Snapchat is my favorit platform to get new user and I will tell you why. Outside of beeing an amazing platform created by a young entreprenor and with an amazing compagny culture ; each time I have tried Snapchat in user acquisition I had better results than the blue one we all know. Really often I saw social media beeing slow adopting trends ; well, this is not the case of snapchat.
Wait, what is Snapchat ?
Snapchat is an incredible yellow social media that get TONS of way to advertise. On snapchat you can have :
- Lenses : Turn your world into an AR universe !
- Spotlight: Turn your user into an Influencer !
- Discover : Turn your user into a news up to date folks !
- Bitmoji : Turn your user into a character and do lot of fun stuff with it!
- Maps : Turn your user into a traveler connected to his friends !
- Snap Games: Turn your game into super personalized UGC experiences!
But what about user acquisition?
Well… User acquisition nowadays looks like this, and if it is not the case for you, be sure you are letting the open door for your competitors to do It :
Snapchat is highly performance driven. I remember when I start in user acquisition ; I was not the most motivated to use this channel thinking It was brand. Then, time show me ; snapchat is the most creative way to make your user acquisition and drive performance with creativity.
So, how can I do?
I think first thing to keep in mind is that Snapchat is creative oriented, your swipe up rate is going to be the most important thing to follow.
Second, Snapchat is vertical and is not Facebook or Instagram. Snapchat gets amazing CPM and if you are having a bad CPI it means your swipe up rate is crap proabably because you are using the bad creative and not following the good KPIS. Test creative wisely, use template and just iterate. Really, think outside the box and do not make the assumption a pollished creative is not going to work in user acquisition. The UI of Snapchat is in my sense one of the most engaging. You are watching your friend’s stories and feed ; you are not randomly scrolling down. When you think about It ; this is a big change that makes the user you get from this platform more engaged and more qualitative as well – at lower price if you follow carefully your swipe up rate and iterate on your top creative.
Third, creative is the most important one on snapchat. The entire platform is built arround creative, and you can even DO your creative on the platform. Those tools Snapchat are providing to you are quite unique, embrasse the opportunities It gives to you. I am not going to lie, I did not have success one day by another and I did my own creative at some point on the platform. Did It helped me to scale, yes a lot. Beeing hands on and creative are the two require skills to master snapchat. Once you get that, you unlock an audience highly profitable and just have fun doing user acquisition there.
But wait, how can I test then?
Testing needs to be an iterative path and need to be done carefully. When I began on Snap, Snap did not have the a/b testing tool yet but it was still an amazing platform to do test – I even think a lot of ASO test could be done there instead of Facebook due to snap UI.
But, let’s re focus on Snapchat testing framework ! I did several months ago a power hour lunch and I am just going to re-use this content – yes I am lazy sometimes but I think the basis are there.
So imagine you have 2 concepts really different, one is your BEST the other is unsure. I suggest you go on an app install campaign and add in the adset all the iteration you can provide in It :
Once you KNOW the one getting the best swipe up rate ; you can make your first iteration. Often, people think only about the creative to iterate on. Well, this is not all what makes an ad. You can have a lot of quick win by only changing the ad copy INSTALL NOW by INSTALL FOR FREE (I will let you a/b test this one)
Another one people tend to forget is the audience. Do you think I like the same ads of my grandmother? Even if sometimes yes, we are both garden passionate ; I am not sure she would enjoy my last overwatch passion and anyway I am not sure she would understand those weird english ads. Audience iteration is important, especially on social media that provide you to reach niche audience at low prices because they reach them all.
Last words, Last thoughts.
It is not because It is not easy that It is not good. Reverse the thinking, maybe something is not working because you are not embracing enough patience and It makes you miss an opportunity. Snapchat is the most creative social media I ever worked on and the quality of ads you can deliver there is the best. You are full screen, you are connected to a social media that is one of the most powerful in the world ; don’t give up 🙂
