Snapchat Advertising: A Complete Guide for Marketers

It’s easy to overlook Snapchat when platforms like TikTok and Instagram dominate the headlines. But with over 469 million daily active users worldwide, Snapchat remains a go-to platform for Gen Z and Millennials, two audiences known for high engagement and strong buying power. 

For brands, this makes Snapchat advertising a marketing strategy they simply can’t afford to ignore.

What sets Snapchat apart is its authentic, real-time vibe. Unlike the highly curated posts on Instagram, Snapchat thrives on raw and live experiences, making ads feel more natural and conversational. 

So, whether you’re new to Snapchat or ready to refine your strategy, this guide will cover everything you need to know to succeed—from its unique features and ad formats to best practices that help you engage younger audiences, drive conversions, and grow your brand effectively.

Why should you try Snapchat advertising?

Before diving into the platform, it’s important to ask: why Snapchat? The answer lies in its unique audience and interactive features that go beyond what traditional social media offers. 

Snapchat’s user base is young, active, and ready to buy, with 63% of users having made a purchase influenced by the app. This makes it a must-use platform for brands looking to reach consumers with high purchase intent, especially Gen Z and Millennials, who dominate the space.

Its unique features are designed to capture attention and inspire action. 

With disappearing Stories that create a sense of urgency, immersive AR filters that boost engagement, and the exclusive Discover section featuring branded content, Snapchat provides multiple ways for businesses to connect with audiences in a more authentic and interactive way.

This way, entertainment and commerce merge seamlessly. Younger users aren’t just engaging with content they’re discovering and purchasing products directly within the app. 

For brands, this goes beyond just visibility—it’s the path to building awareness, fostering loyalty, and driving measurable sales, all on one dynamic platform.

Snapchat ad formats

To master the art of Snapchat advertising, you need to understand its ad format diversity. Here are format examples for your different campaign goals: 

Snap ads

Full-screen vertical video or image ads that appear between stories. These are swipeable, allowing users to learn more, visit a website, or download an app.

Story ads 

Placed within the Discover feed, Story ads let brands publish a series of snaps for a mini “story” experience.

Collection ads 

Showcase your top products for Snapchat shoppers through Collection ads displaying multiple tappable product tiles, making shopping easy and engaging.

AR lenses

Spark engagement and immerse your audience with Snap’s exclusive AR format that lets users play with your product in augmented reality, ideal for beauty, fashion, and entertainment brands.

Filters 

Whether it’s to add flair or spread awareness organically, event or location-based Snapchat Filters enable users to add interactive overlays to their Snaps.

Commercials

Spread your brand’s messages through non-skippable video ads shown within Snap’s curated content.

How to get started with Snapchat advertising

Starting your Snapchat advertising journey is straightforward, but each step matters for setting your campaign up for success. Here’s a quick breakdown to make sure you don’t miss anything:

Step 1: Create a Snapchat Business Account

Start by going to the Snapchat Business website and registering your business. This will give you access to the tools you need: Ads Manager, creative tools, and insights. 

Make sure you complete your business profile fully—logo, business name, contact info—so Snapchat recognizes you as a legitimate business.

Step 2: Access Ads Manager

Once your business account is set up, log in to Snapchat Ads Manager—your main campaign hub. This is where you’ll build, launch, monitor, and adjust your campaigns. 

Take some time to understand the dashboard: learn where to find reporting tabs, how to view account spend, how to duplicate or modify ads, and so on. 

Step 3: Choose your objective 

One of the biggest don’ts in campaign launches is not setting a benchmark for success. Luckily, Snapchat advertising offers a variety of campaign objectives your brand can choose from: 

• Awareness: Reach as many users as possible
• Engagement: Drive interactions (swipes, story views)
• Conversions: Track purchases, sign-ups, or downloads

By selecting the right objective, you can align your creative, bidding strategy, and budget with your business goals. 

Step 4: Define your audience

Precision targeting is where Snapchat shines. You can target based on demographics, such as age, gender, and location, interests, and behaviors. 

It also allows you to reach audiences based on custom lists or lookalike audiences inspired by your existing customers. The more specific your targeting, the better your ad’s performance—and the best for your ROI. 

Step 5: Set budget and schedule

Decide how much you want to spend and over what time period. With Snapchat, you’ll need to choose between: 

• A daily budget: a maximum spend per day
• A lifetime budget: a set total over the campaign’s duration 

While daily budgets offer control and pacing, lifetime budgets give Snapchat flexibility in spending during peak times. After setting your budget, remember to also set start and end dates, or use ongoing campaigns with frequent reviews.

Step 6: Design your ad 

Your ad creative is what captures attention, so it’s crucial to design it with Snapchat’s unique, immersive style in mind. Snapchat ads are meant to feel natural and conversational, blending seamlessly into the content users are already engaging with. 

Fortunately, Snapchat offers multiple ad formats, each with ready-made creative best practices. Aligning your ad design with the platform’s guidelines will help you create ads that entertain, engage, and convert, all while embracing the user experience.

