The Swipe Up to Call or Swipe Up to Text ad option for Snapchat is now available nationwide in the messaging app’s Ads Manager. From the Snapchat blog, “Snapchatters can swipe up on an ad to directly call or text a business from their mobile phone. With this new ad capability to meet your advertising objectives, you’ll be able to speed up the consumer’s decision and purchase journey by giving them the option to call you or text your business immediately.”
Why Did Snapchat Add The “Swipe Up to Call” Option?
Although consumers are increasingly reluctant to use their smartphones for actual phone calls, especially Snapchat’s younger demographic, Social Media Today notes “there are times where a call is needed,” and making phone calls often indicates higher intent from prospects. Snapchat cites automotive businesses, real estate businesses and restaurants as industries that could benefit from Swipe Up to Call. Insurance, education and consumer finance experts also know the advantages Swipe Up to Call can offer, increasing inbound call volume and offering more immediate conversion opportunities.
How Is Snapchat Looking To Increase Monetization Opportunities With Brands?
Snapchat reported a 44% year-over-year increase in ad revenues during Q4 2019, reaching $561 million. According to Marketing Land, “Snap CEO Evan Spiegel reiterated this quarter that he sees Snapchat as ‘still extremely under-monetized’ and believes there is a ‘significant opportunity’ to scale revenue success across more advertisers. The company is focused on growing its total number of advertisers on the platform and diversifying its brand partners, said Snap’s chief business officer Jeremi Gorman.” Snapchat adding enhancements like the Swipe Up to Call button is likely to entice direct marketers seeking to scale their inbound call volume and an attempt to diversify the kinds of brands who consider Snapchat a valuable part of a multichannel campaign.
How Can Advertisers Add Swipe Up To Call To Their Campaigns?
Advertisers who want to use the new Snapchat ad option will find the header Swipe Up to Call or Swipe Up to Text under Ad Types, where they can create a campaign adding “Calls & Texts” as “advertising goals.” From there, Snapchat will offer additional refinements, verifications and an “advanced create” option with more detailed options.
Are You Looking To Scale Your Inbound Call Volume?
Digital Media Solutions® (DMS) helps drive business growth by creating direct connections between consumers and advertisers via transfers and inbound, web-generated calls, facilitating meaningful conversations to help drive sales.