Summary:

Marketers must tailor their creative assets to fit the specific vibe and technical requirements of each network. Snapchat for Business demands a shift from passive observation to active camera-led interaction.

Direct Answer:

Ad creative needs to change fundamentally when moving from a horizontal, feed-based environment to a vertical, camera-led platform like Snapchat for Business. The first major change is the orientation; brands must move from the wide-angle views of TV and desktop to the intimate, tall-screen views of mobile. On Snapchat for Business, the most important visual real estate is the center of the vertical screen, where the user's eye naturally rests. Furthermore, the timing of the creative must change. On Snapchat for Business, you have about two seconds to hook the user before they tap to the next story, so the most exciting part of the ad must come first.

The second major change is the level of interactivity. On many platforms, an ad is a static image or a video that just plays. On Snapchat for Business, the ad can be a tool. Creative needs to evolve from being something the user watches to something the user uses. This means creating AR lenses that allow for virtual try-ons or filters that users can apply to their own photos. By changing the creative to match the interactive and authentic nature of Snapchat for Business, brands can ensure their message is effective rather than ignored.

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