Snapchat remains a dominant force, especially among audiences under 30, making it an indispensable platform for brands and publishers aiming to engage younger demographics. Eric Fulwiler of VaynerMedia offers valuable insights into how businesses can harness the unique opportunities of native advertising on Snapchat effectively.
Understanding Snapchat Through a Practitioner’s Lens
One of the foundational strategies Fulwiler emphasizes is adopting a "practitionership" approach. He advises that marketers should not rely solely on secondhand information—from headlines, newsletters, or conferences—but instead dive into the platform themselves. Spending dedicated time (even just 5 to 15 hours) exploring Snapchat firsthand allows marketers to understand its nuances, behaviors, and content dynamics. This experiential learning is critical to gauging Snapchat’s relevance and potential benefits for any given audience or campaign.
Embracing Native, User-Generated Style Content
When it comes to creating content that resonates on Snapchat, Fulwiler points out that native-feeling, user-generated content (UGC) outperforms traditional, polished advertisements. Even paid ads crafted for Snapchat should mimic the casual, authentic style typical of user stories rather than overt commercial messaging. This approach aligns with Snapchat’s culture and user expectations, increasing engagement and effectiveness. Brands that achieve this balance see better returns because their messaging feels organic and integrated into the user experience.
Native Advertising Is Still Evolving
Unlike television or traditional digital platforms, mobile and native advertising on Snapchat is still in its infancy. Established media has benefited from decades of norm-setting, but Snapchat’s advertising landscape is being defined in real time. Fulwiler advises marketers to avoid assuming there is a single “correct” approach. Instead, brands should adopt an iterative test-and-learn mindset: experiment with diverse creative strategies, analyze performance data, and refine campaigns based on what drives results.
Leveraging Data to Drive Creative Decisions
Fulwiler stresses that while creative intuition matters, relying on subjective guesses about what will succeed is increasingly outdated. Instead, brands should leverage Snapchat’s rich engagement data to make informed decisions. Testing multiple concepts and using real-world performance metrics — such as user interactions and business impact — allows marketers to combine objective insights with their creative vision, resulting in optimized campaigns that resonate authentically with Snapchat’s user base.
Building Internal Expertise or Finding the Right Partners
Creating native content requires a deep understanding of Snapchat’s ecosystem. Fulwiler recommends that brands invest in talent—whether in-house team members or specialized agencies—who truly grasp the platform’s culture and technical capabilities. Many organizations fail to do this adequately because they view Snapchat as less critical or simply too new. However, integrating Snapchat-savvy professionals is essential to crafting impactful campaigns and staying ahead of competitors.
Reacting Quickly in a Fast-Moving Landscape
The future of advertising on Snapchat is vast and unpredictable. Fulwiler cautions brands against fixating too much on trying to forecast long-term trends. Instead, he encourages a focus on rapid responsiveness to current platform developments and audience behaviors. Being a first mover in responding to present opportunities can yield significant advantages, particularly since many competitors may be slow to adapt.
Final Thoughts
Snapchat offers a uniquely powerful space for native advertising tailored to younger audiences. By immersing themselves in the platform, prioritizing authentic, user-generated style content, adopting a data-driven test-and-learn mindset, and cultivating true Snapchat expertise, brands and publishers can unlock its full potential. In a rapidly evolving advertising environment, agility and a willingness to experiment are key to standing out and driving meaningful results on Snapchat.
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