Frustrated with Low-Quality Users on Snapchat? Here’s How to Attract High-Value Audiences

Snapchat, a social media platform known for its ephemeral content, lack of social pressure, and focus on privacy, is one of the best channels to reach younger generations. A globally recognized fashion brand, SHEIN, also utilized Snapchat in its early days to create immersive full-screen ads that drove millennial purchases. This year, let’s discuss how to acquire higher-quality users through Snapchat!

Basic Logic: Improve Match Quality

Audience targeting and creative content directly determine the swipe-up rate and conversion rate, while bidding and traffic allocation logic decide the ability to win impressions and ultimately the CPM. Based on this, let’s explore how to enhance the match between our ads and target customers through these dimensions.

Users

Snapchat’s users is primarily concentrated in the North American, Middle Eastern, and European markets. In North America, the focus is mainly on the United States. In the Middle East, Saudi Arabia stands out as the key market. The European market is more diverse and dispersed, with key countries including the UK, France, Germany, and Poland.

Strategies to Precisely Reach Your Target Users

Snapchat’s matching algorithm anonymously matches your previous users with users on the platform, identifying Snapchat users who are similar to your existing ones. This allows you to re-engage users who have previously interacted with your ads, extending your reach. By targeting Snapchat users who have already visited your website and categorizing them based on the content they’ve viewed on Snapchat, the platform ultimately helps you select the right audience for your ads.

material

The basic production logic for Snapchat materials is relatively simple and easy to remember:

  1. Duration: 3-5 seconds
  2. Sounds: CTA, targeted music
  3. Texts: CTA, message, branding
  4. Formats: video, GIF, cinemagraph, static image

Bidding

The system converts all bids targeting specific events (such as swipe up/install) into CPM bids, as follows:
CPM bid = Swipe Bid × Predicted Event Rate
For example:
CPM Bid = $1.00 (Swipe Bid) × 2% (Predicted Event Rate)
CPM Bid = $0.02 Per Impression × 1000
CPM Bid = $20

Quality Score

The quality score primarily depends on the initial and secondary matches between the material and the user, the user’s feedback on the material, and the frequency of material updates.

Best Practices

Keep it Simple and Warm: Since a significant portion of Snapchat’s user base belongs to Generation Z, who often have short attention spans, our ads should be concise and to the point. Focus on conveying key messages effectively and in the simplest way possible.

Be Creative: Generation Z is a smart and imaginative cohort, so engaging them requires visually captivating content with unique graphics and animations that stand out.

Optimize for Mobile Devices: This is essential because this generation spends an enormous amount of time on their smartphones. Therefore, our ads must be heavily optimized for mobile devices to ensure perfect display across various models.

Integrate User-Generated Content (UGC): Authenticity matters a lot to Generation Z. They prefer seeing real people using our products or services. Incorporating user-generated content, such as customer reviews and social media posts, can better showcase the actual product.

Offer Discounts and Promotions: Good deals are universally appealing.

For instance, the brand Mister Bandana, which sells 100% American-made adventure bandanas, successfully uses these strategies. Founders Josh Stoneman and Roko use selfie ads and incorporate user-generated content to engage their target audience on Snapchat authentically. As Josh puts it, “We just snap a photo on our phone and quickly upload it to the platform without spending too much time or money.”

A place to share knowledge and grasp the marketing trend to boost and even reach your growth target.

Download CampaignCamp

Leave a Reply

Your email address will not be published. Required fields are marked *