5 secret hacks to winning on Snapchat!

[Music] [Music] hi guys so as I mentioned so my name is Timothy Armour and I'm CEO of fanboys and today I'm going to talk to you guys about this 3 snapchat hacks to drive a ton of downloads previously the title was a [ __ ] ton of downloads but I wasn't sure how people would like react to the swearing but now that said this kind of awkward isn't it ok but beforehand gonna tell you guys a bit about fan bides what we do and how we operate so as fan bytes so businesses either call us the geeks reinventing video advertising now that seems very like huge and esoteric etc but what do we actually do and our key thing is we help brands to reach

Millennials on snapchat and I'll tell you a bit about how we actually do that it's across these two things content and distribution so well we looked out into the marketplace what we realized was two of the biggest obstacles for brands being able to reach younger people and snapchat was content and submission on the content frame we found that brands either didn't have the resources to create actual ads for snapchat because it was a completely different thing vertical video focused on this different really you theo Tian's how do you actually create content without that skill and the second thing apart from the resources was this whole idea here of actually understanding how to engage with that audience so was a lack of resources and a lack of knowledge as well and so what then would happen is one of these two things on the first front you have brands who don't have the resources creating really amateur content and that's an example here that I've shown you on t unto the right on the Left you have people who don't

understand really how to engage the audiences so even though they can create these ads all they do is repurpose the ads from Facebook Instagram Twitter TV and you end up having something that's repurposed and too polished and so the second problem we set out to solve was a distribution problem how many of you guys actually have snapped right here by show of hands okay cool a fair few great so everyone is very familiar with the art form I don't snap it kind of shows up in between your friend stories so here's actually a clear example of someone from fan bites in their story they're watching this you know beauty and makeup influencer and they're about to go to their friends story and then randomly an ad showing Jeremy Clarkson's face this shows up and as you can tell it has no context there's no relevance and it's definitely not targeted and because of this because it's just intrusive people just skip the ads really quickly how many of you guys just like skipping out ASAP ton of hands here right and at

least of this that right more than 60 percent of snapchat users skip ads on the platform so we set out to solve those problems and on the content side of things what we have done is we realize that maybe not every brand has the resources to have their own production studio and also they don't have the knowledge so what we did was we engaged and we created a network of the most creative snapchat storytellers on the planet these are 17 to 21 year olds who can create branded ads for snapchat optimized for snapchat on demand and the great thing is not only the are these guys on demand but also they are young so they really understand what the audience wants and the second thing that we did was we then a master network of the most engaged influences on the planet because to us the reason why people skip was because there was no context and there was no relevance so if we can add influences and use their brand equity and their brand advocacy and tie them in with a brand that can create something really interesting we

use that to pioneer a signature ad for mark or a sandwich ad where we have built these ads by our design network programmatically inserted in to influence the stories they talked about the ad and that takes something from being a very disruptive experience which causes things like this and actually makes it a shared experience between an influencer a brand and the user and just a really brief history about us you know we started this at the start of last year we've been very fortunate enough to see all these world's biggest brands here be able to partner up with us and also you may have seen us in a press mention or to everyone from for this insider evening impulsive featured us so that's kind of about what we do as a company so now the stuff that you actually came for right three snatcher hacks to drive a ton of downloads these are things that we as a company have used to help brands drive a ton of downloads and in this how I'm going to structure this is very simple I'm going to tell you a principle that

we've used I'm gonna show you an example of how we used it because I think is vitally important that you show you how you said rather than here you can do this or something which is completely out of your reach I think the worst presentations are when someone comes in and says we do this but it cost fifty thousand you're like yeah [ __ ] you I'm never gonna have 50 thousand it's like spend on a campaign so the first thing three snatcher has to drive a ton of downloads and the first thing is this interactivity wins right so a lot of the things on snapchat very quick very short and for for so long what brands do is they say I'm going to create an ad is going to be all about me and I'm just going to shove it in people's faces but really snapchat in its playfulness with the lenses and the filters it really takes advantage of you being interactive with a brand so an example of how we actually did this is with this app here by the way all the examples here although we work with a lot of these kind of like larger brands I'm gonna move here so you can see RT is it been

