A large percentage of Snapchat users are not active on other major platforms like Pinterest, TikTok, or even Instagram. This makes it a crucial channel for reaching unique customer segments that marketers might otherwise miss entirely, forcing a rethink on channel diversification.
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To successfully test a new ad platform, focus on three foundational steps: 1) Integrate your data (pixel, CAPI) first. 2) Allow the platform to target broadly for at least 14 days without preconceived notions. 3) Test the platform's deepest engagement surfaces, like Snapchat's chat ads.
The true measure of success for short-form video is its shareability in private channels like DMs or Slack. Content created with this goal in mind—focusing on the first three seconds and strong storytelling—will stay in the feed longer and achieve greater impact.
Instead of treating all channels equally, identify which customer segments (e.g., brand advertisers) are best served by which channels (e.g., TV screens). Shifting demand accordingly can unlock massive growth by optimizing the entire portfolio and increasing customer ROI.
User engagement can be understood by the "one thumb vs. two thumbs" theory. Platforms designed for passive scrolling use one thumb, while interactive platforms like Snapchat, used for communication, require two thumbs, indicating more focused attention from the user.
Marketers chasing trends on 'cool' platforms like TikTok create an imbalance where massive, older platforms have huge audiences consuming features like Facebook Reels but few creators serving them. This supply/demand gap for attention creates a significant, underpriced marketing opportunity.
Frame marketing strategy not as managing channels, but as "day-trading attention." Identify platforms where user attention is high but advertising costs are low due to a lack of saturation from major brands. This arbitrage opportunity allows smaller players to achieve outsized results before the market corrects.
Facebook's main 'Blue' app is an underpriced attention channel. Contrary to popular belief, usage among 22-32 year olds is surprisingly high due to features like Marketplace and Groups, but it's often unacknowledged. This creates a significant arbitrage opportunity for marketers who can reach this demographic at a lower cost than on more saturated platforms.
In the 'interest media' era, algorithms prioritize content based on user interests, not just their social graph. A collectible campaign featuring specific IP acts as a creative overlay, allowing a brand’s content to be organically surfaced to relevant niche audiences who otherwise wouldn't see it.
To break through the noise of modern influencer marketing, target less-obvious platforms. Instead of competing for attention on Instagram and TikTok, pitch YouTubers and Substack writers who receive fewer inquiries. This approach increases your chances of getting noticed and securing features without a budget.
Counterintuitively, dedicating budget to campaigns optimized for engagements, follows, and shares can be a powerful brand-building tool. This approach reaches more people less expensively than conversion campaigns, building an audience and 'searing memories' that lead to future demand, complementing direct response efforts.
