Snapchat, one of the leading social media platforms, has recently made significant updates to its ad management tool. By streamlining the process of creating ad campaigns, Snapchat aims to make it easier for advertisers to achieve their goals. This update reduces the number of ad objectives from 11 to just 5, offering a more focused and effective approach. As these changes roll out, Snapchat expects a notable increase in the number of small and medium-sized business (SMB) advertisers. This article will explore the new ad objectives, their implementation timeline, and the expected impact on advertisers.

Snapchat’s New Ad Objectives
- Awareness & EngagementThis objective focuses on capturing the attention of Snapchat users and sparking their interest. It supports ad formats such as single image or video ads, Story ads, Reel ads, and AR ads.
- TrafficThe goal of this objective is to drive users to a specific website or app, helping increase clicks, landing page views, and on-site conversions. Supported ad formats include single image or video ads, Story ads, Spotlight ads, and AR ads.
- LeadsThis objective is ideal for collecting contact information from interested users and supports single image or video ads, and Story ads.
- App PromotionThis objective is designed to encourage app installations and in-app engagement. It supports single image or video ads, Story ads, Collection ads, and AR ads.
- SalesThis objective targets catalog sales, website conversions, or app re-engagement. Supported ad formats include single image or video ads, Story ads, and AR ads.
Implementation Timeline
The new objectives will be rolled out from July to September. Existing campaigns will automatically transition to the new objectives by mid-September.
This update is expected to attract an 85% year-over-year increase in the number of small and medium-sized business advertisers. The feature has received positive feedback and effectively simplifies the ad creation process.