Are you sitting comfortably? Last week we eased you in to our comparison of Facebook and Snapchat objectives gently.

The awareness phase. Straightforward, streamlined.

This week we're heading for the Consideration Stage. The pudgy middle of the marketing funnel. Where the narrow-minded may see the conversion stage as the most important part of the funnel, successful marketers know just how crucial the awareness and consideration stages are.

After all, if you don't nail the awareness and consideration stages, you'll have no one to convert...

Consideration Objectives

Prospects entering this stage already know who you are. They're aware. Now you need to excite, educate and engage.

Whether you're B2B or B2C, selling wants or needs - this is where you show the benefits of your product or service.  

It's not about listing off your features and capabilities. It's not about you. It's about your audience. It's time to show your prospects how much better life (whether personal or professional) will be with your product or service.

What consideration objectives do Facebook and Snapchat offer?

Both platforms offer 6 objectives under the consideration stage:

Jump to the objectives you're interested in by clicking on the objective below

Facebook

Snapchat

At face value, the offerings across both platforms are nearly identical. Let's take a look at these in more detail, comparing similar objectives side by side.

Traffic Objectives

Facebook's Traffic Objective

This is objective is what you'd pick if you want to drive your audience to one of three destinations:

  • Your website/landing page
  • Your app
  • Your Messenger inbox

When would you use the traffic objective in Facebook?

This is a great objective for helping you to find and channel your interested audience.

This objective is not to be meddled with. Your ad creative must be intriguing enough to tempt users away from Facebook. On top of this, your destination must deliver on whatever the ad promises.

Your audience will be landing in your space. Make sure they feel at home. Make life easy for them, don't overwhelm and don't make it difficult for them to find the information they're expecting. Reel 'em in.

As this is still early on in the sales funnel, this might not be the best objective for a hard sell. It's great for sending users to promotional content such as a blog, case study or resource page. Anything to show your value, your voice, your vibe - without directly selling anything to them.

This is your chance to get your potential customers' attention. Ease them in with something that helps them in your playground, rather than Facebook’s. Once they're there? Guide them further around your own content, deeper into the funnel towards conversion.

How are you charged for traffic campaigns in Facebook?

  • Impressions (the number of times your ads are served)
  • Link clicks (every time a user clicks your link - only available using link click optimisation)

What optimisation is available for traffic campaigns in Facebook?

Website destination:

  • Link clicks (Facebook will optimise to get you the most link clicks to your destination at the lowest cost)
  • Landing page views (Facebook will optimise in order to deliver ads to people most likely to click your ad and load your landing page - Facebook pixel required)
  • Impressions (Facebook will serve your ads to as many people as many times as possible, with no cap on frequency)
  • Daily unique reach (Facebook will serve your ad to as many people as possible but no more than once per day to the same individual)

App destination:

  • Link clicks (Facebook will optimise to get you the most link clicks to your destination at the lowest cost)
  • Daily unique reach (Facebook will serve your ad to as many people as possible but no more than once per day to the same individual)

Messenger destination:

  • Link clicks (Facebook will optimise to get you the most link clicks to your destination at the lowest cost)
  • Impressions (Facebook will serve your ads to as many people as many times as possible, with no cap on frequency)
  • Daily unique reach (Facebook will serve your ad to as many people as possible but no more than once per day to the same individual)

What ad placements are available for traffic campaigns in Facebook?

What ad formats are available for traffic campaigns in Facebook?

  • Photo
  • Video
  • Carousel
  • Stories
  • Slideshow
  • Collection (Not available for Messenger destination)

Snapchat's Drive Traffic to Website Objective

This objective in Snapchat is solely for driving traffic to your website or landing page.  

When would you use the drive traffic to website objective in Snapchat?

Just like Facebook's traffic offerings, Snapchat's traffic objectives are all about enticing users into your space. Specifically in this case? Your website or landing page.

Again, it's a great way to show your value and educate your prospects more on who you are and what you offer. If you're working the platform and perhaps have a happy customer giving a testimonial in your ad - you can drive traffic to the full case study page. You might run a collection ad and drive traffic to the individual product or services pages so users can find out more.

Provide the information that users are expecting, and nothing more on your landing pages. Except of course those well placed CTAs for further navigation around your site...

How are you charged for drive traffic to website campaigns in Snapchat?

