Enhanced Snapchat Strategy Compiled in Report, Reveals 48% Increase in Return on Ad Spend (ROAS)
In the digital marketing landscape, Snapchat continues to be a powerful platform for brands seeking to engage with their audience and drive purchases. The latest Snap Summer Guide 2025 offers valuable strategies for brands to achieve higher return on ad spend (ROAS) and larger average order values (AOV) during the summer season.
One key recommendation is to **commit to a Full-Season Runway (April through August)**. By securing budgets and scheduling campaigns, brands can maintain continuous momentum throughout the summer, ensuring presence across all peaks and troughs, and capturing sustained consumer attention.
Another crucial aspect is **embracing Smart Bidding Automation**. Activating automated bidding strategies such as tCPA (target cost per action) allows brands to dynamically optimize for purchase events, efficiently scaling campaigns without the need for constant manual adjustments, thereby improving ROAS.
To truly resonate with Snapchat users, it's essential to **tailor creative to Snapchat user behaviour and placement**. This involves utilising Sponsored Snaps in Chat, AR Lenses in Camera, and Story Ads in Discover, aligning creatives with the unique context and format of each placement. By mirroring Snapchat user behaviour in campaigns, creative fits each placement's context and format, ensuring high engagement.
Refreshing creative content frequently is also crucial to maintain high engagement and combat ad fatigue. Developing at least one new creative asset each week, alternating formats like user-generated content (UGC), creator collaborations, and branded augmented reality experiences, keeps content fresh and engaging.
Real-time monitoring of performance and iterative improvements are also vital. Brands should track key metrics including ROAS, CPA (cost per acquisition), and AOV daily, pivoting budgets towards the highest-performing placements and creatives, and employing mid-campaign A/B testing to refine messaging and visuals for optimal results.
The summer season on Snapchat offers the **lowest CPMs of the year (19% below average)**, making it a cost-effective media-buying window. The platform also delivers over five times higher active attention compared to other social platforms, providing brands a valuable opportunity to influence consumer decisions in a less cluttered environment.
Notably, **Sponsored Snaps placed in Chat achieve a 24% lift in purchases compared to other placements**, underscoring the importance of strategic ad placement aligned with user behaviour to drive both ROAS and larger order values.
In summary, the Snap Summer Guide 2025 recommends a **holistic, always-on approach with automation, placement optimization, frequent creative refreshment, and agile measurement**, all timed strategically throughout the April–August window to maximize returns during the high-engagement summer season on Snapchat. This approach can free resources for creative experimentation, leading to even more engaging and effective campaigns.
To maximize returns during the summer season on Snapchat, it's crucial for brands to adopt a holistic, always-on approach. This approach includes committing to a Full-Season Runway (April through August), embracing Smart Bidding Automation, tailoring creative to Snapchat user behavior and placement, refreshing creative content frequently, and employing real-time monitoring and iterative improvements. By following these strategies, brands can leverage the lowest CPMs of the year on Snapchat, resulting in higher engagement, improved ROAS, and larger average order values, particularly with Sponsored Snaps placed in Chat, which deliver a 24% lift in purchases compared to other placements.
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