What Happened
Ads on Snapchat are already pretty short, typically ranging from 15 seconds to 30 seconds. But with users typically skipping an ad after two seconds, Snapchat is now reportedly recommending brands to cut their ads between Stories to seven seconds and those within Live Stories to five seconds. The fast-growing messaging app is expected to grow its user base by 27% this year, according to a new eMarketer report.
What Brands Need To Do
The short user attention and low tolerance towards ads are compelling Snapchat to suggest shorter ad length, which presents various creative challenges for brands to overcome. Therefore, it is important that brands take Snapchat’s recommendation into consideration and get to the point quicker. Besides, brands seeking mobile audiences should also consider creating engaging branded content or sponsoring popular influencers to reach Snapchat users.
Source: Marketing Land
