Snap Publisher – What does it do?

It’s about to become easier for smaller companies to manage their Snap Ads campaigns. The social platform has introduced Snap Publisher, an online video editing suite that allows you to create and edit Snap Ads. The new ad publisher includes a range of features that will help marketers to produce better ad content for their audience.

Earlier this year, Snapchat introduced its self-serve ad manager. Before that, marketers were relying on the Snap sales team or third-party ad tools to buy Snap Ads, which priced out smaller companies. Now, you can buy, manage, optimise, and view reporting for all your Snap Ads, plus organise targeting for optimising your ad’s reach. Snap Publisher is the latest offering from Snapchat Inc., which aims to make Snap Ads more accessible.

Check out exactly what the tool can do for your business:

Add design and audio elements

Marketers have been crying out for the ability to create more polished content with Snapchat and the photo and messaging giant has answered. Now, you can edit videos with text, images and animation directly in the online publisher. You can also overlay music and audio files on your Snap Ads for better quality sound.

Templates

Simplicity is the new focus of Snap Publisher. The platform offers 13 templates to choose from, with holding images and text that can be replaced with your own brand assets. Transitions and fading elements are also integrated with the templates, taking all the hassle out of editing your Snap Ads.

A/B testing

Snapchat is offering an option to run A/B testing using different ad designs. Create two different Snap Ads with Snap Publisher and run them simultaneously, then see how they’re performing against each other with the ad results from your ad manager account.

Convert assets into vertical orientation

We’ve saved the best news ‘til last: thanks to Snap Publisher’s biggest new feature, marketers no longer have to produce new content just for their Snapchat account. Snapchat’s computer-vision technology resizes horizontal videos into vertical ones for mobile screens. You can also use this feature to select clips from longer videos to fill Snapchat’s 3 to 10 second timings.

Snap Publisher is an opportunity to create more seamless and polished ads. In particular, the new editor will give smaller brands and businesses a major boost. The platform presents a great opportunity to promote your brand in a more personal way, with creative Snap Ads formats designed specifically for your audience. It’s now more accessible than ever thanks to Snapchat’s clever new tool.

It shows progress for Snapchat too – the platform has been losing out on users and ad revenue to its slicker competitor, Instagram. With its latest self-serve ad tools, Snapchat is demonstrating a willingness to develop which is fantastic news for marketers. We expect to see this channel become a bigger part of paid social campaigns over the next few months as more brands start to adopt this platform into their paid strategy. See what the new tool can do over on Snapchat’s YouTube channel.

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