For advertisers and marketers who don't use Snapchat personally, the different types of channel can be confusing. This article delineates the key differences.
At Fanbytes, we offer two different product types: one that predominantly makes use of influencer channels, and another which predominantly makes use of media channels. Each type has its advantages, and the product that's best for you will depend on your brand, what specifically you're advertising, and the main goals of your campaign.
For campaigns centred around driving awareness and engagement, or which make use of Snapchat lenses and filters, we would recommend our Influencer Ad Network. This is the best way to get people seeing and talking about your ads, and the format generally has the highest CTR (Click Through Rate). This option works great for entertainment brands, music labels, and fashion brands – as well as our AR Lens Campaigns.
For campaigns where driving conversions is the main goal, and particularly driving installs for an app, we would recommend our App Install Network. This format generally has the lowest CPV (Cost per View), CPC (Cost per Click), and CPI (Cost per Install). This option works great for conversion-based campaigns, such as driving ecommerce sales and app installs.
These channels belong to individual influencers. Most of the content consists of that person filming themselves (or being filmed), and it tends to document their day-to-day experiences.
At Fanbytes, we work with influencers with a range of audiences. From micro-influencers with 1,000 to 5,000 views, to people with 100,000s of views and more!
Many of the most popular influencers are celebrities in their own right, such as like DJ Khaled (@djkhaled305) and Kylie Jenner (@kylizzlemynizzl), are celebrities in their own right. Another large group of influencers consist of former stars of Vine, who migrated to Snapchat when the platform closed down; Jerome Jarre (@JeromeJarre) is an example.
There are also several Snapchat channels which focus on the drawing or lens-creation features of Snapchat. Some well-known examples are Cyrene Quaimcoa (@CyreneQ), Geir Ove Pedersen (@geeohsnap), and Evan Garber (@emgarber).
Overall, though, there are countless reasons why people have a following on Snapchat, and Fanbytes works with a huge variety of different types.
Jeremy Corbin (@JeremyCorbynMP)
Emily Ratajkowski (@EmRata)
Martin Garrix (@MartinGarrix)
Casey Neistat (@caseyneistat)
Karlie Kloss (@karliekloss)
John Stamos (@stamosofficial)
Most of these are channels are "themed" or "media" channels, and they post short-form content which is designed for virality - such as memes, gifs, and short videos.
Some of these channels occasionally publish longer-form content, such as tutorials, channel takeovers (by influencers), and sometimes even TV-style content in genres such as talk-shows, travel, documentaries, and lifestyle.
A few of these channels are hybrid; they combine the presence of an influencer (who appears on the channel every few days) with media channel-style content, which is posted more regularly.
These channels are more similar to the channels run by Snapchat's Media Partners (such as The Daily Mail, Sky Sports, Cosmopolitan Magazine, and so on). Their content is similar, but it is predominanlty repurposed for Snapchat from their existing media offerings, and we cannot advertise on these.