- Demographics of users
- Stories, Spectacles, Filters
- Pixel Installation
- Dynamic Ads
- Instant Create
- Sell on Snapchat
- Special promotion — Spend $50, Get $150 Free
Jesse: Hello, Richie. Happy Friday again!
Richard: Yes, it’s that time.
Jesse: Today is pretty exciting. We get a completely new topic and a completely new platform. We’ve talked about a lot of stuff. This is new stuff here. Anybody who’s looked at the title probably knows we’re going to talk about Snapchat.
Richard: Yes, super exciting. One of the things I’m looking forward to more than anything is some of the new features that they have built in. I haven’t really played on Snapchat that much. And I want to know more about it. I have a couple of clients with the audience that is on Snapchat. And so hearing more about how you don’t even have to have a big following, but you could still take advantage of that market. I’m super, super excited about this conversation.
Jesse: That’s awesome. I want to make sure you don’t play with your phone. You pay attention to the guest. (laughing) Snapchat has been more really more of the pioneer in social media. The other guys keep stealing all their best stuff and then copying it, all of it. But Snapchat keeps making all the latest and greatest, all the new stuff. We don’t know everything about it here. Let’s bring in the expert. Let’s bring in Kathleen. Kathleen Gambarelli. Kathleen, how are you?
Kathleen: Hi, everyone! Good, good. Thank you. Great to be here.
Jesse: All right. You are actually at Snapchat Group Product Marketing for Direct Response. Get some knowledge to share with us here today?
Kathleen: That is correct. Yes. I’m a chief of our group of our product marketing team, a division over DR. So that’s really all of our performance solutions that range from mobile app promotion to our commerce partnerships like yourself, as well as a lot of the
Jesse: Awesome. Oh, I definitely got to dig into the
Kathleen: That’s a good question. I think depending on who you ask, Snapchat can probably be a lot of different things to a lot of different people. I would say, at our very core, we really consider ourselves to be a visual communication platform. I’d say the majority of our users are keeping or using it to keep in touch with their closest network of friends on a daily basis. If you look at certain generations like millennials and gen Z, this makes a lot of sense because they’re using pictures and videos as a means of communication even more than text messaging. It’s really because it’s just a faster, richer way to communicate. Communication is really number one. The other thing I would say that is on the rise in something that we’ve been investing in quite substantially these last couple years is really to be this platform for content consumption. The Discover section of our app, which is on the
Jesse: Got it. And now, with those extraditions, is that why people are spending so much time on Snapchat? I’ve seen the stats; it’s staggering that Snapchat is their preferred platform, it’s like that’s their life.
Kathleen: It’s pretty significant. On average, we see that an average snapchatter opens the app 20 times a day and spends 30 minutes in the app. It’s pretty substantial. But again, if you think about it as really a
Jesse: Very cool. With Snapchat, there’s definitely some demographics that prefer it. Who uses Snapchat in general?
Kathleen: Sure. A couple of days ago, we actually announced that we have now 210 million daily active users globally, rose up from 203 million in the previous quarter, really continuing to grow. I’d say the US is our largest market, and we’re really dominant within the 13 to
Jesse: I mean, I think we’re going to be on the podcast page and be highlighting those stats because it is pretty staggering that older people, myself included here, think like: You just have to have Google and Facebook, and you’re pretty well covered. Well, take a look at the younger people looking at their phones. They’re not looking at Google and Facebook for sure. You need to reach them. And if that’s your customer base, I think that’s why we want to bring Snapchat to our audience. If your customers are there, you really need to think about how you can get in front of them.
Kathleen: Exactly. Yeah, incremental reaches is certainly a huge appeal for businesses.
Jesse: Very cool. To give people a visual, as this is a podcast. When people are looking at Snapchat, what are they looking at? We mentioned the Discover, that’s more content. They’re doing messaging to their friends and such. But there’s all the AR. There’s all the kind of the newer stuff going on, the lenses, GEO targeting. Is that still a big part of the platform or more bells and whistles now?
