If targeting the Generation Z or Millennial market is your telehealth’s top priority, then leveraging the marketing power that Snapchat has to offer is a must. With 300 million active users a month, Snapchat is a highly effective platform for telehealth businesses to explore, especially when it comes to running paid advertisements.
Unlike other social platforms such as Twitter and Facebook, Snapchat allows telehealth brands to engage with their audience through live videos, which can make your marketing much more effective and customizable for your audiences.
When it comes to Snapchat advertising, there are two ad styles to choose from: Story Ads and Quick Snap Ads.
Though Quick Snap Ads can be easier to create and run on the platform, the best ad type to pursue for telehealth brands are the Story Ads with the Discover Feature. Let’s review each type and how to implement them in your social media advertising to attract a larger telehealth audience.
The Discover Feature
Snapchat allows brands to post news and entertainment stories using the Discover feature. Many users spend time browsing the Discover page to read about the latest trends and viral videos. This offers telehealth brands the opportunity to stay top of mind and in front of consumers that may be interested in telehealth services.
Through story ads, companies can compile a collection of 3 to 20 videos that users can view when they click the initial video. Businesses also have the ability to attach longer-form content to ads, including adding links to buy specific products or services via call-to-action buttons at the bottom of the story ad.
So, what should you consider when making Snapchat Story Ads?
Here are three important things to keep in mind.
- Make the first 3 seconds highly visual. Whether it is through a combination of imagery and audio or fast-action type visuals, it’s important to make the first few seconds as interesting as possible. Posing an intriguing question can also work to draw the viewer in and keep them engaged. This is where A/B testing can be helpful in giving you data points to compare video performance so you know which types of video openings perform better than others.
- Make your call to action clear and compelling. Never assume that the user knows what to do next. Even if they watch all of the videos in your Story Ad, you want to be specific in the action step they need to take. Perhaps it’s booking a telehealth appointment, going to your website to learn more, or scheduling time for a free consultation, either way you want to be clear on what action viewers should take.
- Choose topics that resonate with your target audience. You want your video ads to stand out by talking about topics that are important to your target audience. Consider their pain points and what ways your telehealth services can help meet them. Creating relevant videos that your ideal client wants to watch is the best way to maximize the reach of your Snapchat Story Ads.
There isn’t a “one size fits all” approach to social media advertising, however, leveraging ad performance tools can be a highly effective way to study what is working and what may need to be changed. As you use Snapchat as an advertising channel, it will be important to spend time studying your performance metrics and using that data to inform how you create new ads.
Not sure where to start with Snapchat Story Ads? Let’s connect and I’d be more than happy to share some winning strategies I’ve used to increase ad ROI.