By Abigail Portwood
Snapchat, the real-time photo-sharing app, is one of the most popular social media applications in the world. According to statista.com, Snapchat has 249 million users. The advertising factor of Snapchat is relatively new to the application and has allowed for brands of all types to create short snippets of advertisements that appear in the “stories” feature of the app. The question is, are enough brands utilizing this feature?
The application currently has 20 big-name publishers including CNN, People, ESPN and Cosmopolitan. These companies have made large investments to access the large advertisement features that Snapchat offers, but there are many smaller examples of advertising that enable brands to share their message.
For example, the beauty brand Love & Planet pops up frequently with video clips that are usually around five seconds long. The videos are interactive and allow the consumer to swipe up on the ad and directly visit the company’s website. The same goes for the brand Billie, who specializes in razors.
These options are cost-effective for companies and increase brand awareness in a simple yet efficient way. Snapchat is mostly used in the age range of 15-45 years, which for many companies correlates to their largest consumer publics.
The downside to all of this–only 32% of campaigns are featured on Snapchat. This is because the revenue that Snapchat generates is lower than Facebook, Instagram and Twitter, according to the article “Are Snapchat 
Ads Worth Your Investment? Here’s How to Find Out on neilpatel.com.”
Advertising and public relations are largely influenced by social media. If your brand has success with the smaller features that Snapchat offers for advertising, it could be beneficial to upgrade the resources your company gives to Snapchat ads.
My opinion is that Snapchat ads are definitely worth a try. There are many benefits to the streamlined layout of the app, and with over 200 million users daily, it seems like a good place for companies to share their content.
https://neilpatel.com/blog/explore-snapchat-ads/
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