Snapchat Ad Sizes & Guidelines

July 31, 2023
Since Snapchat offers a wide variety of ad options and specifications to choose from, we’re about to introduce you to some of the most common categories.
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Snapchat is neither a platform that helps you keep up with the Kardashians or your posse nor is it limited to broadcasting spontaneous selfies and stories of colorful margaritas.

Snapchat can also become a powerful marketing tool if a business knows how to utilize its game-changing social engagement options. 

When Snapchat was launched, social marketing platforms had already become so mainstream that businesses were skeptical about its potential for advertising and monetization. Ironically, now popular social platforms like Facebook and Instagram can be seen copying Snapchat’s advertising methods and engagement features like geo-targeting and stories.

Whether Snapchat is or is going to be as powerful as these popular social marketing platforms or not, one thing is for certain - Snapchat ads are too powerful of a marketing opportunity to ignore.

Why Should Brands Pay Attention to Snapchat Ads?

According to recent reports, Snapchat has over 210 million active users and the social platform has been seeing constant growth since 2014. If this number isn’t interesting enough on its own, Snapchat is also reported to have as many as 73% of users that are aged between 18 and 24 years.

For this reason, Snapchat can be utilized by businesses to especially target Generation Z users. To support this fact, another research determined that almost 90% of Snapchat users in the US are aged between 13 and 24 years.

Other than these attractive statistics for marketing-savvy businesses, the following are a few more interesting facts about marketing on Snapchat:

  • 63% of Snapchat users use the app on a daily basis
  • 61% of Snapchat users are females
  • Every 4 in 10 Snapchat users are reported to discover a new business on the app
  • Snapchat pioneered geo-filters and vertical video ads
  • The swipe-up rate of this platform is 5 times higher than average social media click-through rates

Snapchat Ad Guidelines

Initially, Snapchat came up with mobile ads, also known as Snap Ads, to engage with Snapchatters via shareable, interactive, and engaging content. However, over the years, they have come up with many different types of ads that cater to a variety of campaigning and targeting objectives. These types of ads include:

  1. Snap Ads
  2. Collection Ads
  3. Story Ads
  4. AR Lenses
  5. Filters

  1. Snap Ads

Top Snap Ads

Top Snap Ads are standard ads that are meant to display only one piece of content. This could be in the form of an image, GIF, or a video and it is strategically displayed at the very top of user feeds. 

This type of ad is ideal for driving up brand awareness, sales, or promoting events or one-off campaigns. While these ads cannot employ clickable hyperlinks in them, they can still be used to display specific URLs in the ad copy.

Snapchat Ad Specs:
  • Width: 1080 pixels
  • Height: 1920 pixels
  • Aspect Ratio: 9:16
  • Format: .MP4, .MOV, H.264 encoded
  • Audio: 2 channels only, PCM or AAC codec, 192 minimum kbps, 16 or 24 bit only, 48 KHz sample rate
  • Length: 3 to 10 seconds
  • File Size: 32MB or less

Web View Ads

Web View Ads are more or less a similar visual experience but are different from Top Snap Ads on account of the additional call-to-action. How it works is that when a user swipes up on Web View Ads, they will be automatically rerouted to your business website. 

Snapchat Ad Specs:
  • Width: 1080 pixels
  • Height: 1920 pixels
  • Aspect Ratio: 9:16
  • Format: .MP4, .MOV, H.264 encoded
  • Audio: 2 channels only, PCM or AAC codec, 192 minimum kbps, 16 or 24 bit only, 48 KHz sample rate
  • Length: 3 to 10 seconds
  • File Size: 32MB or less

App Install Ads

App Install Ads also closely resemble Top Snap Ads and Web View Ads. However, the swipe-up feature redirects users to the iOS App Store or Google Play Store.

App Install Ad Specs:
  • Video or photo must be at least 270 x 480px
  • (1080 x 1920px is recommended)

Deep Link Ads

Deep Link Ads have the sole purpose of getting users back to using your application once they have stopped using it. These ads combine an attention-grabbing ad copy with a clickable link so viewers can be redirected to a particular application from the creative ad.

Deep Link Ad Specs:
  • APP ID and URLs for both Google Play and iTunes App Stores
  • 512 x 512 px App Icon (jpeg or png)
  • Deep Link URL (yourapp://yourlink) or Universal Deep Link (https://yourlink)
  • App Name
  • Deep Link Format Card Size: Safe Zone: 330 px from the bottom
👉🏼 Snapchat Ads Pro Tips: Avoid placing critical graphics, logos, messaging, visual indicators or important language in the bottom 285 px

Long-Form Video Ads

As their name suggests, Long Form Video Ads are generally used to portray lengthier media such as short films, how to’s, BTS footage, or trailers. How it works is that the ad displays a 10-second teaser of the video and viewers can swipe up to view an extension video that could measure up to 1 GB in size. In short, this campaign objective allows you to promote your brand or product to Snapchatters through video.

Snapchat Video View Ad Specs:

File Format:

  • .mp4 or .mov
  • H.264 encoded


  • 2 channels only
  • PCM or AAC codec
  • 192 minimum kbps
  • 16 or 24 bit only
  • 48 KHz sample rate


  • Minimum length: 15 sec (no max)
  • Live and/or Motion Graphic video
  • Maximum size: 1 GB

  1. Collection Ads

Collection ads are formatted in the form of product catalogs, and they allow businesses to advertise up to 4 products per ad. Since these ads are also positioned just like Snap Ads, they can work as a frictionless and tap-able method of shopping for products or services online.

Retailers that have used collection ads in the past have been reported to experience anywhere between a 4.1 and 17 times higher engagement rate as opposed to Snap Ads. 

  1. Story Ads

Snapchat’s Story Ads (also known as Snapchat Discover Ads) allow businesses to reach their target audiences via Snapchat’s Discover Feed. Since these ads are positioned right beside other trending content that is tailored to user preferences, your potential customer can jump right into a story of 3 to 20 Snaps to engage with your content.

  1. AR Lenses

AR Lenses are a type of Snapchat ad because brands can use them to create custom lenses for their target audience. Snapchat lenses are used by more than a third of the daily active users on this social platform. For this reason, AR Lenses are a great way for brands to showcase their ‘augmented reality’ content for industry campaigns, events, and major holidays.

  1. Filters

Other than lenses, Snapchatters also love adding filters to their Snaps by swiping left or right. Businesses can also utilize filters in their marketing campaigns and here’s how:

Sponsored Geofilters

These filters work as creative overlays in Snaps that are intended to promote brand awareness while also glamorizing the user’s pictures. These filters could either be generic or be targeted to specific geographical areas. 

On-Demand Geofilters

Quite like Sponsored Geofilters, these filters are much less expensive and are designed for localized areas for short periods of time. These types of filters usually come in handy for store openings, product launches, parties, conferences, sales events, etc. 

Once a Snapchat user attends one of these events, they can access this filter and consequently spread brand awareness. Additionally, these filters offer more versatility since they can stay available for a couple of hours or even for a few days depending on the goals of your campaign.

Need help with your Snapchat Ads Strategy? Schedule a Discovery Call Today!

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