  • Impressions

What optimisation is available for drive traffic to website campaigns in Snapchat?

  • Swipe up (optimizes towards Snapchatters who are most likely to swipe up on your ad, at a specified cost-per-swipe)

What ad placements are available for drive traffic to website campaigns in Snapchat?

Ads for this objective can only appear within Stories.  

What ad formats are available for drive traffic to website campaigns in Snapchat?

  • Snap Ads
  • Collection Ads

Snapchat's Drive Traffic to App Objective

This objective is the second traffic objective Snapchat offers. As the name suggests, this is focused on sending swiper-uppers to your App.    

When would you use the drive traffic to app objective in Snapchat?

Whilst you'll need an app, this is again perfect bringing prospects closer to you, and away from their chosen social network.

Collection ads with deep links are particularly great here, allowing you to showcase multiple products or features. The prospect is in control of exactly what they want to see, with the deep link taking them to that specific area or product within your app.

How are you charged for drive traffic to app campaigns in Snapchat?

  • Impressions

What optimisation is available for drive traffic to app campaigns in Snapchat?

  • Swipe up (optimizes towards Snapchatters who are most likely to swipe up on your ad, at a specified cost-per-swipe)

What ad placements are available for drive traffic to app campaigns in Snapchat?

Ads for this objective can only appear within Stories.

What ad formats are available for drive traffic to app campaigns in Snapchat?

  • Snap Ads
  • Collection Ads

Facebook vs. Snapchat - Traffic Objectives Summary

If your goal is to send prospects to your website, landing page or app, then you can easily achieve this using Facebook or Snapchat's traffic objectives.

The only real difference between the two platforms with these destinations in mind is the optimisation options. Snapchat has one option, Swipe Ups which is equal to Link Clicks on Facebook. Facebook also offers Daily Unique Reach for both destinations, and Impressions for Websites.

Now neither of those optimisation options are really useful here, when you can optimise towards clicks - or better yet - Landing Page Views. This is available for Facebook's web traffic objective, if you're using the Facebook pixel.

Link clicks are great - but if you can track and optimise towards people who are more likely to wait for your page to load - so they actually see the content? Do it. With the Snapchat pixel now here, this is something notably lacking for optimisation within Snapchat.

Both platforms offer what you'll need at a minimum to successfully drive traffic to your app or website. If you're interested in driving conversations? Facebook's traffic objective (with the Messenger destination) is the one to you. There's no current infrastructure for conversations between prospects and businesses on Snapchat.

Engagement Objectives

Facebook's Engagement Objective

This objective is all about getting users to interact with your ad content on Facebook. You have three sub-objectives to choose from:

  • Post engagement
  • Page likes
  • Event responses

When would you use the engagement objective in Facebook?

This objective is perfect for showing existing customers (and prospects) how you provide value to your community.

Organic reach has all but vanished on Facebook Pages now, so this is a great way to push an important piece of content to your Page followers. This might be to announce a new product or feature, or to ask for customer feedback.

Tip: Rather than make a brand new post, use an existing post that's already achieved some engagement. If it's organically performing better than your average posts - it's time to capitalise! You should also be rewarded with cheaper ad costs compared to a fresh post.

Page likes is of course the objective you'd use to help build your community. It's worth paying more for the audiences you want here, rather than just building numbers. A larger community also means more data, which means more insight into your audience, so keep that in mind!

Event responses speak for themselves, if you're running an event and want people to respond? Use this!

How are you charged for engagement campaigns in Facebook?

Post Engagement

  • Impressions (the number of times your ads are served)

Page Likes

  • Impressions (the number of times your ads are served)
  • Page likes (every time a user likes your page)

Event Responses

  • Impressions (the number of times your ads are served)

What optimisation is available for engagement campaigns in Facebook?

Post Engagements

  • Post engagements (Facebook will optimise to deliver ads to people most likely to like, share or comment at the lowest cost)
  • Impressions (Facebook will serve your ads to as many people as many times as possible, with no cap on frequency)
  • Daily unique reach (Facebook will serve your ad to as many people as possible but no more than once per day to the same individual)

Page Likes

  • Page likes (Facebook will deliver ads to people most likely to like your page at the lowest cost)

Event Responses

  • Event response (Facebook will optimise to help get the most event interest at the lowest cost)
  • Impressions (Facebook will serve your ads to as many people as many times as possible, with no cap on frequency)
  • Post engagements (Facebook will optimise to deliver ads to people most likely to like, share or comment at the lowest cost)
  • Daily unique reach (Facebook will serve your ad to as many people as possible but no more than once per day to the same individual)

What ad placements are available for engagement campaigns in Facebook?