Kathleen: Absolutely. When you’re opening up Snapchat, you’re opening up directly to the camera. That’s our version of the home screen. And the reason being is, is we’re pushing you right into a destination in order to create. That camera is really where we house all of our AR technology. From our world lenses to our face lenses, which we’re probably most famous for, that’s really where the entry point of how people are engaging. And then on the left side of the app is where you have a chat, which I was mentioning earlier. It is really where people are using it from one to one communication with their closest network of friends. In fact, actually, half of snapchatters are more likely to be communicating with their best friends rather than broadcasting to a large audience, which is, I think, a misconception that we hear a lot. And ultimately, what that means is they’re just more comfortable to create to be themselves and talk to their friends in a way that is more ephemeral. And then on the
Jesse: Got it. That really helps to give people a visual representation of what it is. If you’re listening, guys, you can just go download the app and sign up, and you could get yourself. But while you’re listening, think about it. To me, how that compares to other platforms. In the Instagram world, people are looking at this very stylized, perfect image of the world, maybe not interacting as much from what you were saying. In Snapchat, people are interacting. It’s more about their friends rather than just pictures like Hey, look at this perfect, perfect picture. We’re on Facebook. It’s more a bunch of pictures of family and it’s a different world. Snapchat has its own world. If you’re listening, people out there and trying to think, where does this fit in? Hopefully, that helps you think of how that’s different from other platforms.
Kathleen: I think that the way that people are using cameras has completely changed. In these past few years, it’s not necessarily just used to capture a static image at one point in time. But I think all of the advancements that you’ve seen to mobile devices in that there’s faster processing time, extremely sophisticated cameras. The cameras are
Jesse: Well, that’s awesome. Yeah, I think that really helps. Like thinking of when you open it up, it’s the camera first and what that opens up to people.
Richard: It’s fantastic. I love all these other things and would love to dive into spectacles and all these things and just really about how to grow an audience, too. But I think just to keep people from feeling overwhelmed, Oh, my gosh, I got to start building on another platform. Although if their audience is there and they want to create content, then they definitely should be doing that as well. But think of an Ecwid user right now that’s listening to this podcast that thinks: This is great. And I’d love to take advantage of that audience. What is something they could do right now, today, this week, in the next couple of weeks to actually take advantage of that audience without having to worry about building a big audience in Snapchat?
Kathleen: Yeah, that’s a great question. It could be helpful to frame this in terms of what our philosophy towards building ad creators is. We’ve always taken the approach to understanding what kind of organic engagement snapchatters are having in our app that they’re using, and they love every day and really making sure that we’re building a branded experience that reflects that. With the different formats that we have from Snap ads to Story ads and Collection ads and even lenses as well, we’re really giving brands the same exact tools as snapchatters are using organically to bring that brand expression to life. What that makes for is a much more native organic feel for the ads that they’re engaging with. Also, being mindful that we’re designing for the mobile generation and mobile experience. All that’s to say is as much as we’re innovating on that, the formats themselves, we are putting as equal of an investment in making those tools and creation as simple as possible for businesses. Still, the best place to get started really is to set up a business account on our website. And then that really opens up the possibility to use our
Jesse: Well, that’s perfect. Kathleen, I will say we went through the Instant Create process, and it was pretty slick. I’ve created a lot of ads on different platforms. I think you guys really
Jesse: Now, Kathleen, we heard a pretty big announcement about a week ago that I’m personally excited about. Can you give some more color to that?
Kathleen: Yeah. This has been definitely a long time in the making, but we recently announced the support of a brand new set of solutions around dynamic add capability. So this is a massive investment for the last couple of years really that actually started, I would say with the launch of the Snap Pixel back in 2017. And that’s really where we got our start about building a lot of these foundational elements that are really critical for performance for marketers or
Jesse: Oh, that’s great. Dynamic ads are usually a low hanging fruit in
Kathleen: I would say that one of the more difficult pieces in the process of launching dynamic ads can be installing the pixel, which is why I’m really excited about the integration that we have. That makes it extremely simple with just a click. You’re able to install this across your entire website and make sure that everything is set up from a technical standpoint so that you can actually power these campaigns. That’s a huge hurdle that a lot of businesses would have to go through that can be alleviated by this really simple setup.
