Leveraging TikTok and Snapchat Ads for Mobile Marketing Success

Buse Kanal

11 April 2025

The world of mobile marketing is evolving fast, and if you’re not leveraging TikTok and Snapchat Ads to promote your app, you’re missing out on a massive opportunity. These platforms have become powerhouses for engaging younger audiences, driving app downloads, and boosting brand awareness.

With millions of daily active users, using TikTok and Snapchat for app marketing is no longer optional—it’s a must. But how can you create campaigns that actually work? What ad formats drive the most engagement? And how do you track campaign success?

In this guide, we’ll break down everything you need to know about mobile marketing with Snapchat and TikTok, including:

Best practices for running ads on these platforms
How to reach younger demographics through engaging content
Ways to measure and optimize your campaigns for success

Let’s dive in.

Why TikTok and Snapchat matter for mobile marketing

TikTok vs Snapchat ads for mobile growth—which platform should you focus on? The truth is, both have unique advantages.

TikTok: The viral marketing machine

TikTok has over 1.5 billion monthly active users, making it a goldmine for mobile marketers. With its algorithm favoring engaging, organic content, even small brands have the chance to go viral overnight.

Why TikTok ads work for app marketing

Massive reach – A global audience ready to engage
Authentic content – Ads blend seamlessly with user-generated content
Strong Call-to-Actions (CTAs) – Direct users to app downloads instantly

Snapchat: The engagement powerhouse

Snapchat boasts over 800 million daily active users, with a highly engaged audience that spends hours on the app. If your goal is deep engagement rather than just viral reach, Snapchat is a strong contender.

Why Snapchat ads work for app marketing

Highly engaged users – Users spend an average of 30 minutes daily on the platform
Advanced targeting – Leverage behavioral and location-based targeting
Interactive ad formats – AR lenses, filters, and immersive experiences

Now that we understand why these platforms are valuable, let’s discuss the best ways to run successful mobile marketing campaigns on TikTok and Snapchat.

Best practices for advertising on TikTok and Snapchat

Success in mobile marketing with TikTok and Snapchat isn’t just about running ads—it’s about running the right ads. The competition is fierce, and users scroll fast, so you need a strategy that captures attention, drives engagement, and converts users efficiently.

Here are the top best practices to make your ads stand out.

1. Choose the Right Ad Formats

Both TikTok and Snapchat offer multiple ad formats, each serving different campaign goals. Choosing the right one depends on your marketing objectives—whether you want to increase brand awareness, drive app installs, or boost conversions.

TikTok Ad Formats

In-Feed ads

Appear in users’ For You Page (FYP) as they scroll through their feed.
Blend seamlessly with organic content, making them less intrusive.
Best for: Engaging users naturally without disrupting their experience.
Tip: Keep your ad short and engaging. Use trending sounds and jump on viral challenges to increase visibility.
Example: A fitness app could showcase a 10-second transformation video using TikTok’s built-in editing effects to blend in with user-generated content.

Branded hashtag challenges

Encourages users to create and share content around a specific hashtag.
Best for: Driving user-generated content (UGC) and virality.
Tip: Make the challenge easy and fun. Offer incentives, like prizes or exclusive in-app features, for the best submissions.
Example: A language-learning app could create a challenge where users post a “Before & After” video showcasing how their pronunciation improved using the app.

Top view ads

Premium ads that appear as the first thing users see when they open TikTok.

Best for: Maximum exposure and brand awareness.

Tip: Use bold visuals and storytelling to hook the audience immediately.

Example: A mobile game could showcase gameplay footage with a “Play Now” CTA leading directly to the App Store.

Spark ads

A hybrid ad type that boosts existing organic content (from influencers or your own brand).

Best for: Authenticity and engagement

Tip: Instead of producing typical ads, find high-performing organic content and amplify it to a wider audience.

Example: A skincare brand can sponsor a viral review video from a beauty influencer, increasing trust and conversions.

Snapchat ad formats

Snap ads

Full-screen vertical video ads that appear between user stories
Best for: Quick storytelling and driving app installs.
Tip: Keep the message concise and action-driven. Use bright colors, fast cuts, and a clear CTA like “Swipe Up to Download.”
Example: A streaming app could use a 6-second teaser clip of an upcoming show, urging users to subscribe.

Story ads

Appear in the Discover section and allow advertisers to share longer-form content.
Best for: Narrative-driven ads and brand storytelling.
Tip: Break the ad into engaging bite-sized segments that keep users swiping.
Example: A travel booking app could use multiple short clips showcasing exotic destinations, encouraging users to plan a trip.

