Initially, we tested Snapchat and Instagram placements. Utilizing past learnings, we only ran video ads as they have a much stronger performance than static images. Instagram has a much more innovative platform, with a variety of different formats which aren’t available on any other platform. However, Snapchat is a powerful tool with a large youth audience which was incredibly lucrative: particularly for this campaign.
After this campaign kicked off, Facebook launched their own version of Stories and so in order to make the most of the Stories placement, we decided to run a second test between Facebook and Instagram. Due to limitations in functionality within Facebook’s platform, we could only use single static images to accurately compare the performance between the two platforms. Further, there was no option to manage the Facebook campaign on its own; it had to be included alongside Instagram targeting, giving us much less control over the budget.