A Comprehensive Guide to Snapchat Ad Formats

Snapchat isn’t just for quick snaps and viral trends, it’s also a powerful tool for brands looking to connect with mobile-first audiences. With a mix of immersive, full-screen ad formats, the platform offers businesses a chance to capture attention in ways that feel natural to users. Whether you’re aiming for brand awareness, app installs, or direct conversions, Snapchat’s ad formats provide flexibility and impact.

1. Single Image or Video Ads

Single Image or Video Ads are among the most straightforward Snapchat ad formats. Their focused visuals and snappy storytelling fit perfectly with Snapchat’s vertical format. Taking over the full screen, these ads highlight your main message, whether it’s a special offer or a sneak peek at your latest product.

Source: Snapchat

These ads are highly versatile and can be adapted to suit various marketing objectives, from driving brand awareness to increasing conversions. They are cost-effective and easy to produce, making them accessible even for small businesses looking to make an impact.

Single Image Ads utilize a striking photo to instantly convey your brand identity or highlight a product. A clear call-to-action, like visiting your website or exploring new arrivals, encourages quick engagement.

Video Ads run typically from 3 to 30 seconds, and they pair concise storytelling with vertical video, which feels natural on mobile devices. If you add a sound or a voiceover, you can make your ad a powerful attention-grabber.

2. Story Ads

Story Ads allow you to string together a series of Snaps, like images or short videos, to capture your audience’s imagination. Appearing among Discover posts or as branded tiles, they blend seamlessly into the user’s browsing experience. The big advantage is that as users swipe from one Snap to the next, each frame builds on the last and creates a compelling narrative.

Source: Snapchat

To create great Story Ads, each Snap should contribute to a cohesive narrative that resonates with your audience. Use engaging visuals and concise messaging to keep viewers swiping through your story, and include clear calls-to-action to drive engagement.

3. Collection Ads

Collection Ads offer a dynamic way to showcase multiple products, and are perfect for ecommerce. They feature a main photo or video accompanied by smaller clickable tiles that link directly to product pages. This setup invites users to browse your entire lineup without ever leaving the ad.

Source: Snapchat

The format is highly engaging because it transforms a simple ad into an interactive catalog.

4. Dynamic Ads

Dynamic Ads automatically personalize your ad content based on each user’s interests and behaviors. They use AI to show users what they’re most likely to want, right when they’re most likely to want it.

Source: Snapchat

On Snapchat, Dynamic Ads sync with the Snap Pixel or your product catalogs, so you can automate ad creation. This level of personalization often leads to stronger click-through rates and higher returns on ad spend.

5. Commercials

Commercials on Snapchat are short, unskippable ads that usually last 6 seconds and are designed to grab attention instantly. As a high-impact Snapchat ad format, their brevity means you have to be laser-focused: there’s no room for fluff. It’s all about a tight script, punchy visuals, and a prompt CTA. 

Since many Snapchat users watch ads with sound, a sharp voiceover or catchy music can make your message memorable.

Source: Snapchat

High production quality is important to make the most out of this Snapchat ad format. Crisp visuals and clear audio help your brand stand out from the usual feed clutter, making it more likely that viewers will remember you.

6. Sponsored AR Lenses

Sponsored AR Lenses engage users with playful, personalized experiences, ranging from fun face filters to interactive product demos. Snapchat popularized these by overlaying digital imagery onto the real-time camera feed, prompting users to “try on” your brand.

Source: Snapchat

Sponsored AR Lenses can significantly increase user engagement times, with users often interacting with lenses for up to 30 seconds or more. This prolonged engagement offers brands a unique opportunity to deepen their connection with consumers and improve brand recall.

These lenses mix fun and function. If you’re a makeup brand, you can let users see how different shades look on their faces. In the automotive world, you can let them “drop” a virtual car into their driveway, etc.

7. AR Filters

AR filters overlay your brand elements like logos, taglines, and themed frames onto user-generated photos or videos. Snapchat geofilters are particularly popular for local events, allowing attendees to add your branded overlay to their snaps. It’s a subtle way to plug your brand that gets shared organically in user feeds.

Source: Snapchat

Timing your filters with special events or holidays can further increase their impact.

You can also tap into broader trends by creating filters or lenses around memes or pop-culture moments. The goal is to make it feel natural. The more your branding aligns with how users normally post, the more likely they are to share.

Expert Tips for High-Performing Snapchat Ads

To truly excel on Snapchat, you need to implement strategies that go beyond the basics. These expert tips are designed to help you maximize engagement and conversion rates on the platform.

1. Capture Attention in the First 3 Seconds

Snapchat users won’t stick around for a slow build-up. You need a bold visual hook and to showcase your main selling point within the first few seconds, along with a snappy CTA. If you’re an online store, get straight to the product. If it’s an app, focus on compelling screenshots or a quick how-to snippet. Additionally, consider using bold text overlays or intriguing questions to immediately engage users’ curiosity.

2. Optimize for Vertical Mobile Viewing

Since users hold their phones vertically, your ads should match that orientation. Snapchat’s 9:16 aspect ratio (1080 x 1920 pixels) provides that full-screen impact. Keep it simple and direct: an uncluttered layout, a brief message, and a clear brand element. The most important information and CTAs should be placed in the center so they are easily viewable on all devices.

3. Use Motion and Sound to Stand Out

Motion and sound can make your ad stand out when done right. For example, you could add a brief voiceover explaining an offer or a catchy, high-quality sound that complements your imagery.

Experiment with animated graphics or subtle motion effects to catch attention without overwhelming viewers. Keep it lively but meaningful; over-the-top effects can distract from your core message.

4. Use Snapchat’s Advanced Targeting Options

Snapchat offers advanced targeting options to refine who sees your ads:

• Snap Audience Match: Reconnect with past customers who’ve engaged with your brand.
• Lookalike Audiences: Find new users similar to your existing ones.
• Mobile App Custom Audiences: Target people who’ve installed your app.
• Pixel Custom Audiences: Retarget website visitors who’ve shown interest.
• Ad Engagement Audience: Reach Snapchatters who interacted with your previous ads.
• Third-party Custom Audiences: Go niche by leveraging external consumer data.

AI audience targeting tools such as Pixis are also a great way to build niche segments and get better results from your Snapchat ads.

5. Test and Optimize With A/B Testing

A/B testing helps improve Snapchat ad performance by showing what resonates with your audience. Try different versions of your ads by adjusting video length, captions, CTA placements, and audience targeting. For example, compare a short, fast-paced ad with a longer, story-driven one, or test different overlays and sticker placements to see which gets more engagement.

Tracking swipe-up rates, conversions, and cost per acquisition helps identify what’s working. If one version performs better, use those insights to refine future ads. Snapchat’s interactive features, like AR Lenses and Collection Ads, offer more ways to engage users, so testing different creative approaches can lead to better results.

Use AI to Boost Your Snapchat Ad Performance

Snapchat’s unique ad formats and targeting features create plenty of opportunities, but standing out takes more than just great creative. AI helps fine-tune your campaigns by personalizing content, optimizing ad delivery in real time, and improving audience targeting.

AI-powered tools also provide analytics insights that help with budgeting and creative planning. You can see which ads drive the best results and adjust your strategy before your budget goes to waste.

Brands using AI-driven Snapchat campaigns have seen stronger engagement and higher returns. Pixis makes this technology accessible, helping you refine your targeting, improve conversions, and scale your campaigns effortlessly. Book a demo to see how Pixis can help with your future ad campaigns on Snapchat and beyond.