What creatives work better on Snapchat? (3)
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What creatives work better on Snapchat?
Case study from our team.
We thought it would be cool to share our experience of testing ads with the community. There’s nothing better than sharing knowledge, gaining insight and hearing hilarious comments, right?
So stay tuned and we’ll update this thread every week.
The scenario: we tested a Dating.com offer with our Internal buying team, and already have something to share. We have both positive and negative cases to show you.
The details: $5k and 1 week to test
Brand: Dating.com
Geo: US
Audience: Male, Female
Device: iOS
The angle: today’s theme is what type of creatives work better on Snapchat? Is it Native? Or Stock perfection?
The hypothesis: We wanted to check the theory that people are tired of advertising and pictures. They already have banner blindness, so if we want to make it viral we need smth new. The ad needs to stop people scrolling; if we get attention then we make money.
We started testing 2 types of creatives.
Created from Stock
https://youtube.com/shorts/8QTO0N_ENdM?feature=share
and Native/Live
https://youtube.com/shorts/H_WTWIwpcTo?feature=share
The idea was to show people their “friends”: by scrolling the feed we want them to stop and say, “Oh wow, she looks like my neighbor Lily. Let me see what she says?”
We launched creatives with “regular, natural faces” who share their experiences and recommendations (Snapchat screenshots shown).
The result can be interpreted in different ways, but from the point of view of the advertiser, we look at the final number of sales and their value, and this is how we work with our partners.
We can see that CPM on the ‘Stock’ video is Lower. We suppose it is connected with the duration of the video. The ‘Native’ video is 26 seconds and the ‘Stock’ video is shorter at 10 seconds, which is why Snapchat starts promoting it first. BUT…
Soon the algorithm understands users are clicking on the ‘Native’ video:
CTR - 1.64% is the best proof of it.
↓↓↓↓
Of course, this affected the further funnel
↓↓↓
Higher CTR gives more Clicks
↓↓
Clicks produce Installs
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Installs — Purchases!!!
As Advertisers, the Amount of Purchases is one of our most important metrics. We use it to optimize Pubs, so having LOW CPA is a good sign that your campaign can go further and gain more.
The ‘Native’ creative has twice as many purchases than the ‘Stock’ video. The hypothesis is proven.
CPA $115 is a good marker that Traffic should Flow…
Affiliates have ourCPS T1 offer of $300. Please take out your calculator and start counting how much you can earn with us...
Feel free to share your opinion in the comments?
Have you already tried Dating Group Affiliate offers?
The results are exactly in par with my own experience with dating campaigns.
Natural / Real life / Next-door type of creatives and models ALWAYS wins in dating. And on social media, this difference is even bigger than on standard ad networks.
it would be interesting to see how much the video length really impacted the success of this campaign, did you by any chance run another test with a shorter "native" video ad?
The length of the video at the very beginning gave a higher CTR but in the end, the l, which the users believed, still won.
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