Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article
TL;DR Summary of Snapchat’s Holiday Advertising Insights for Marketers
Snapchat encourages advertisers to start holiday campaigns early, as two-thirds of users begin gift research by July. 60% of Snapchatters plan purchases by September/October, and conversions rise +150% leading into Cyber Monday. Launching ads early means lower CPMs and better testing opportunities, maximizing brand awareness during critical shopping phases.
Optimixed’s Overview: Capitalizing on Early Holiday Campaigns with Snapchat Advertising
Understanding Snapchat’s Holiday Shopping Timeline
Snapchat reveals that the holiday shopping journey starts much earlier than the traditional Black Friday and Cyber Monday rush. Key findings include:
- 67% of users begin gathering gift ideas as early as July.
- 60% enter the planning phase during September and October.
- 26% have already started purchasing gifts by October.
These insights highlight the importance of engaging consumers during the initial discovery and consideration stages, not just during peak shopping days.
Benefits of Early Advertising on Snapchat
- Lower Cost-per-Mille (CPM): CPMs in October are up to 70% lower compared to the Black Friday/Cyber Monday weekend, allowing advertisers to optimize budgets.
- Improved Conversion Rates: Conversions increase by 150% from early November through Cyber Monday, suggesting early efforts build valuable brand recognition.
- Enhanced Creative Testing: Launching campaigns early enables marketers to refine creatives and audience targeting before the high-competition period.
Strategic Implications for Marketers
By aligning campaigns with Snapchat’s user behavior data, marketers can:
- Drive stronger brand and product awareness in the critical early shopping phases.
- Capitalize on peer validation and social sharing within Snapchat’s platform to influence purchase decisions.
- Maximize return on ad spend by avoiding peak CPM spikes and leveraging extended campaign durations.
Overall, Snapchat’s data underscores a shift in holiday shopping patterns and the need to initiate advertising efforts well before the traditional holiday sales events to capture consumer attention effectively.
