Snapchat Ads vs. Instagram Ads: Which are Better?
In 2020, it’s impossible to exclude social media networks from your marketing strategy. Choosing the right channel is the first step toward a great campaign. If you can’t decide whether to invest in Instagram or Snapchat ads, we’ll explain the difference between them to help you make an informed decision.
But remember, the right channel is the one where your audience is. What works for one business doesn’t always work for other companies. That’s why it may be a good idea to do research on your target audience first.
Snapchat has many more features than most other social media, Instagram included. It was the first app to introduce filters, stories, and it’s now experimenting with virtual reality as well. It’s no wonder that Snapchat offers different forms of ads, and some of them don’t even look like typical ads. Here are the three main forms of Snapchat ads available:
- Snap Ads – Classic snap ads are the most widely used form of advertising on this platform. They’re usually in the form of a video that users watch, and they can then swipe up and go to your website for more information. This type of ad is also great for lead generation because instead of taking users to your website and driving traffic, you can guide them directly to subscribe to your newsletter.
- Filters – Have you ever seen a branded filter on Snapchat? They’re so fun and refreshing, and it’s difficult to forget them. The best time to upload branded filters is during some big events, like a basketball game. Of course, you should first do your research and make sure that your target audience will be there.
- Lenses – Lenses are similar to filters, but the goal is to create fun lenses that people will want to use. They’re more suitable for products than for service-based businesses, as you can actually place your product within the filter. However, if you’re a small business, chances are this won’t work for you unless you’re extremely creative. Companies that have made a huge success with lenses include big names, such as Red Bull and NBA.
In comparison to Snapchat ads, Instagram ads seem more traditional. However, that doesn’t mean they’re not effective. Instagram is still one of the major platforms, and it’s great for increasing your brand awareness but also for selling products. We’d suggest that Instagram is better for B-B marketing, as Snapchat is generally used by younger people who are still studying.
Instagram offers two forms of ads:
- Sponsored Posts – Sponsored posts can be a great option to show off your new product, and people tend to spend more time looking at a post than at a disappearing story. To make the most out of it, make sure you have great photos of your product and carefully choose your target audience.
- Story – Instagram stories are more lively and interactive, and they remind us of some Snapchat formats. The biggest benefit of this format is that it can be used to tell the story about your brand. You can create a series of paid stories, and if they’re engaging enough, most people will click on your profile or link to learn more about your brand.
What Is Better?
It’s hard to say which format is better or more effective, as various factors matter. However, the most important thing is to find out where your ideal audience spends most of their time. When you know that, you’ll know where to create campaigns and invest your money.
If your audience spends time on both Snapchat and Instagram, you can use a simple strategy that major companies like Coca Cola use. Use Instagram for brand awareness and creating informative campaigns about your brand. On the other hand, use Snapchat to express your creativity and improve relationships with your customers.
Snapchat is ideal for customer relationship management, as it allows you to be more spontaneous and to create fun campaigns. However, bear in mind that Snapchat users engage more with brands that they’re already familiar with.
Personally, we prefer Snapchat ads because they’re more fun. However, that doesn’t mean you should rely only on Snapchat ads, especially if it turns out that your audience isn’t there. Therefore, before investing in any campaign, do your research. Of course, you can also experiment with both networks to see what works for you.
Do you prefer Instagram or Snapchat, and why? Let us know in the comments section below.