Snapchat is one of the most popular social media platforms among younger audiences, with over 265 million daily active users as of Q4 2020. It’s no wonder that businesses and advertisers are flocking to the platform to reach this highly engaged audience. But how do they do it? The answer lies in Snapchat Tokens.

In this article, we’ll dive deep into what Snapchat Tokens are and how they’re used in advertising on the platform.

What are Snapchat Tokens?

Snapchat Tokens, also known as Snap Tokens, are the internal currency used by Snapchat for advertising on its platform. They can be purchased through Snapchat Ads Manager, a self-service advertising platform for businesses. Advertisers can use these tokens to create and run advertising campaigns on Snapchat.

Snapchat Tokens are not a form of cryptocurrency and cannot be traded or exchanged outside the Snapchat platform. They also cannot be earned or obtained by purchasing them through the Snapchat Ads Manager.

Why use Snapchat Tokens?

Snapchat Tokens are used to purchase advertising space on the platform. Snapchat offers a range of advertising formats, including Snap Ads, Filters, Lenses, and Story Ads. The amount of tokens required for a campaign will depend on factors such as the duration of the campaign, the target audience, and the type of ad format being used.

Snapchat advertising is particularly effective for reaching younger audiences, with 75% of its user base aged between 18 and 34. Snapchat’s ad formats are designed to be engaging and immersive, allowing brands to connect with users in a way that feels authentic and natural.

How to Use Snapchat Tokens?

To use Snapchat Tokens, businesses, and advertisers must follow these steps:

• Create an account on the Snapchat Ads Manager:  This self-service platform allows users to create, manage, and track their Snapchat advertising campaigns.
• Once logged in, users can purchase Snapchat Tokens using a credit or debit card: The minimum purchase amount is $5, giving you 10 Snapchat Tokens. The more tokens you purchase, the more cost-effective your campaigns will be.

Snapchat Tokens can be used to create and run various advertising campaigns on the platform, including Snap Ads, Filters, Lenses, and Story Ads. Each campaign type has its requirements and best practices to get subscribers on Snapchat, but the process for creating and running campaigns is similar across all formats.

Types of Snapchat Ads

Snap Ads

Snap Ads are full-screen vertical ads that appear between user-generated Stories. They can include various features, such as long-form videos, animated gifs, and interactive elements like swipe-up links.

Advertisers must first choose their ad format and upload their creative assets to create a Snap Ad campaign. This includes a headline, ad copy, and an image or video. Advertisers can then select their target audience based on age, gender, location, and interests.

Once the campaign is live, advertisers can track its performance using the Ads Manager dashboard. This includes metrics such as impressions, click-through rates, and conversions.

Filters

Snapchat Filters are overlays that users can add to their Snaps to add a fun and engaging element to their content. They can be static or animated and are often used for events, holidays, or special occasions.

Advertisers must first design their filter using Snapchat’s filter creation tool to create a Filter campaign. They can then select the date, time, and location where the filter will be available. Filters can be targeted to a specific location, such as a store or event, or made available to all users in a particular area.

Lenses

Snapchat Lenses are augmented reality (AR) effects that users can add to their Snaps. Facial expressions or gestures can activate them and can include animations, sound effects, and the ability to interact with the environment around the user.

To create a Lens campaign, advertisers must first design their lens using Snapchat’s Lens Studio software. This includes creating 3D models, animations, and sound effects. Advertisers can then select the date, time, and location where the lens will be available. Lenses can be targeted to a specific location, such as a store or event, or made available to all users in a particular area.

Story Ads

Snapchat Story Ads are full-screen ads that appear between user-generated Stories. They are designed to be immersive and engaging and can include features such as long-form videos, swipe-up links, and calls to action.

Advertisers must first choose their ad format and upload their creative assets to create a Story Ad campaign. This includes a headline, ad copy, and an image or video. Advertisers can then select their target audience based on age, gender, location, and interests.

Snapchat Tokens Pricing

The cost of advertising on Snapchat depends on several factors, including the type of ad format, the target audience, and the campaign duration. Snapchat uses a bidding system to determine the cost of advertising, where advertisers bid on the price they are willing to pay for a particular ad placement.

The minimum bid for Snap Ads is $0.01 per impression, while the minimum for Filters and Lenses is $5 per day. Story Ads have a minimum spend of $50 per day.

It’s important to note that Snapchat Tokens cannot be refunded or transferred between campaigns. If you have unused tokens, they will remain in your account until you use them for future campaigns.

Tips for Successful Snapchat Advertising

Snapchat advertising can be a powerful tool for reaching younger audiences and driving engagement with your brand. Here are some tips for creating successful Snapchat campaigns:

• Know your audience: Snapchat’s user base is predominantly younger, so it’s important to tailor your campaigns to this demographic. Use language and visuals that resonate with this age group, and focus on creating engaging, interactive content.
• Keep it short and sweet: Snapchat’s ad formats are designed to be quick and easily digestible. Keep your messaging concise and focused, and use eye-catching visuals to grab the user’s attention.
• Be creative: Snapchat’s ad formats are highly customizable, so take advantage of this to create unique and engaging content. Use AR effects, animations, and interactive elements to make your ads stand out.
• Test and iterate: Snapchat’s Ads Manager dashboard provides detailed metrics on campaign performance, so use this data to optimize your campaigns over time. Test different ad formats, target audiences, and creative assets to find what works best for your brand.

FAQ 

Conclusion

Snapchat Tokens are the internal currency used by Snapchat for advertising on its platform. They can be purchased through the Snapchat Ads Manager and are used to create and run advertising campaigns on the platform. Snapchat’s ad formats are highly engaging and effective for reaching younger audiences, making it a popular choice for businesses and advertisers. With the right strategy and creative approach, Snapchat advertising can be a powerful tool for driving engagement with your brand.