How do you advertise an event on Snapchat?
Short answer
Advertise an event with paid Snapchat ads, such as Single Image or Video ads, Story ads or an AR Lens, run on a schedule before the date. On-Demand Geofilters, the old event option, stopped being supported in February 2023.
Formats that suit an event
- Single Image or Video ads: run in Stories and Spotlight, and are the simplest way to start.
- Story ads: let people tap through a series of images or videos, for example a line-up or schedule.
- AR Lenses and Filters: let people use your branded camera experience. Snapchat now points businesses to Sponsored Lenses instead of geofilters.
- Sponsored Snaps: deliver a Snap to the Chat tab, with an optional auto-response.
How to plan the timing
- Set a lifetime spend limit and schedule the ads to stop after the event.
- Allow for the Exploration Phase, which typically lasts 4 days or more, so do not launch the day before.
- Use Awareness and Engagement early, then Traffic or Leads closer to the date for sign-ups or tickets.
In practice
For apps and games, the event is often a launch, a season or a live in-game event. Run App Promotion for new installs and re-engagement campaigns for existing players, starting early enough to clear exploration before the event goes live.
See how we run Snapchat for apps and games on our Snapchat ads agency page.
Related Snapchat questions
- Is Snapchat good for advertising?
- Can I use a Snapchat filter to advertise?
- Can Snapchat be used to advertise events?
- Can you advertise videos on Snapchat?