icing yeah this is better case you okay cool actually not realizing Oken I'm gonna say so people to i/o are an app who basically they reward you for taking ownership of your data so you plug in you know your email address Facebook etc and every new data source they they kind of reward you from brands it's not ammonium it's all those interesting thing in the world kind of awkward because the guy the found is actually a good friend of mine so if you hear this you'll be quite disappointed anyway so people die alright so that's what they do now they could have easy just being like where people die oh download our app but this idea of using interactivity and actually getting people to engage with them and actually engage in a back and forth conversation actually helped them quite a bit in the next example I'm going to show you is actually an example of how they our sandwich our format and where this idea of interactivity comes in bear in mind again this app just rewards you for

plugging in your data it's not super exciting but the results suggest otherwise it should play [Music] [Applause] and then people could just like screenshot this and then they went to the app so that was the whole idea behind it it was this whole idea of like interactivity etc and for us it was this idea of we could just easy say hey people die Oh download it but actually just this added

layer of interactivity and saying I've already won this is Amazon check this out eventually led to some pretty good results you see that that in 24 hours people became the number one trending up in the whole of the UK and not only that but the founder wrote an excellent post on LinkedIn about how they became the number one trending app in the UK and number four in lifestyle and also trending in the Play Store and all this comes from this idea of saying it's not about you guys especially on snapchat which is cheaper playful super interactive really creates opportunities for your brand's and so really creates opportunities for your users to actually engage the next tip here is tapping into culture this to me is one of the most important things here snapchat is a very young audience right and these guys grew up with memes and gifs and just these random expressions of pop culture and really one of the

things here that I find that brands do is they alienate themselves from the actual cultural moments again all they do is talk about themselves a lot really decide how they can fit themselves into cultural moments and so this principle here also bear in mind every single thing I've said here doesn't need a huge budget I'm talking about things like be interactive I'm talking about things like tapping into culture these are not things that are only reserved for the super cells of the world or the clash of clans or the world right these are things which are just very simple because I'm aware that the audience is like an indie developer audience but also you know have like millions of buddies so this I'm trying to make sure it's like a really obvious way that you guys cannot choose now tapping into culture here we did this example with an app called laugh so now how many of you guys have heard of 9gag right so you know just these kind of this for those who haven't heard of 9gag is a community where people share like means and gifs etc and

some of the most horrible memes on the internet have been found from 9gag and here laughs essentially an app which is a community of these people who share these funny things and when laughs came to us they said hey we'd like to be able to you know just drive downloads can you just tell people about laugh and I said well actually that's quite boring alright just hey here's off ya download right if we're able to actually fit you guys into some of the moments of pop culture which can be interesting perhaps then people would think about that moment and then think about laughs as well because like fundamentally they could get you know their feels from Twitter from 9gag from imgur so what we did here and I'm going to show the video here where did here was a crowdsource design network said what are some other really interesting like cultural moments now we know the office how many of you guys know the office so everyone recognizes that guy and he was one of

them you know my favorite character from the office but also they included means and things from pop culture like this mean here's a really famous meme of this baby you know stop stop I'm gonna pee and they were able to fit laughs into that and an example would then follow here [Music] right so again very quick 10 seconds but if he notice and all these moments they were passing and thing from these cultural means and things which people already identify with and from the campaign they were able to see you know 33,000 people go to the app store which resulted in them I think if I'm honest I know maybe they're not here so I can actually say the budget I think they spend they spent 3k and this is what I got this is a direct email actually from the founder hybrid hybrid bread is here

where's Bret that's Bret's our campaign manager yay - Bret everyone say hi Brett there you go sweet he goes hi Brett thanks to you the campaign was amazing the results were brilliant we managed to get 8.2 K downloads and this happened within a day and they spent 3 K with that which means incredibly low CPI's but it all stems back to this idea of them tapping into culture they didn't just go out and say hey we're lost but rather they decided to fit themselves into a cultural moment for them people to then go ahead to the site including people to download and the last thing here is this seem very esoteric but actually it's not remember the human you know it sounds like radio remember your father or something like that right but this is the whole idea that when you open snapchat for example right it's really personable it opens up and it's to your face and the reason why is because snatcher made this big deal about being human it's it's all about

