As much bad press it received through the years, Snapchat remains extremely popular among tons of other social platforms. If you have a business and are looking to engage younger demographics but aren’t sure where to start, then Snapchat might be the answer to all your problems. The level of engagement is impressively high on the platform, especially for businesses (surprisingly). So what do you say, are you ready to learn more about simple ways to reach your target audience?
Let me start by clarifying one thing: Snapchat is not right for every business. Understanding the pros and cons of using the app is necessary in order to reach the appropriate business growth and development you’re on the hunt for. However, if the following points I’ll be going through sound like what you’re looking for, then Snapchat might be the best choice for your business.
Snapchat’s audience is young (it reaches 75 per cent of millennials and gen Zers), and it’s not afraid to use the app—according to Oberlo, over 210 million snaps are created on the platform every day. And its popularity is increasing. In April 2021, Snapchat posted its latest performance update, showing solid increases in both usage and revenue throughout Q1 2021.
Snap has seen particularly strong growth in India, with its Android update, rolled out back in 2019, playing a key role in boosting Indian user uptake (Android is the most popular OS, by far, in the Indian market). Indeed, Snapchat reports that for the first time in Q1, the majority of its daily active users (DAU) were on the Android version of the app. That’s a big switch for a company that long resisted Android, and focused more on aligning with the technical superiority of iOS devices. Snapchat also launched its first Snap Original for the Indian market in the quarter, with a local version of ‘Phone Swap’.
When it comes to advertising on the app, Snapchat Ads are full-screen, immersive and engaging ads that tend to inspire action. Snapchat Ads work for all advertisers, from global brands to small and medium businesses. Advertising on the app has been described as less intrusive than on other big platforms such as Instagram or Facebook. Ads tend to have a more ‘organic feel’.
Using specific Snapchat templates, any brand can successfully tap into the social media’s engaged audience. Furthermore, businesses can go as far as to design customised filters to highlight their brand in a fun and sharable way. Other advertising solutions on the platform can be better tailored to your business.
Snapchat’s full-screen ads allow you to never compete for a viewer’s attention with other content again. Snapchat also provides you with shoppable ad formats that showcase your products, services, or experiences you sell online.
Businesses of all sizes can launch advertising campaigns on Snapchat with as little as £5 a day. How pricing works on Snapchat is determined by a number of factors such as your selected advertiser objective, your selected budget, the duration of your campaign, and your bid goal/amount (if you’re using Snapchat’s goal-based bidding). You can find more info on Snapchat’s website here.
In order to get started on the app, you’ll need to set up your personal account. Once you’ve created your account, you’ll be able to set up your business account within Snapchat’s Ads Manager. Once your business account has been created, you will be prompted to create your first Snapchat Ad within Ads Manager.
Then you’ll either be able to launch ads with Instant Create or Advanced Create. If you use the former, go to Snapchat’s Ads Manager, navigate to the drop-down menu in the top left corner, click on Manage Ads, then select Create Ads. Next, in the centre of the browser, select Instant Create. Choose your advertising goal, enter in your business details, design your ad, select your ad delivery preferences and hit publish to launch.
To get started with Advanced Create, go to Snapchat’s Ads Manager, navigate to the drop-down menu in the top left corner, click on Manage Ads, then select Create Ads. Next, in the centre of the browser, select Advanced Create. Build your campaign by selecting your advertising objective, and build your ad sets by entering in your details, placements, locations, demographics, audiences, devices and delivery information. Next, design your ads to drive your selected campaign objective. Lastly, confirm your campaign setup and hit publish.
Recently, Snapchat has highlighted its rising e-commerce opportunities, with increased investment in AR try-on tools, digital clothing for avatars and advanced opportunities via its evolving full-body scan AR tech. The platform also says that over 75 million Snapchatters watched beauty-related content each month on Discover in Q1, which could point to further marketing opportunities on the platform that play into its advanced AR features. Snapchat launched a new AR try-on experience with Estee Lauder earlier last month.
Snapchat is focused on providing more tools around apparel and accessories, and helping buyers find the right size, fit, in order to reduce friction in online shopping experiences. Snap also acquired FitAnalytics last month, a company that provides tools that help brands facilitate more accurate product matches through AR.
The four ‘official’ reasons your Instagram account might have been shadowbanned:
1. Your account is continually being reported.
2. You are using software that violates Instagram’s Terms of Service, such as buying fake followers or auto-posting websites (Buffer is fine). You can use this link to see how to remove third party posters from your account.
3. You are exceeding your daily/hourly limits of engagement. Depending on the age of your account you receive 150 likes, 60 comments, and 60 follow or unfollow per hour.
4. You are using a broken or abused hashtag. Even innocent hashtags such as #besties can, and have become overrun with ‘offensive’ material. Instagram will ban or limit broken hashtags. So, if you use it, you will get shadowbanned. Here is a list of all banned hashtags you should avoid in 2021.
