87% of Gen Z say they have influence on their family's purchase decisions, and 92% of their parents agree.3
Together, millennials and Gen Z have a direct spending power of $1 trillion.4
In the coming years, this tag team is expected to overtake Baby Boomers as the dominant U.S. consumers.5 This presents a compelling business opportunity for marketers, especially when considering where to spend ad dollars.
Driving sales with millennials and Gen Z on Snapchat.
There's no better place to engage with millennials and Gen Z than Snapchat. Snapchat reaches 90% of all 13-24 year-olds and 75% of all 13-34 year-olds in the U.S., which is more 13-34 year-olds than Facebook, Instagram, and Messenger combined.6 Not only are Snapchatters regularly engaging with the app -- over 3.5 billion Snaps are created each day7 -- but they are ready to spend.
Snapchat offers brands an opportunity to advertise products and promotions to a unique audience that is primed to take action with full-screen, shoppable ads.
The simplest way to create your first advertising campaign is through Instant Create, Snapchat’s self-serve buying flow that allows you to create a single Snap Ad in minutes. A Snap Ad is a single image or video that allows your audience to swipe up and take action immediately — such as visit your website to make a purchase.
If you’re looking to build a more complex ad campaign, Snapchat also offers Advanced Create, which allows you to create multiple Ad Sets with more advanced targeting and bid types. Through Advanced Create, you can build Collection Ads to showcase a series of products and give Snapchatters a tappable, frictionless way to shop and buy, as well as Story Ads to get your brand’s message across through a series of Snap Ads. 
When running a campaign to drive traffic to your website, it’s always recommended that you  implement the Snap Pixel. This will allow you to track events, measure the campaigns impact and build an audience of Snapchatters to re-engage and convert into purchasers.
How BrüMate achieved 50% lower cost per click and 3x ROAS

BrüMate, an eCommerce retailer specializing in temperature regulated bottles, partnered with Snapchat to generate sales and drive purchases of their products at scale. By leveraging Snapchat’s Snap Ads and Goal Based Bidding, BrüMate efficiently expanded their reach to untapped markets and targeted audiences that could not be found on other platforms. BrüMate saw a 15% increase in traffic to their website at a 50% lower cost per click, and an overall 3x return on ad spend from their campaign.8 At BrüMate, Snapchat now plays a significant role at both the top & bottom of the funnel, due to its ability to drive low-cost, targeted traffic to the website.
Snapchat is here to help you achieve your advertising goals. Sign up for a business account and start building your ads today!

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1Variety, Are Americans Addicted to Smartphones? U.S. Consumers Check Their Phones 52 Times Daily, Study Finds, Nov. 2018
2Fundstrat, commissioned by Snap Inc. 2019; Census Bureau
3Cassandra, an Engine company; 2016 survey of 1,000 Gen Ys and Gen Zs in the U.S. and UK. This sample is nationally representative based on age, gender, region, and race/ethnicity. Cassandra also includes a nationally representative sample of 250 Gen Xers and 250 Boomers per country for comparison.
4Cassandra an Engine Company. Generational Spend Research Q1 2019
5Morgan Stanley, How a 'Youth Boom' Could Shake Up Spending Trends, Aug. 2019
6Snapchat Data from Snap Ads Manager as of April 19, 2019. Facebook, Instagram, and Messenger data from Facebook Ads Manager as of April 19, 2019. Snapchat and Facebook may have differing methodologies to calculate addressable reach. Percentages calculated by dividing addressable reach by relevant census figures. Addressable reach, location, and age data are subject to limitations. See for details.
7Snap Inc. internal data Q3 2019. See Snap Inc. public filings with the SEC.
8BrüMate internal data.