If you still think Snapchat is just for teenagers, you may be missing one of the most underappreciated growth channels in digital advertising.

In this episode of Retail Remix, host Nicole Silberstein speaks with Sidharth Malhotra, Global VP of SMB at Snap, about why Snapchat is becoming an increasingly important platform for small- and mid-sized brands looking to acquire new customers. Sid explains how Snap’s nearly 1 billion-strong user community has matured into a high-spending audience, why the platform’s engagement patterns differ from that of other social channels and how advertisers are using everything from dynamic product ads to AR to drive measurable results.

Key Takeaways

• How brands are using Snapchat to reach incremental audiences they may not be finding on TikTok or Pinterest; 
• The benefit of the kind of active, “two-thumb” engagement that Snap encourages, as opposed to the passive scrolling on other platforms;
• Why Snap’s AR capabilities function like a “pocket fitting room” for brands of all sizes; 
• What the “Hot Wheels problem” reveals about the limits of last-click attribution; 
• How AI is helping level the playing field for SMBs, enabling them to “out-execute the Goliaths”; 
• Why he believes chat-based commerce will be the next major frontier in performance marketing; and 
• Important tips for nailing chat-based advertising.

Related Links

• Learn more about Snap’s advertising solutions for brands and retailers
• Related reading: L’Oreal Taps Snapchat for AR Hair Color Try-on in Walmart Stores
• Get more retail industry insights from Retail TouchPoints
• Subscribe and catch up on all episodes of Retail Remix