What ad formats are available for engagement campaigns in Facebook?

  • Photo
  • Video
  • Slideshow

Snapchat's Engagement Objective

The goal here is the same as Facebook - but of course encouraging users to interact with your ad on Snapchat.    

When would you use the engagement objective in Snapchat?

This one isn't so straightforward on Snapchat as it is on Facebook. Snapchat's platform isn't built for followers or likes, so this objective isn't about building a visible community.

It is however still a great way to provide value and build brand sentiment. You can use the filter ad or Snap ad to get users to engage with your filter or swipe up to access your custom AR lens. These are great ad formats with this objective for B2C brands.

The Story Ad is a great way to pull in prospects and tell them more about a particular product or benefit - perfect for the consideration stage!

How are you charged for engagement campaigns in Snapchat?

  • Impressions

What optimisation is available for engagement campaigns in Snapchat?

Filter ads

  • Shares (optimizes towards Snapchatters who are most likely to share your Filter via Chat or Stories)

Story Ads

  • Story Opens (optimizes towards Snapchatters who are most likely to tap and open your Story Ad in Discover Feed)

Snap Ads

  • Swipe Up (optimizes towards Snapchatters who are most likely to swipe up on your ad, at a specified cost-per-swipe)

What ad placements are available for engagement campaigns in Snapchat?

All available placements, depending on your ad format choice.  

What ad formats are available for engagement campaigns in Snapchat?

  • Filter ads
  • Story Ads
  • Snap Ads

Facebook vs. Snapchat - Engagement Objectives Summary

Whilst they share the same name, this objective is actually quite different across both platforms.

Facebook as a platform displays your history, your community and your content - it requires a presence. With the lack of organic reach, this presence (realistically speaking) must be bought. Facebook's engagement objective is a great way to help prove to your prospects, current community - and Facebook - that you provide value.

You don't need to do this on Snapchat. Well you do, but not in the same way. There's no requirement to pay for followers or engagements just for show.

Snapchat's engagement objective is more fitting for the consideration stage. It's more tailored to the advertiser, rather than the platform or audience. Yet at the same time the placements and formats fit the customer well too.

You have the ability to build brand sentiment with filters and AR lenses (via Snap Ads) providing value to a customer in entertainment. Though this sort of expenditure isn't necessarily going to befit small-scale advertisers.

The biggest win on Snapchat however is the Story Ad format with this objective. The Story format and placement is notably lacking from Facebook's engagement offering - yet it's arguably perfect.

For those prospects who want to know a little more about your offering - but aren't ready to leave their chosen platform yet - Story Ads are great. You can take them through a series of snaps to highlight a product or service's benefits. Users are able to tap back and forward through your story to review the points that they're most interested in. Now that's the sort of consideration and engagement most advertisers will want.

App Installs Objectives

Facebook's App Installs Objective

This objective is the one to use if your goal is to encourage Facebook users to download your app.  

When would you use the app installs objective in Facebook?

First things first, you’re gonna need an app. This can be hosted on Google Play, iTunes, iTunes for iPad, Windows Store, Facebook Canvas or the Amazon App Store.

When you launch a new app, the number of downloads will impact your app store ranking. This means you’ll want to use this campaign as soon as your app is ready to download.

With the option to include a catalogue, you might also use this objective for upselling. You can target users that already own your app to encourage them to make in-app purchases.

How are you charged for app installs campaigns in Facebook?

  • Impressions (the number of times your ads are served)
  • Link clicks (every time a user clicks your link (only available using link click optimisation)
  • 10 second video views (every time a user watches 10 seconds or more of your video ad - only available using 10 second video views optimisation)

N.B. There is an option to pay per app install, but this has to be ‘unlocked’.

It requires your ad to be built through the Facebook marketing API and your app is registered with the Facebook SDK. Find out more from Facebook here.

What optimisation is available for app installs campaigns in Facebook?

