Snapchat Strategy: A Guide to Winning on the Platform

Snapchat, once viewed as just a teen-focused messaging app, has matured into a powerful platform for brands and creators aiming to engage younger audiences through authentic, short-form content. With over 750 million monthly active users and a strong Gen Z and millennial user base, Snapchat presents unique opportunities and challenges for marketers. To win on Snapchat, you need a focused, creative, and data-driven strategy.

1. Understand the Platform’s Unique Nature

Snapchat is not like Instagram or TikTok. It’s more private, ephemeral, and designed around real-time interactions. Snaps disappear, Stories last 24 hours, and communication happens through direct engagement rather than public likes or comments.

Key Snapchat Features to Leverage:

• Snapchat Stories: Post a string of photos or videos for 24-hour viewing.

• Spotlight: A TikTok-like vertical feed for viral short videos.

• Lenses & Filters: AR-powered creative tools.

• Discover: Media content and branded channels.

• Snap Ads: Full-screen, vertical video ads integrated into content.

2. Know Your Audience

Snapchat’s core users are aged 13–34, with Gen Z (ages 11–26) making up a massive chunk. They value authenticity, humor, interactivity, and socially responsible brands. Your strategy should speak their language: casual, fun, and fast-paced.

Use Snapchat Insights to understand when your audience is most active and what content they engage with most.

3. Create Authentic, Native Content

Avoid over-polished content. Snapchat users prefer raw, real, behind-the-scenes content that doesn’t feel like an ad. Use vertical videos, quick storytelling, humor, and even memes. Consistency is key post daily if possible.

Examples:

• Show BTS (behind the scenes) of your team or events.

• Share product sneak peeks or quick tips.

• Use polls and stickers for interactivity.

• Feature user-generated content to boost community.

4. Utilize AR and Filters Creatively

Snapchat is a leader in augmented reality. Branded AR Lenses and Geofilters can significantly boost engagement and brand recall.

• Branded Lenses: Let users “try on” your product virtually.

• Geofilters: Custom overlays for events, locations, or special campaigns.

• AR Portals: Let users step into your world with immersive 3D spaces.

5. Use Snapchat Ads

Snapchat offers advanced targeting and engaging ad formats. Popular ad types include:

• Snap Ads: 3–10 second vertical videos.

• Collection Ads: Showcase multiple products.

• Story Ads: Appear in the Discover feed.

• Lenses and Filters Ads: Interactive brand experiences.

Ad Tips:

• Keep videos short and grab attention within 2 seconds.

• Add a strong CTA (e.g., “Swipe Up,” “Try Now”).

• Retarget users with Pixel-based campaigns.

6. Collaborate with Creators

Snapchat influencers (called Snap Stars) have loyal followings. Collaborating with relevant creators can help amplify your reach, build credibility, and make your message more relatable.

Look for creators who align with your brand values and resonate with your target demographic.

7. Track, Test, and Optimize

Use Snapchat Insights, Ads Manager, and third-party tools to analyze performance. Track:

• View time

• Completion rates

• Swipe-up rates

• Story engagement

A/B test different formats, story lengths, ad creatives, and times of day. Let data inform your next steps.

Snapchat isn’t for every brand but for those targeting Gen Z and Millennials, it offers a powerful blend of reach, interactivity, and innovation. The key to a successful Snapchat strategy is to stay authentic, be playful, and embrace the platform’s unique culture. If you’re willing to experiment and engage in real-time, Snapchat can become a highly effective channel in your digital strategy.