the people it's all about the people it's not like passing a Facebook or Instagram where it's it's a lot of like aspirational stuff especially on Instagram it's like my friend takes a picture in Bali and it's like wish you were here and like well I'm [ __ ] hearing it like I'm in London right I'm working but this idea of snapshot being a place where you can just share your most personable moments it's not only just about the app but it's also about how brands can actually use those moments so again I'm going to give another example Plato Plato a social gaming app they have a bunch of different after them Ches pull a bunch of like stuff like that social gaming app and they came to us and they said hey again we'd like to drive downloads and we said actually listen like if you just wanted like basic downloads right just instils you can go anywhere for in stores right that's not really like that interesting or you want it's like high quality in stores and not only that that you're so once you actually do something which taps into an emotional feeling with

people because if you don't happen to the emotion where you basically find it's a ton of people download your app and then afterwards their attention is drops because maybe it's like a birth campaign that you did or you know you paid a bunch of people somewhere to just do really boring banner ads or incentivize installs or something like that so yeah it looks great because you can go to your investors and say hey we go you know 100,000 installs but then you see them on a tenth day hey we have no installs all right because people have this completely just forgot that really what causes retention is not just like oh this is a cool app but rather is forming an emotional connection with your users so unprompted they can keep using your app so plater came to us and said hey we like to do that and what we said listen we know your app is all around social gaming it's all around being able to play chess and snakes and ladders with all your friends rather

than again just saying hey here's Plato what our design network so I design network I'm created was a 10 second snap which is around you challenging your friends on those games so if I'm on snapchat through our inference of format you see an influencer talking about challenging your friends but you also then see the ads saying hey you challenge your friends and instantly it changes the dialogue from just hey here's Plato download us - actually you're gonna challenge your friends and you're going to use places do that and you're not only gonna do it now but you're also going to do it in a week's time in a week's time in a week's time because challenging your friends then being better than them is an emotional connection so here I'm going to show an example of it oh they didn't play what's up in it this video here there you go [Music] [Applause] [Music]

see just something is like simple as that right but the moment you saw that even me I've seen that like loads of times but the moment I saw that I was like man I want to play Brett in that game right I'm a smash player in that game but what happened there what happened again is the results again as you see not only did they get 29,000 people to go to the side but also you see a completion rate of a hundred percent a hundred percent of the people who saw the ad completed it because to them it wasn't just this as a boring ad it was to them this is actually something which is a emotional feeling for me and again I think they generated CPI's of about 30 to P and this again is just a quote again I'm really big on just show you the quotes so that people don't come in and say you're just chatting [ __ ] right I want you to actually see directly like this is stuff from actual marketing managers CEOs like yourselves because I think there's there's a lot of charlatans in this world but anyway as you can see better

than organic quality users at a phenomenal CPI and the reason why this was the case is because these users had an emotional connection and therefore they were the highest retained users and so that's it now there are the three hacks I think that is mobile app developers we could all use in order to really win on snapchat now these three hacks are actually taken from the Z book that we created five sniper hacks every marketer should know that's something that we can share afterwards but for anyone here who is actually interested in learn more about the e-book if you just wanted to learn more it's great we if you want to email us pgc at fan by zhurko DK if you use the subject line need me some downloads you would get a free creative and strategy session just for us to just figure out what the hell you could do better to win on snapchat and thank you very much I have 30 seconds do we enter into Q&A or do you guys applaud and I

can't ethically okay go see why are you shouting do you guys wanna make a question see they are they are all so shy tonight today I don't know what happens with them yeah yeah hey so the your 100% completion rate yeah and your click-through rate was one point one percent yeah I saw correctly just off the top your head any like quick ideas on how you'd push for higher click-through rate so I think another thing this was like the first I think campaign we did them but also if you look here so they got three point oh seven million views in terms of the total views they got so if one percent of like three million people go there that's kind of good but you

know we've kind of improved that in like subsequent campaigns could you then instead of using just this remember the human we just decided to use tap into culture and and try future this is everything and these and everything that calls them click-through rate to go up if anyone wants to kind of talk a bit further as you can see we have a logo here is an otter a bunch of people here also wearing otters so those are all people that you can chat to if you want to learn more cool thank you very much [Applause] [Music] you [Music]