Jesse: For sure. Most people listening are on Ecwid. If you’re on a different platform, yeah, it’s going to be hard to install the pixels on each step of the card. Just saying that’s already done for you. The ability to go from a pixel installation, uploading your product feed to Snapchat, and then create these ads, we’re talking in half an hour you’re probably ready to go. Maybe faster, just allowing for a little bit of time to read some
Kathleen: Yeah. We have an awesome promo. If you spend $50, you’re going to have $150 for free to launch a campaign. So highly encourage you to get testing on our platform. I think these dollars will go a long way and really help to simplify it even further with the dynamic ad capabilities that we just introduced.
Jesse: Yeah, that’s awesome. If you’re listening, everybody. 50$ to get $150 free. So a total of two hundred! I really hope that encourages people there to give it a shot. I hope this link, the coupon codes don’t get spread around too much because it’s probably that good of a deal. If you’re interested because this is a pretty good deal, we can’t just be flashing coupon codes everywhere because otherwise, you guys know how that happens. If you’re interested, please go to the podcast page at Ecwid.com/podcast, and then you go look for the Snapchat episode. We’ll put a link right up top that you have to click through. That’s how we can make sure that you get credit, and you get the deal. If you want the URL, I’ll spell it out there. But here it is.
Richard: I’ll hand you on it.
Jesse: All right. I know sometimes I say I want to put in the show notes then that we forget and people email me, but we’re gonna get this one in. If your customers are in this demographic, this is sort of a no brainer, really. 50 bucks, get 150 free.
Richard: I mean it’s like getting three times more of the game. (laughing) It’s not quite but kind of.
Jesse: This is coming out in November, too. So it’s right in the money season of the holidays.
Richard: If you’re going to test ads, why not test ads on someone else’s dollars? We’re not making anything up. You want them to be successful. Right. You want them to be successful. You wouldn’t be just giving away money for the sake of giving money. You’re doing this because you think you can help them and you’re hoping they’ll spend more money later. And if it works, they should.
Kathleen: Absolutely correct. I think that’s why we are so excited about this. And we’ll continue to make investments for performance in
Jesse: Yeah, for sure. Dynamic ads just work, in a nutshell. To recap, for people that weren’t really listening, go install your pixel, get your Snapchat business account, and then you’re going to click on this link to get the promo definitely. Let’s not forget, you get some free money here. And then if you do Instant Create, it seems like if you want more general ads, if you want the ads we’re just talking about, that’s dynamic ads that do require a little product feed and things like that, which support can help you out with.
Richard: Depending upon when you hear this, either just came out or talked about to come out in a couple of days.
Jesse: Very true. Next year it’s definitely out. (laughing) All right, Kathleen. Where else should people go if interested? Where should they go to learn more about Snapchat?
Kathleen: Sure. I would definitely encourage everyone to head over to our forbusiness.snapchat.com site. We’ve got a section there on inspiration and success stories, which is from different brands, different regions, and across the different sorts of goals and objectives. And I think that would be an awesome place to just sort of get a feel for what others are doing on our platform and what success really looks like, how to think about creative and messaging. That should be really good framework to start as you’re thinking about your first marketing efforts on Snapchat.
Jesse: Yeah. Awesome. I think that’s really helpful for people that maybe aren’t aware of it, but a ton of resources out there for you. Yeah. I’m pumped like it’s a whole another avenue that maybe we don’t think of every day. But glad we were able to talk with you, Kathleen. It’s been great. Rich, any last thoughts here?
Richard: Let’s see. I’ve got a few. But other than wanting to go set up my own account right now, I would just say that we covered so much. Was there anything we missed? Is there anything else that because there are so many exciting things going on, is there anything we should have asked you?
Kathleen: I think we covered it. I feel like we covered the core; we got a great audience. We got some pretty amazing formats. We’ve got this audience that is young, has a ton of spending power. And we’re excited to bring all of our tools and make it more accessible to businesses of all sizes. I’m really excited to be able to talk about some of these solutions today and be integrating with partners such as yourselves to make it even simpler for all these brands.
Jesse: All right. Perfect.
Richard: I’m ready to go sign up.
Jesse: All right, Rich, sign up. Everybody listening, pick up your phone, install Snapchat. Go to the website. Get your $150 bucks. All right. Make it happen.
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