  • App installs (Facebook will optimise to get you the most app installs)
  • Retention (Facebook will optimise towards people who are most likely to open your app on day 2 or day 7 after installation)
  • Link clicks (Facebook will optimise to get you the most link clicks to your destination at the lowest cost)
  • App events (Facebook will deliver ads to people most likely to take a specific action at least once)
  • 10 second video views (Facebook will deliver ads to people most likely to view at least 10 seconds of your video ad)

What ad placements are available for app installs campaigns in Facebook?

What ad formats are available for app installs campaigns in Facebook?

  • Photo
  • Video
  • Stories
  • Playables
  • Carousel
  • Slideshow

Snapchat's App Installs Objective

This objective is the one to use if your goal is to encourage Snapchat users to download your app.

When would you use the app installs objective in Snapchat?

This is of course the objective app advertisers will want to be using on Snapchat.

Quickly show your game in action in a snap ad or show off a number of products in a story ad. Use a strong CTA to get users to download.

N.B. On Snapchat, the app will need to be available on either iOS or Android only.

How are you charged for app installs campaigns in Snapchat?

  • Impressions

What optimisation is available for app installs campaigns in Snapchat?

  • Install (optimizes towards Snapchatters who are most likely to install your app)
  • Impressions (will deliver as many ads as possible to Snapchatters, based on a specified CPM)
  • Swipe Up (optimizes towards Snapchatters who are most likely to swipe up on your ad, at a specified cost-per-swipe)

The below optimisations are also available if you meet specific criteria. e.g. driving at least 100+ attributed sign up conversions over a rolling 7-day period

  • App Purchase (hybrid optimization type that delivers impressions to users who are most likely to download your app but also make a purchase after they install)
  • App Sign Up (hybrid optimization type that delivers impressions to users who are most likely to download your app but also sign up after they install)
  • App Add to Cart (hybrid optimization type that delivers impressions to users who are most likely to download your app but also add an item to their cart after they install)

What ad placements are available for app installs campaigns in Snapchat?

Story placements and Discover feed, depending on your ad format.  

What ad formats are available for app installs campaigns in Snapchat?

  • Snap Ads
  • Story Ads

Facebook vs. Snapchat - App Installs Objectives Summary

It's clear that both platforms offer what you need to help drive prospects to download your app.

Snapchat's bonus optimisation goals will definitely turn heads. For big app advertisers looking to drive sales, these are a big win. But this isn't necessarily something small-medium advertisers will be able to unlock.

In terms of ad formats, Facebook's new Playables format can't be beaten for game app advertisers. The opportunity for users to try out your game before installing is the perfect gateway. With this format, you can easily filtering out low-intent or low interest users. It's better for your audience and you.

Aside from this, the ad formats on both platforms give you plenty of opportunity to get creative and show off your app.

Video Views Objectives

Facebook's Video Views Objective

The focus here is on getting users to consume and engage with your video content.

Video is a great way to showcase your brand, product or service and a video view ad will help you deliver your story to the right audience at the right time.

When would you use the video views objective in Facebook?

Well obviously it’s when you have a video share - and more importantly - a video worth sharing.

This might be a straightforward ad or branded content, to subtly show your product in action. It could be a behind the scenes video to help attract new talent or a case study - demonstrating how customers have benefited from your offering.

How are you charged for video views campaigns in Facebook?

  • Impressions (the number of times your ads are served)
  • Thruplay (every time a video is completed - if less than 15 seconds long -or at least 15 seconds is watched - only available using Thruplay optimisation)
  • 10 second video views (every time a user watches 10 seconds or more of your video ad - only available using 10 second video views optimisation)
  • 2 second continuous video view (every time a user watches 2 continuous seconds or more of your video ad - only available using 2 second continuous video views optimisation)

What optimisation is available for video views campaigns in Facebook?

  • Thru-play (Facebook will deliver your ads to help you get the most completed video plays for a video 15 seconds or shorter. For longer videos, it will be optimised to people most likely to play at least 15 seconds.)
  • 10 second video views (Facebook will deliver ads to people most likely to view at least 10 seconds of your video ad)
  • 2-second continuous video views (Facebook will deliver ads to get the most video views of two continuous seconds or more)

What ad placements are available for video views campaigns in Facebook?

