Advertisers are still grappling with how to approach Snapchat’s ad offerings, despite the platform’s recent brand marketing campaign.
One month after Snapchat launched its global campaign with the tagline “Less likes, more Snapchat,” marketers are uncertain about what this means for their advertising strategies.
According to a Snapchat spokesperson, the intention behind the campaign is to showcase why Snapchat is rated as the top platform where users feel comfortable, happy, and connected. They have paired this message with tailored strategies to help advertisers reach their extensive global audience of over 800 million people.
However, feedback from five ad execs interviewed by Digiday suggests that many have not yet received a formal pitch from Snapchat.
While some executives have been informally informed about the campaign, others are still awaiting official communication. This radio silence from Snapchat may be a deliberate move, but it is also a missed opportunity to engage with advertisers during a pivotal moment for the platform.
It is evident that advertisers are hesitant to increase their social budgets on Snapchat, highlighting a core issue for the platform. Despite positioning itself as distinct from traditional social media platforms, Snapchat still competes for the same ad dollars.
Jasmine Enberg, principal analyst at eMarketer, noted that Snap’s recent earnings report showcased modest revenue growth compared to industry giants like Meta. This disparity underscores the challenge faced by Snapchat in the competitive digital advertising landscape.
Essentially, Snapchat is struggling to carve out a unique space in the market. It’s reluctant to conform to the standard social media model, which poses challenges in attracting ad spend from advertisers.