Snapchat: A Behavioral Targeting Story

Snapchat is upping their advertising game with the addition of behavioral targeting for all brands. 

The mega social platform introduced advertising to their users in late 2014 and has increased their paid opportunities immensely in the past two years. What started off as a mass reach social platform with only demographic targeting, Snapchat has recently increased their advertising to the following six targeting options:

  1. Age
  2. Gender
  3. Location
  4. Device/Operating System
  5. Mobile carrier
  6. Behavioral (Content Affinity)

From the CEO

Unlike other social platforms, Snapchat will only be using behavioral data collected within the app to determine users’ affinities. Snapchat CEO, Evan Spiegel, states that he is against “creepy” ads and will not be using web browsing behavior or data that comes from outside the direct app.

What this means for users

If a user is heavily viewing travel videos in Snapchat, following a travel blogger account or engaging with the National Geographic channel, this user will be placed into a behavioral category as “traveler” for targeting purposes. Similarly, if a user is constantly viewing videos on the Food Network channel, their affinity category could be “foodie” or “chef” within Snapchat’s targeting parameter. Snapchat’s behavior targeting will be available beginning late 2016.

What’s next for Snapchat

While Facebook still dominates the social sphere with 105 million US users, a report by eMarketer projects Snapchats’ 57 million US users to grow by 27% per year, for the next two years. With 10 billion daily video views on this social platform, Snapchat is not ready to slow down anytime soon.

For more insight into emerging trends and how they apply to your industry, read more of our thinkingor contact us.

Written by
September 12, 2016