Better efficiency and cross promotion leads to better ROI.

‍

For years, Snapchat has had a reputation amongst many publishers as a money pit. Ever since Discover was launched in January 2015, brands and businesses looking to engage with a younger audience on the platform have had to invest significant resources into creating dedicated content.

For many, running channels simply hasn’t been worth it in terms of the returns. However, this looks to be changing, with several publishers reporting better profitability and ROI.This seems to be primarily down to better efficiency and cross promotion - publishers understand the platform, and know how to repurpose their existing content. This is the big takeaway for businesses looking to run Snapchat campaigns. 

Getting good ROI here is dependent on figuring out efficient ways to publish on Snapchat Discover without having to dedicate too much time to it as a standalone platform.