Snapchat Overview

Snapchat’s core feature and main draw are its disappearing messages—users can post messages that last for only 10 seconds, and the app will automatically “auto-destruct” pictures and videos within 24 hours of uploading.

Who uses Snapchat?

As of Q3 2019, Snapchat has 210M daily active users worldwide.

Number of daily active Snapchat users from 1st quarter 2014 to 3rd quarter 2019 (in millions)

In the US, users skew younger with teens and young adults comprising the majority of the platform: 78% of 18- to 24-year-olds are Snapchat users, but this number drops to 54% between those aged 25 to 29.

Why Advertise on Snapchat?

Though Snapchat has not yet hit the advertising scale of Facebook or Google, it is a cost-effective and highly-engaging platform for artists looking to reach the 18-24-year-old age group. The app also offers unique 3D filters and AR lenses that can be downloaded and incorporated into user-generated content.

Snapchat Ads Creative Best Practices

For scroll-stopping Snapchat ad creative, keep the following points in mind:

Mimic the platform
Ads should mimic popular Snapchat content: selfies and personalized videos.
Keep it clean
To prevent overlap within the ad, Snapchat suggests you avoid placing logos or other graphic elements within 150px of the top and bottom of creative. This includes letterboxing.
Repurpose music videos
Quickly get viewers’ attention with a trimmed down music video clip that starts with the chorus and includes the artist’s face.
Make your CTA clear
Snapchat recommends you include a CTA within the creative itself.

Read more about what makes a high-performing creative.

Creative Specifications

Creative specs are the same as Instagram Stories. This makes Snapchat a good option for advertisers who want to repurpose Stories creative for a new audience.

Aspect ratio: 9:16 video
File type: MP4, MOV with H.264 compression
Max time: 10 seconds
Video size: 1080x1920
Brand name and headline must be added (e.g. artist name or logo)