Snapchat is targeting B2B marketing budgets with its latest promotion, which aims to prompt advertisers to expand their thinking in order to reach decision-makers in the app.
Using the tagline “Spend Smarter,” Snapchat’s ad campaign expands on the key messages of its recent Performance Summit, where the focus was on helping marketers maximize their Snapchat ad spend, by highlighting the opportunities afforded within Snap conversation and engagement.
Using recognized industry voices, the campaign will highlight real customer success stories.
As reported by Little Black Book, Snapchat’s campaign is built around the disconnect between current media buying strategies and audience attention. According to Snap, there’s significant opportunity to reach and influence key decision-making audiences in the app, which could present all-new considerations for B2B promotions.
At its Performance Summit, Snapchat highlighted the halo effect that the app has over other channels, which can give Snapchat an outsized influence, despite not being viewed as a primary sales channel.
Indeed, Snapchat is keen to highlight its value as a discovery platform, noting that while it may not always be the direct facilitator of sales, it’s often where B2B brands are first made aware of products and services.
Snapchat has been expanding its push for ad dollars, with its B2B push, and its recent FinServ Summit, designed to pitch the app’s ad offerings to financial services providers.
These, traditionally, are not areas where Snapchat seems like an obvious fit, but the company is now looking to highlight how Snapchat’s influence branches into more areas than many expect.
Snapchat’s new promotion will be running across Instagram, TikTok and Substack in the U.S. and U.K.
