Launched in 2011, the Snapchat had its moment of glory in 2015 when it reached the 200 million active users mark and began to show its full potential as a business platform for those looking to invest in advertising. And the potential was enormous, almost irresistible to advertisers; after all, it's not every day that an app comes along where sponsored real-life stories generate revenue. 40 million views, a number greater than any prime-time TV program.
Of course, with the growing popularity, the Snapchat quickly redefined its advertising strategy and expanded its advertising capabilities, offering a variety of options for those looking to invest in the platform.
Snapchat's 3V Advertising
Called 3V (Vertical Video Views), advertising for Snapchat Its major advantage is the display of vertical videos, which occupy the entire screen of the device, gaining in display size compared to most of its competitors and also in effectiveness, as they are much easier to view on mobile devices, without having to turn the device sideways.
There are three ad formats on Snap: Discover, Live (live stories), and the popular Geofilters, which are location-based filters.
Discover
Discover is a media-targeted ad format designed to encourage users to consume sponsors' content. It features callouts for articles, news stories, series, and even movies.
Live
Live is designed especially for brands that want to generate buzz for events by sharing their stories live, making the best moments of major parties, parades, and celebrations that are prominent around the world available for users to view.
Geofilters
Geofilters is a feature that offers a personalized filter for a specific region, allowing advertisers to create special filters for holidays and events, or to be used in a specific location.
In addition to being a less aggressive form of advertising, Geofilters also have the advantage of associating the brand with a positive moment experienced by the user, generating very expressive branding.
Check out our video about advertising on Snapchat
Audience and segmentation
As soon as it launched its advertising models, Snap focused its sales strategy on the claim that the app would be “the best way to reach people aged 13 to 34”, showing that contrary to popular belief, its audience is also made up of adults and not just teenagers without purchasing power.
Even so, its targeting capabilities were quite limited, allowing sponsors to choose only the ad format and location or gender. However, the app recently announced a partnership with Oracle Data Cloud, which will allow ads to be displayed based on users' offline purchases, based on purchases made with a credit card.
Is it worth investing in Snapchat?
As you may have heard, 2017 has not been an easy year for Snapchat, which makes this question gain even more weight.
The truth is that with the increasingly heavy competition from new features in Mark Zuckerberg's apps, especially Instagram Stories, the Snapchat lost users and strength, growing only 5% compared to the last quarter.
Apps are certainly still one of the most fun, interactive, and engaging platforms for advertising for branding strategies, and with the new segmentation approach, they might gain a new lease of life. But if your goal is performance or you need a more comprehensive marketing strategy, perhaps social media is the good old-fashioned way. Facebook and even Instagram, are more recommended.
Social Media Management that Builds Brands and Generates Business
Social media is now the main channel of influence in the Brazilian consumer's decision-making journey. A consistent digital presence, with relevant content and a clear strategy, transforms followers into customers and customers into brand advocates. But this only happens with planning, creativity, and professional execution.
What does professional social media management include?
- Monthly editorial planning aligned with business objectives.
- Creation of custom video artwork, captions, and scripts.
- Managing comments and direct messages
- Paid ads (Meta Ads) integrated into the organic strategy
- Monthly performance analysis with metrics on reach, engagement, and conversion.
- Hashtag strategy, best posting times, and formats by platform.
The most common mistake companies make on social media is posting out of obligation, without a strategy. Content disconnected from business objectives generates likes, but not sales. Kaizen Agency develops a unique content identity for each client, with messages that educate, engage, and convert. We work with Instagram, Facebook, LinkedIn, TikTok, and YouTube, always focusing on metrics that matter: leads generated, cost per lead, and return on investment.
FAQ
How often should I post on social media?
Consistency matters more than frequency. For Instagram and Facebook, 3-5 posts per week are sufficient with good quality content. LinkedIn works well with 2-3 posts per week. The secret is to maintain a cadence that is sustainable and provides content of real value to the audience.
Is it worth investing in social media ads even if you have few followers?
Yes. Meta Ads (Facebook and Instagram) allows you to target extremely specific audiences regardless of the number of followers. With R$500 to R$1.000/month, it's possible to reach tens of thousands of highly qualified potential customers.
Which social media platform is most important for my business?
It depends on your audience and product. Instagram is ideal for visual products and B2C. LinkedIn is best for B2B and corporate services. TikTok is growing rapidly for organic reach. The most effective strategy starts by dominating one network before expanding to others.
Do Reels and short videos really generate more reach?
Yes, significantly. Instagram's algorithm prioritizes Reels up to 3x more than static posts. Videos of 15 to 60 seconds with a strong hook in the first 3 seconds perform best. For local businesses, a well-made Reel can generate hundreds of new local followers.
How can I measure if my social media management is yielding results?
The main metrics are: reach (how many people saw it), engagement (likes, comments, shares), traffic generated to the website, leads originating from social media, and conversions (sales, appointments, contacts). Avoid focusing solely on likes—they don't pay the bills.
Request a free analysis of your social media and discover the untapped potential of your digital presence.
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