Step 7: Launch and monitor performance

The biggest mistake you can make after launching an ad is not keeping an eye on it. Through Snapchat’s Ads Manager, you get instant data on metrics such as reach, frequency, swipe-ups, conversions, and more. By doing this, you can perform ongoing optimization to make the most out of your campaigns. 

Snapchat targeting options you should know

To make the most out of Snapchat’s targeting capabilities, here are the key targeting options to consider when setting up your campaigns:

• Demographics: Target users based on basic demographic data, such as age groups, gender, and geographic location. This is ideal for local businesses or brands focused on a specific market segment.
• Interests & behaviors: Reach people based on their hobbies, lifestyle choices, and on-platform actions. For example, you can target sports fans, beauty enthusiasts, or frequent online shoppers.
• Device & OS targeting: Customize your ads for users on specific devices or operating systems, like iOS vs. Android, ensuring a smooth, optimized ad experience.
• Custom audiences: Upload your customer data, such as email lists or CRM records, to re-engage people who already know your brand.
• Lookalike audiences: Find new potential customers by targeting people who share similar behaviors and interests with your existing audience or top-performing customers.
• Retargeting via Pixel: Use the Snap Pixel to track user actions on your website and retarget visitors with ads that nudge them closer to conversion, perfect for abandoned carts or follow-up campaigns.

Snapchat advertising costs

Snapchat advertising is accessible for brands of all sizes, thanks to its flexible budgeting options and competitive pricing. Whether you’re a small business testing the waters or a larger brand scaling campaigns, Snapchat allows you to start small and grow over time. 

The platform has a minimum daily spend requirement of just $5, making it easy to experiment without a large upfront investment. Actual costs, however, will depend on factors like your audience, ad format, and competition during peak seasons. Here’s a quick breakdown of what to expect:

• Cost per 1,000 impressions (CPM): For Snapchat, the average as of June 2025 was $8.39
• Cost per click (CPC): Snapchat measures by cost per link click (CPLC), which as of June 2025 was around $0.90 per click

On the other hand, take note of the several factors that can influence your ad costs, like: 

• Audience size and specificity: While broad targeting is generally more affordable, highly specific targeting with niche demographics or behaviors tends to be more expensive due to increased competition
• Seasonality: Costs often spike during high-demand periods such as holidays, back-to-school seasons, or major shopping events when more brands are competing for attention
• Ad type: Advanced formats like AR Lenses or Sponsored Filters come at a higher price point than basic Snap Ads because they deliver more interactive, high-engagement experiences

Best practices for successful Snapchat advertising

Success on Snapchat isn’t just about running ads, it’s about creating authentic, engaging experiences that resonate with users. Here’s how to make the most of your Snapchat campaigns, backed by insights from social media managers and real-life brand wins:

Use vertical, mobile-first creative

Snapchat is designed exclusively for mobile users, so your ads should match how people naturally hold their phones: full-screen and vertical.

Keep videos short & engaging

Snapchat users scroll quickly, so attention-grabbing hooks are crucial. Start with a bold visual or intriguing question to stop users mid-swipe, then deliver value immediately. Longer formats can work too, but only if the story stays dynamic and engaging throughout.

A great example is how Laneige keep their UGC ads, short, simple, but also attention-grabbing for their audience. 

Leverage AR and interactive features

Snapchat’s AR lenses and interactive tools are game-changers for brands looking to stand out. These features invite users to actively participate, creating stronger emotional connections and memorable brand experiences.

The Big Mac Chant Challenge was McDonald’s campaign where fans rapped the famous “two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun” chant for a chance to win prizes.

Snapchat’s AR lenses let users record themselves performing the chant with fun filters, while an interactive tool guided them through the lyrics. This made participation easy, shareable, and engaging, turning the chant into a viral, gamified experience.

Include strong CTAs

Snapchat users are action-oriented, and a direct call-to-action (CTA) turns passive viewers into active customers. Make sure your CTA is visible early and stays on screen long enough for users to take action.

Take a look at Crumbl’s ad for example. That CTA works well because it’s short, clear,  action-oriented, and tells the customer exactly what to do next.

Paired with the emotional trigger “Craving Sweet?”, it taps into an immediate desire and then gives a direct solution: order now. The simplicity makes it easy to process, while the timing (“it’s time”) creates urgency without sounding pushy.

Test multiple creatives (A/B testing)

What works for one audience might not resonate with another. Explore A/B testing on different visuals, messaging, and formats to find your winning combination.

Track and optimize with Snapchat Pixel

Snap Pixel allows you to see how many users complete key actions like purchases, sign-ups, or downloads after viewing your ad. By analyzing this data, you can optimize campaigns in real-time, allocate budget to top-performing ads, and retarget users who’ve already shown interest.

Take a look at Valyou furniture’s ad. They used snap pixel to monitor the data, demographics, and engagement from snapchatters. 

Common mistakes to avoid in Snapchat advertising

Even with great targeting and a solid budget, common mistakes can hinder you from getting the best results from your ads. Let’s cover some of these mistakes so you can avoid them in your own strategy.

