August 18, 2020·6 min read

Snapchatters are engaged social users—ones who are open to content from brands. Find out how to use video to engage them.

Snapchat is often seen as a social platform that caters to teens, but as its audience has grown, brands have taken notice and are taking advantage of the video marketing opportunities available on the social network.

Snapchat users are loyal to the platform and prolific in their posting: 186 million people use Snapchat every day, posting a combined three billion Snaps daily.

The ephemeral sharing app’s user base still skews younger than most social networks: 71% of users on the platform are under 34. And its younger audience is particularly open to engaging with video content shared by brands, especially if businesses post video Snaps that are relevant to the audience and fit in with popular Snapchat content styles.

Your business can grow its audience and connect directly with customers by creating a video strategy for Snapchat. This guide will walk you through everything you need to know to get started marketing your brand on Snapchat.

  1. Contents
  2. 1.What are the Benefits of Using Snapchat Video?
  3. 1.1You Can Reach a Wide Audience
  4. 1.2You’ll Reach an Engaged Audience
  5. 1.3You’ll Reach Users That Engage with Brands
  6. 2.How to Use Snapchat Video for Your Business
  7. 2.1Snapchat Video Stories
  8. 2.1.1Specs for Snapchat Video Stories
  9. 2.1.2Best Practices for Snapchat Video Stories
  10. 2.1.3How to Share Video Stories on Snapchat
  11. 2.1.4How to Measure the Success of Your Video Stories
  12. 2.2Snapchat Video Ads
  13. 2.2.1Specs for Snapchat Video Ads
  14. 2.2.2Best Practices for Snapchat Video Ads
  15. 2.2.3How to Measure the Success of your Video Ads

What are the Benefits of Using Snapchat Video?

Snapchat video marketing offers some great benefits to brands looking to connect with Millenials and Gen Zers. The platform started as a way for friends to share photos and videos that disappeared after 24 hours. The short lifespan of its content makes it an intimate medium that encourages users to share often.

Snapchat has since branched out to allow businesses to market their products and services on the platform. But, that sense of personal connection is still there, which makes it a great opportunity for brands looking to communicate directly with fans and customers.

There are a few key benefits of sharing video on Snapchat.

You Can Reach a Wide Audience

Snapchat is known for being loved by Millennial and Gen Z users. And while that’s true—making it a great platform for connecting with younger audiences—Snapchat’s user base is expanding. As of 2019, 52% of U.S. internet users age 26 to 45 were active on the platform. This means that, with the right strategy, you can reach a diverse audience using Snapchat video.

You’ll Reach an Engaged Audience

Snapchat users are a highly engaged bunch. More than half of Gen Z users check Snapchat 11 times per day. And overall, its users spend around 30 minutes on the platform daily. With such a captivated audience who revisit the app multiple times daily, you can push out a lot of video content on your business account without overwhelming your followers.

You’ll Reach Users That Engage with Brands

Snapchat users are more open to engaging with brands than users of other social networks, even if they’re not familiar with the brand in question.

One survey of Snapchat users found that almost three-quarters would open a Snap sent from a business and, nearly half of the users surveyed said they’d open a Snap from a brand they didn’t know.

That’s great news for smaller or newer businesses, since it means you’ll find an audience on Snapchat that’s willing to hear your message even if they aren’t already familiar with your products or services.

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How to Use Snapchat Video for Your Business

Now that you have a better sense of how your business can benefit from marketing itself using Snapchat video, let’s take a closer look at the different ways you can leverage video on the platform and the best way to connect with audiences using video content.

Snapchat Video Stories

Snapchat Stories are a collection of Snaps that you can add to on an ongoing basis. Each individual Snap from your story will be live for 24 hours before disappearing from your account.

Specs for Snapchat Video Stories

Since Snapchat is a mobile app, you’ll want to make sure all your video is optimized for vertical viewing on a mobile device.

Here are the ideal specs for Snapchat videos:

  • Recommended Resolution: 1080 x 1920 pixels
  • Aspect Ratio: 9:16
  • File Type: .mp4 or .mov
  • Maximum File Size: 32 MB
  • Video Length: 3 to 10 seconds long
cover graphic for Social Video Specs Guide

Get the Social Media Video Specs Guidecover graphic for Social Video Specs GuideEvery different social platform has its own requirements for videos. Every single one is in this guide.Get the Specs