Snapchat Ads: Results from £118 of Advertising

Rich posted that Snapchat were giving £100 of ads away on this group. I'm super grateful for the tip, and wanted to update fellow podcasters on what my results were.

I spent £10/day on advertising, and used an audio waveform of an episode that I thought would have universal appeal to Snapchat's demographic. I created a 10 second audio waveform and waited for the listens to pour in.

And they didn't.

In total, I spent £118.70 which led to 116,000 impressions and 2334 'swipe ups'. In total, this led to ~20 listens.

Tracking podcast promotion/listens is an inexact science (people might have clicked the ad and picked another episode to listen to). But I didn't notice any bump in listens whilst I was using Snapchat Ads.

Conclusion

• Snapchat offers a lot of impressions and 'swipe ups' — but this traffic doesn't convert to podcast listens

What have your experiences been with paid promotion? What's worked well and what hasn't?

Possible Caveats

• My podcast is specific to Medicine (and MedTech). Snap Ads might work better for podcasts with more general appeal
• My promotion game could have just been weak