You can also check whether you’ve actually been shadowbanned on the app by going through those 3 simple steps.
Shadowbanning—also called stealth banning, ghost banning or comment ghosting—is the act of blocking or partially blocking a user or their content from an online community. Anyone who gets shadowbanned will not be told that they are, and most users will only realise it after a while. Signifiers include a noticeable dip in likes on new posts, or someone else notifying they are unable to tag or search the shadowbanned account.
Shadowbanning has been recorded on various internet platforms since the 80s, but it only started appearing on Instagram in 2017. Instagram explained that the ban is intentionally coded and that it aims to stop bots, spammers, as well as protect younger users from being exposed to ‘sensitive’ material. With around 1 billion users, it’s impossible for Instagram to monitor all its content manually, so specific topics have been classified as triggering.
Because of Instagram’s regular changes to its algorithm, these triggers are hard to keep tabs on. That’s why, in the same way banks might block your bank account as soon as they see fraudulent behaviour on it, Instagram shadowbans an account as soon as it deems it contains triggering content. However, as many people have witnessed in the last few months, the ban can sometimes block some accounts that don’t seem to be violating any terms. The question is, what does Instagram really qualifies as ‘triggering content’, and what can be done to avoid getting shadowbanned?
When Instagram started its trial to remove likes last year (mostly in the US at first), the social media platform also asked for a push in ‘authenticity’, and yet, there seemed to be a rising number of accounts deletion and censorship at that time. What I had noticed myself on my Instagram feed had then been confirmed by journalist Chanté Joseph in an article for The Guardian, which highlighted how the platform was, and still is, shadowbanning creative accounts, and queer-inclined ones more specifically.
London’s party and DJ collective Pxssy Palace has been one of the many accounts affected by the 2019 shadowban. Screen Shot spoke with them about it, “There is no denying that the algorithm is targeting specific groups as we can all see it for ourselves. Not being able to search people’s accounts under the ban, not seeing posts from people in months and the list is continuously growing. The fact is that racist posts have been left on feeds as they ‘do not break any of the community guidelines’ and it’s wack, as we have people’s accounts being taken down left, right, and centre for calling out these racist, homophobic individuals.”
Talking about how long exactly this has been going on, the collective added, “This has been going on for a while now, it’s been BPOCs who have been heavily targeted for also speaking out time and time again. The algorithm will never favour us and Instagram denying time and time again that it doesn’t shadowban is beyond frustrating now. It’s also frustrating how much we have been relying on this platform to connect with our community and inform them about events, so we are beginning to foster community offline and in other methods such as mailing lists and WhatsApp groups.”
As Pxssy Palace highlighted, this shadowban is particularly distressing to queer accounts, which actually rely on the social media platform to promote and sell tickets for events. As trivial as it might seem, the ban largely affects the LGBTQ community. “We shouldn’t have been relying on Instagram as the only method [for promotion], however, it was a really great tool. The internet could turn off tomorrow and we would have no idea of what’s going to happen—it’s a wake-up call to make sure we are fostering offline communities, so we are protected. At the moment, Instagram is directly affecting ticket sales, and therefore the livelihood of QTIPOC who work with us regularly,” shared Nadine Ahmad with Screen Shot.
The Instagram shadowban supposedly lasts for 14 days, although many users claim that they have been shadowbanned for several weeks, and sometimes even months.
So, if you think you have been shadowbanned too, here are 10 tips to get rid of that nasty shadowban:
Apparently, some people say that a two-day silence helps remove the ban. After that, feel free to keep on engaging, chatting, and using the platform as usual.
Delete hashtags from your recent posts, as some of these might be blocked or banned. Additionally, place your hashtags in the caption of your posts, not in the comments section, and don’t go overboard with hashtags. Never go near the maximum number of hashtags (30), and never repeat hashtags.
Don’t make sudden changes to your user info, bio, email address during this period. Avoid any mass liking, mass commenting, following or unfollowing spree.
Contact Instagram and tell the company that your posts aren’t showing up in hashtag searches, but don’t tell them you’ve been shadowbanned.
Currently, the algorithm favours videos, and imagery over text, especially for sponsored posts.
Create a backup account, also known as a ‘sock’.
Try switching your profile to Male as @dyelindsey reports.
Check on Instagram which third-party applications you’ve given permission to, and delete as many as possible.
Use censored language, such as ‘s*x’, and acronyms.
Avoid engaging in any spam-like behaviour, such as mass liking, leaving short, duplicate comments, or regularly using keywords that are likely to flag as questionable.
In the meantime, let’s hope that the tips above help you prepare for the next shadow ban. If you think your account is somehow still getting censored for one reason or another, here’s my last trick that I originally found on the app itself. When you post some new content on Instagram, make sure you and your followers first save the post before liking and sharing it—the more, the better apparently. Good luck!