Snapchat offers several ad formats, and choosing the wrong one is a common reason campaigns underperform. A format that is perfect for awareness can be weak for direct sales, and the opposite is also true.
Here are the main Snapchat ad formats, what each one does well, and how I choose between them for clients.
Quick Answer
The main Snapchat ad formats are Single Image or Video Snap Ads, Story Ads, Collection Ads and Dynamic Ads for product catalogs, plus Commercials and AR Lenses for bigger brand budgets. For most performance advertisers, Single Video Snap Ads and Collection Ads are the best starting point, with Dynamic Ads once you have a product catalog and Pixel data.
- Single Image or Video Snap Ads: the default for most goals.
- Collection Ads: show several products, great for e-commerce.
- Story Ads: appear in Discover with a branded tile.
- Dynamic Ads: automatic product ads from your catalog.
- AR Lenses and Commercials: mainly for brand awareness.
Snapchat Ad Formats at a Glance
| Format | Best for | Notes |
|---|---|---|
| Single Image or Video | Traffic, leads, sales | Full-screen vertical, easy to test |
| Collection Ads | E-commerce sales | Main video plus product tiles |
| Story Ads | Awareness, consideration | Branded tile in Discover |
| Dynamic Ads | Catalog retargeting | Needs Pixel and product catalog |
| AR Lenses | Brand engagement | Higher cost, creative heavy |
How I Choose a Format
- Start with Single Video Snap Ads to test offers and hooks quickly.
- For stores with several products, add Collection Ads.
- Once the Snap Pixel has enough data, connect a catalog and test Dynamic Ads.
- Use Story Ads and Lenses only when brand awareness is a clear goal and budget allows.
Creative Tips for Snapchat
- Shoot vertical, full screen, with the hook in the first second.
- Use real people and natural phone-style footage.
- Add captions, because many people watch without sound.
- Keep one clear call to action.
Snapchat creative works much like TikTok. My TikTok Spark Ads guide covers the same native-content principles.
Snapchat Ad Formats FAQ
What is the best Snapchat ad format for sales?
Single Video Snap Ads and Collection Ads are usually the best starting points for sales, followed by Dynamic Ads once you have catalog data.
What are Snapchat Collection Ads?
They combine a main image or video with product tiles that link to individual products.
Do I need a product catalog for Snapchat Dynamic Ads?
Yes. Dynamic Ads use your product catalog and Pixel data to show relevant products automatically.
What size should Snapchat video ads be?
Snapchat ads are full-screen vertical, so create vertical videos designed for mobile.
Are AR Lenses worth it for small businesses?
Usually not at first. They are better for brands with awareness goals and larger budgets.
Final Thoughts
Pick the format that matches your goal, start simple with Single Video Snap Ads, and expand to Collection and Dynamic Ads as your data grows. That is how most successful Snapchat accounts are built.
Official Resources
Need help with Snapchat ad formats?
I am Rubel Hasan Rokib, a data-driven digital marketer based in Bangladesh. Send me your website or ad account details on WhatsApp and I will reply with a clear plan.
