The more Snapchat continues to expand on their advertising platform by adding new functions and targeting capabilities, the greater social media traffic option it becomes for affiliate marketers.
However, it’s important to realize that Snapchat is quite different than most other social platforms for a variety of reasons. One being how content is consumed by its users.
A common theme among the following tips is reducing resistance between your ad and the user. By that we mean eliminating anything that can interfere with users absorbing the content and information you’re giving to them. The reason that’s so crucial is because people on snapchat typically interact with the platform in a quick, frenzied manner. Therefore, eliminating unnecessary time, space, or messaging can dramatically improve your conversion rate.
Let’s look at some ways to do just that.
1. Keep Your Video Short
Simple but incredibly important. If your video is too long, users are not going to put in the time to get to your call-to-action let alone your landing page.
Keep your video length is under 10 seconds, but if possible go even shorter than that. We recommend somewhere between five and seven seconds if your angle and message can be conveyed in that amount of time.
2. Understand the Audience
The more you know about your audience the more you’ll understand what types of campaigns are likely to create engagement.
Let’s take a look at just two statistics in regard to Snapchat’s userbase:
- 76% of users are ages 25 or younger
- 70% of users are female
This is an audience that is both young and primarily female. That should guide you in choosing a vertical to promote on the platform. Health, Beauty, Sweepstakes, and Fitness are just some examples that pair well with Snapchat’s audience.
Ask yourself if someone under 30 would care about the product or service you want to promote. If the answer is no, it’s probably best to look at other options.
3. Don’t Underestimate Quality
If your ad looks amateur, it’s likely the people viewing it will think what you’re promoting is too.
Put in the extra effort to ensure you don’t turn potential leads away before your message is even read.
The two easiest things you can do to automatically make your video look professional is:
1. Use high-quality video
This can be accomplished by knowing where to find stock video that doesn’t look like stock video.
2. Use high-quality video editing software
Even if your base video looks like it could be in a Hollywood movie, poor editing can quickly make your ad look amateur.
Invest in a professional grade, easy-to-use editor like Adobe Premiere or Apple Final Cut Pro. Alternatively, if you don’t have any confidence in your editing skills, pay someone you know to do it or acquire someone’s services on a website like Fiverr.
4. Select the Right Campaign Objective
Before you begin creating your ad, Snapchat will give you the ability to select a Campaign Objective. This includes a multitude of options including Awareness, App Installs, and Video Views.
Although several of these options may seem like they could match for the type of campaign you’re promoting, we recommend sticking to one of two:
- Drive Traffic to Website
- Website Conversions
In general, these are the most successful for affiliate marketers because the ad types they offer simply suit the process of lead generation. Make them your go-to objectives for anything CPA.
5. Now is the time for Direct Linking
A major benefit to using snapchat as a traffic source over other social media platforms like Facebook is the ability to direct link your campaigns.
Unlike Facebook ads, Snapchat ads that direct link to affiliate marketing campaigns are usually approved.
This can greatly accelerate the speed of your sales funnel which is especially beneficial when advertising to Snapchat’s impatient audience.
A landing page can still be useful depending on the type of campaign you’re promoting and your ad’s angle. However, if the content of your ad effectively connects to the campaign and its landing page, direct linking should be your method of choice.
6. Experiment with a Native Approach
Snapchat shows its ads between stories from friends of the targeted user. It’s the same philosophy behind native ads – integrating advertising with content the user wants to see and thus making that advertising less obtrusive.
You the creator can take this approach one step further by making your ads look like actual Snapchat stories one might see from one of their friends.
This can be accomplished by:
- Using imagery or video content someone could have taken from their phone. ie. a selfie of someone’s face when promoting skin products.
- Overlaying simple text that users apply.
With this strategy, you’re not tricking the user into thinking you’re one of their friends (they’re likely smarter than that), you’re just reducing that off-putting feeling of being advertised to that we’ve all felt. This in return can lead to increased engagement and higher conversion rates.
7. Be Aware of the Pre-Load Feature
Snapchat offers an intriguing feature in their advertising platform that pre-loads your landing page before a users swipes up.
This once again accomplishes the goal of reducing friction and time throughout the sales funnel. However, you need to be aware of a significant negative by-product to enabling this feature.
If you’re using a third-party tracker, this pre-load feature can cause inaccurate stat tracking. This is obviously not an ideal scenario and it’s a risk you’ll need to consider if you choose to enable the feature.
You can read more about Snapchat’s Pre-Load here to help you with that decision.
8. Make Your Point Immediately
Let’s say you’ve created an ad that’s eight seconds long. You might think it’s fine to wait until the seventh second to communicate what you want the user to do. Afterall, it’s just five seconds, right?
This is the wrong approach.
Although users should know what to do at the end of your ad, it’s a good idea to also be clear at the beginning. This provides an opportunity for users to “check out” early and tapping your call-to-action button before the conclusion of your ad.
Simply put, not every user will need to consume the entirety of your ad to make the decision to swipe up and check out your landing page.