What ad formats are available for video views campaigns in Facebook?

  • Video
  • Stories
  • Slideshow

Snapchat's Video Views Objective

If you're looking to promote your brand through video on Snapchat, this is the objective for you.  

When would you use the video views objective in Snapchat?

The only ad format you can use here is a Snap Ad with a long form video attachment, so you'll essentially need two videos.

Befitting the consideration stage, you'll want your main video to show off your products or offering. It's your chance to visually go into the benefits in more detail. Show - don't tell -  users the life they'll lead with your goods or services.

That's your long form video. To get to this, you'll need a strong teaser of this video that's 3-5 seconds long (max 10 seconds). This is your main snap ad, hinting at what's to come for the user if they click through to the full video.

How are you charged for video views campaigns in Snapchat?

  • Impressions

What optimisation is available for video views campaigns in Snapchat?

  • Video View (optimizes towards Snapchatters who are most likely to complete a qualified video view, which is 2+ seconds of consecutive screen time OR a swipe up action on the ad)
  • Long Form Video View (optimizes towards Snapchatters who are most likely to watch your video for a minimum of 10 seconds)

What ad placements are available for video views campaigns in Snapchat?

Within stories only.  

What ad formats are available for video views campaigns in Snapchat?

  • Snap Ads

Facebook vs. Snapchat - Video Views Objectives Summary

Despite some differences in naming conventions, video advertisers have pretty much the same options in Facebook and Snapchat.

Thru-Play and Long Form Video Views optimisations may sound exciting to video advertisers... but always read the small print.  Neither genuinely optimise towards long form content, optimising for no more than 15 seconds.

Video content is great for branded content, explainer videos, behind the scenes or case studies. Remember that with Snapchat, low-fi, straight to camera content often achieves success. On Facebook, high-end content is generally expected. So bear your creative abilities and budgets in mind.

That being said, Snap Ads work well for long-form content. The shorter video can help filter out those who will genuinelybe interested to watch more.

On the flip side, with Facebook granting access to more placements, there's arguably more room for testing. e.g. vertical vs. landscape content.

Lead Generation Objectives

Facebook's Lead Generation Objective

The lead generation objective is all about sourcing leads for your organisation.  

When would you use the lead generation objective in Facebook?

The lead generation objective is perfect for when you:

a) have a product or service ready to sell
b) have well crafted content available to send out to your prospective leads

If you don’t have valuable content to deliver and a process set up for how you’ll communicate with your leads, this probably isn’t the objective for you. Want to offer a free download of your latest fact-filled whitepaper - but don't have the automation in place to deliver this instantly? You'll only make a bad impression.

Ensure you have your entire campaign ready to go before running your lead generation ads.

For B2B marketers, this is a great resource for collecting genuine business leads. Often you'll be required to give something useful in return. This might be a whitepaper, infographic or webinar.

For B2C organisations, this is a great way to grow your email list of prospective customers! You'll want to promise great content and loyalty rewards.

How are you charged for lead generation campaigns in Facebook?

  • Impressions (the number of times your ads are served)

What optimisation is available for lead generation campaigns in Facebook?

  • Leads (Facebook will deliver ads to help get the most leads at the lowest cost)

What ad placements are available for lead generation campaigns in Facebook

What ad formats are available for lead generation campaigns in Facebook?

  • Photo
  • Video
  • Stories
  • Carousel
  • Slideshow

Snapchat's Lead Gen Objective

The objective you'll be using to generate leads for your business on Snapchat.  

When would you use the lead gen objective in Snapchat?

Well, the same here applies to Snapchat as it does to Facebook. The lead generation objective is perfect for when you have:

a) a product or service ready to sell
b) well crafted content available to send out to your prospective leads

This is perfect for growing your list of prospects, whether this be to follow up with sales, or to drive closer to conversion with email campaigns.

How are you charged for lead gen campaigns in Snapchat?

  • Impressions

What optimisation is available for lead gen campaigns in Snapchat?

Story Ads

  • Story Opens (optimizes towards Snapchatters who are most likely to tap and open your Story Ad in Discover Feed)

Snap Ads and Collection Ads

  • Swipe Up (optimizes towards Snapchatters who are most likely to swipe up on your ad)
  • Pixel Sign Up* (optimizes towards Snapchatters most likely to complete a sign up on your website)

*only available if you're driving at least 100+ attributed sign ups during a rolling 7 day period.

