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.
Standard attribution models, even multi-touch, fail to credit influential, non-clickable touchpoints like a child watching a Netflix show that inspires a purchase. This "Hot Wheels Problem" highlights the need to account for view-through attribution and the full, often hidden, customer journey.
The most impactful marketers adopt a founder's mindset by constantly asking if their decisions align with the CEO or CFO's perspective on profitable growth. This leads to creating "boring" — repeatable and consistent — systems, rather than chasing new, shiny projects every quarter.
During the initial 14-21 day learning phase on an ad platform, marketers must resist the urge to constantly adjust bidding, budget, or targeting. "Fiddling with the knobs" resets the algorithm's learning process, dooming the test before it can gather sufficient data to optimize effectively.
New measurement tools are moving beyond probabilistic models (guessing based on IP/device) to deterministic view-through attribution. By using first-party data like platform logins, marketers can now directly match an ad impression to a purchase, solving a major measurement challenge.
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.
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.