Introduction
Snapchat rarely gets a second thought once a brand's budget is split across the bigger platforms. A couple of recent moves make it worth reconsidering, at least for the right kind of brand.
What about retail attribution just got a lot more real?
Snapchat launched a data partnership with a major sporting goods retailer through LiveRamp, giving advertisers visibility into how on-platform ads actually influence in-store purchases, not just online conversions. That closes one of the biggest measurement gaps social platforms have had for brands that sell through physical retail.
Retail attribution just got a lot more real
Snapchat launched a data partnership with a major sporting goods retailer through LiveRamp, giving advertisers visibility into how on-platform ads actually influence in-store purchases, not just online conversions. That closes one of the biggest measurement gaps social platforms have had for brands that sell through physical retail.
- If your brand has any offline retail presence, ask your Snapchat rep directly whether a similar in-store attribution setup exists for your category yet
What about who snapchat still fits?
Snapchat's core audience skews younger than Facebook and often younger than Instagram, which makes it a reasonable fit for brands genuinely trying to reach Gen Z and younger millennials rather than a general audience. It is not a platform to run as an afterthought version of your Instagram strategy, the content style and the audience expectations are different.
Who Snapchat still fits
Snapchat's core audience skews younger than Facebook and often younger than Instagram, which makes it a reasonable fit for brands genuinely trying to reach Gen Z and younger millennials rather than a general audience. It is not a platform to run as an afterthought version of your Instagram strategy, the content style and the audience expectations are different.
- Treat Snapchat as its own platform with its own content style, not a place to repost Instagram Stories unchanged
Key takeaway
Snapchat is not going to replace Instagram or TikTok in most brand budgets, and it should not. But the new retail measurement option is a real, practical reason to revisit it if your audience skews young and your business has any offline sales to attribute.