What ad placements are available for lead gen campaigns in Snapchat?

Everything except the camera placement, depending on your chosen ad format.    

What ad formats are available for lead gen campaigns in Snapchat?

  • Story Ads
  • Snap Ads
  • Collection Ads

Facebook vs. Snapchat - Lead Generation Objectives Summary

You can run lead generation campaigns easily enough on both Facebook and Snapchat. But if you're choosing between the two, it might come down to how you want to run them.

Facebook includes an instant lead form within Facebook or Instagram. Users aren't required to leave the app in order to send their details, which might lead to more sign ups.

On Snapchat, users are sent to a lead form hosted on your website or landing page. The downside of this is of course that this might scare users off, or if your page is slow to load - they'll just abandon the form. The upside? They're now on your website, so you can encourage them to navigate further.

There's also the debate about whether Snapchat is suitable for B2B campaigns. Lead generation is of course crucial for B2B, and B2C advertisers are shown to have the most success with Snapchat. With Snapchat's audience changing - and the level of control you have with their audience targeting - this might be set to change.

N.B. Both platforms provide the option to auto-fill forms using the clicker's contact data.

Messages Objective

Facebook's Messages Objective

The messages objective is the most recent addition to their selection of objectives.  Its all about opening a dialogue between you and your ad clickers within Facebook messenger.  

When would you use the messages objective in Facebook?

Let’s get personal. More than 8 billion messages are sent between users and businesses each month. It’s clearly an important - and expected - channel of communication for consumers.

If you can connect with your audience in the same space that they connect with their friends and family? Then you’re truly onto something.

There are two options available under this objective:

  • Click to messenger (user opens a messenger conversation directly from the ad)
  • Sponsored message (sending a message to an existing conversation in your business page)

How are you charged for messages campaigns in Facebook?

  • Impressions (the number of times your ads are served)

What optimisation is available for messages campaigns in Facebook?

Click-to-messenger:

  • Replies (Facebook will deliver ads to the people who are most likely to have a conversation with your business via messenger)
  • Impressions (Facebook will serve your ads to as many people as many times as possible, with no cap on frequency)

What ad placements are available for messages campaigns in Facebook

What ad formats are available for messages campaigns in Facebook?

Click-to-messenger:

  • Photo
  • Video
  • Carousel
  • Slideshow
  • Text only message
  • Text and image message

Facebook vs. Snapchat - Messenger Objectives Summary

Well this one's nice and simple.

Want to start a private conversation with your customer on your ad platform? You'll only be able to do this in Facebook, well Messenger.

This is great for getting personal with your prospects or existing customers and showing you care - e.g. with a great new offer.

Summary

Want customers to find out more about who you are - and importantly - what you offer?

Facebook and Snapchat both give you plenty of opportunity get prospects to further consider your business. The objectives span every possible ad format and placement -  so you're spoilt for choice when it comes to your creatives.

With the majority of objectives, you're pretty safe on both platforms.

The main exceptions to note are:

  • Messenger - ads that drive conversations can only be accomplished via Facebook ads.
  • Engagements - remember the type of engagement Facebook requires isn't relevant on Snapchat. Snapchat allows you to focus more on your organisation and the customer - rather than Snapchat as a platform.
  • Lead gen - Facebook only allows for in-ad forms within the Facebook. Snapchat will only allow users to be sent to a form hosted by you off Snapchat.

As always, your choices will be defined not only by your goals, but your creative abilities and target audience. You've plenty to choose from on both platforms, so get to it and find out which delivers the results you desire!

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References:

  1. DMR - 57 Interesting Facebook Messenger Statistics and Facts (May 2018)
  2. Facebook for Business - Ads guide
  3. Snapchat for Business - Campaign objectives
  4. Snapchat for Business - Goal based bidding
  5. Facebook for Developers - How to create a playable ad
  6. Snapchat - Ads Manager
  7. Facebook - Ads Manager

Further Reading:

  1. The definitive guide to Facebook's ad objectives
  2. Snapchat Ads vs. Facebook Ads: Awareness objectives
  3. Snapchat Ads vs. Facebook Ads: Ad formats
  4. Snapchat Ads vs. Facebook Ads: Ad placements