Overly polished, non-authentic content

Ads that feel too polished or overly produced can come across as inauthentic and disrupt the user experience. Instead, aim for natural, relatable content that blends seamlessly with how users typically post and consume Snaps.

Targeting is too broad or too niche

If your audience is too broad, your ads may reach people who have little interest in your brand, leading to wasted costs. On the other hand, targeting that’s overly narrow can severely limit reach and drive up costs. Remember to strive for balance by starting broad, then refining your targeting based on performance data.

Ignoring analytics and failing to optimize

Use Snapchat Ads Manager to track KPIs like swipe-up rate, engagement, and conversions. Adjust your creative, targeting, and budget based on these insights to continually improve ROI.

Not using interactive features (AR, swipe-up)

Snapchat is known for its immersive features like AR Lenses and swipe-up actions, which boost engagement and drive conversions. Failing to leverage these tools can make your ads less engaging and miss out on the platform’s biggest strengths.

Forgetting cross-promotion with other platforms

Just like all ads, they work best when part of a larger, integrated strategy. Remember to promote your Snapchat content across Instagram, TikTok, email newsletters, and other channels to drive more views, engagement, and conversions.

How to measure Snapchat advertising performance

Snapchat’s Ads Manager provides detailed analytics to help you understand what’s working and where to improve. By tracking the right metrics, you can make data-driven decisions that lead to higher ROI. 

Here are the key metrics your brand should monitor: 

• Impressions & reach: Impressions count the total number of times your ad was viewed, while Reach measures how many unique users saw it. These metrics indicate the visibility and scale of your campaign, helping you determine whether you’re hitting enough of your target audience.
• Swipe-up rate: This is a key indicator of engagement and relevance—the percentage of viewers who swiped up on your ad to take action, such as visiting your website or downloading your app. A high swipe-up rate means your creative is compelling and your call-to-action (CTA) is clear.
• Conversion rate: This tracks how many users completed a desired action after swiping up, like making a purchase, signing up for a newsletter, or filling out a form.
• Story completion rate: It measures the percentage of users who watched your entire ad story from start to finish. 
• Cost-per-action (CPA): The average cost you pay for each completed action, whether it’s a swipe-up, purchase, or other conversion.
• Return on Ad Spend (ROAS): It compares the revenue generated from your campaign to the amount spent. Strong ROAS show that your Snapchat ads are not just engaging audiences, but driving profitable growth.

With all these metrics, managing Snapchat advertising can feel overwhelming. 

Fortunately, social media management tools like Vista Social integrate directly with platforms like Snapchat, giving you the boost that you need. By combining Snapchat with Vista Social’s powerful features, you gain clear visibility and control over every business move—making it easier to improve results and maximize ROI.

Start snapping with Snapchat advertising

Snapchat isn’t just another social media platform, it’s where the next generation of consumers lives, shops, and engages. With its interactive features and immersive ad formats, Snapchat offers brands a unique way to stand out in an increasingly crowded digital landscape.

With Snapchat’s versatile ad formats and advanced targeting, you have endless room to experiment, refine, and grow. And when paired with a tool like Vista Social, you can simplify the process, measure results with precision, and focus on strategy. 

Remember, every day you wait to start Snapchat advertising, your competitors are building connections you aren’t. Explore Snapchat advertising today and see how creativity and data-driven insights can transform your 2025 marketing game.

Snapchat advertising FAQs 

How much should I budget for Snapchat advertising?

Your Snapchat advertising budget depends on your campaign goals, audience size, and ad format. With its minimum daily spend requirement of just $5, you can begin testing targeting options and creative formats. Once you identify which ads drive the best ROI, you can gradually increase your spend to scale results effectively.

Is Snapchat better for brand awareness or conversions?

Snapchat is highly effective for both brand awareness and conversions, but your success depends on how you set up your campaign. For brand awareness, Snapchat excels because of its full-screen, immersive ad formats that capture attention quickly—ideal for reaching a wide audience and boosting visibility.

What industries perform best on Snapchat?

Snapchat’s audience is highly engaged and trend-driven, making it a perfect fit for industries that thrive on visual storytelling, such as fashion and beauty, gaming, lifestyle, and more. While these industries tend to shine, any business that leverages creativity and authentic storytelling can succeed on Snapchat—especially when their target audience includes Millennials and Gen Z.

Can small businesses benefit from Snapchat ads?

Absolutely! Snapchat ads aren’t just for big brands. The low minimum spend is a bonus for small businesses that are looking to scale without overspending. The key is to play to the platform’s strengths while leveraging your target audience’s demographics, especially when aided with tools like Vista Social.

How do Snapchat ads compare to TikTok ads?

While Snapchat and TikTok both cater to younger, mobile-first audiences, there are some differences to note. TikTok is centered around entertainment and viral trends, while Snapchat users tend to engage with private stories and quick daily interactions. More importantly, Snapchat advertising has a lower entry point for smaller budgets. For maximum impact, many brands run ads on both platforms, using TikTok for reach and entertainment, while leveraging Snapchat to convert engaged users into paying customers.