Collection ads

Feature multiple tappable product tiles in a single ad.

Best for: E-commerce brands looking to showcase multiple offerings at once.

Tip: Use high-quality images and videos that highlight key product benefits.

Example: A fashion retailer could create an ad showcasing different outfit styles, allowing users to tap and buy instantly.

AR lenses & filters

Augmented Reality (AR) experiences that let users interact with your brand in a fun way.

Best for: Boosting engagement and brand recall.

Tip: Make it shareable! If users enjoy the filter, they’ll spread it organically.
Example: A makeup brand could create an AR lens allowing users to “try on” lipsticks before making a purchase.

2. Prioritize short, attention-grabbing content

Both platforms are fast-paced, meaning you have only a few seconds to capture attention before users scroll away.

Best practices for high-performing video ads:

Make the First 3 seconds count

Your hook should immediately spark curiosity or emotion.
Use bold text, fast movement, or an unexpected opening.
Example: A finance app ad could start with “Want to save $1,000 fast? Here’s how!”

Keep it short and punchy

Ideal ad length: 10–15 seconds (anything longer must be highly engaging).
Use quick cuts and visual storytelling to maintain interest.

Use clear Calls-to-Action (CTAs)

Tell users exactly what to do:
- “Download Now”
- “Swipe Up to Get Started”
- “Shop Now Before It’s Gone!”
Example: A meditation app could use “Stressed? Breathe. Tap to Relax.” as a CTA.

Leverage sound & music

TikTok and Snapchat rely heavily on audio, so use trending sounds or voiceovers to increase engagement.

3. Use influencer marketing to boost credibility

Users trust real people over brands. That’s why influencer partnerships are one of the most effective ways to market your app on TikTok and Snapchat.

Why influencer marketing works:

Authenticity: Feels less like an ad and more like a recommendation from a friend.
Higher Engagement: People are more likely to engage with influencer content than traditional ads.
Better Conversions: Influencer-endorsed ads boost credibility, leading to more downloads.

How to use influencer marketing effectively:

Find influencers with engaged audiences

Choose influencers who align with your brand and target audience.
Prioritize engagement over follower count (micro-influencers often have higher trust levels).

Let them create authentic content

Don’t over-script! Allow influencers to use their natural style.
Example: A gaming app could partner with a TikTok streamer to showcase a “First Reaction” video, making it feel genuine.

Use paid ads to amplify reach

TikTok’s Spark Ads and Snapchat’s Sponsored Lenses allow you to boost influencer content.
This turns organic influencer videos into highly targeted ads with better engagement.

Track performance

Use UTM links or promo codes to measure influencer-driven conversions.
Optimize based on which influencers drive the most downloads.

Running successful TikTok and Snapchat ad campaigns requires more than just spending money—you need a smart, strategic approach.

To sum it up, here are some of the important tips you need to remember:

Choose the right ad format – Align your ad type with your campaign goals.
Make it short & engaging – Capture attention fast and keep it concise.
Use Influencers to Build Trust – Leverage authentic content for higher engagement.

By implementing these best practices, you’ll be able to increase brand awareness, drive app downloads, and maximize mobile marketing success on TikTok and Snapchat.

Targeting younger demographics through engaging ads

Both TikTok and Snapchat are dominated by Gen Z and Millennials, making them ideal platforms for reaching younger audiences.

Understanding the demographics

TikTok: 60% of users are ages 16–24
Snapchat: 75% of users are ages 13–34

To engage this audience, your ads need to be:

Authentic – Avoid overly polished or corporate-looking ads
Entertaining – Humor, trends, and challenges work well
Relatable – Speak their language and tap into their interests

Examples of engaging ad campaigns

Duolingo’s TikTok strategy: By using humor and meme culture, Duolingo’s TikTok presence led to millions of app downloads.

TikTok

Nike’s Snapchat AR lenses: Nike used interactive AR experiences to let users “try on” virtual sneakers, boosting sales and app installs.

Nike Source

If you’re not creating fun, engaging, and authentic content, you’ll struggle to capture their attention.

How to measure the success of your campaigns

A great ad campaign is useless if you don’t track performance. Here’s how you can measure success on both platforms.

Key metrics to track

TikTok ads metrics:

CTR (Click-Through Rate): How many users are clicking on your ad?
Watch time: Are users watching your video till the end?
Engagement rate: Likes, shares, and comments show ad effectiveness
Conversion rate: How many users are downloading your app after seeing the ad?

Snapchat ads metrics:

Swipe-up rate: How many users are swiping up on your ad?
Story completions: Are users watching your entire ad story?
Attachment rate: How many users are engaging with interactive elements?
App install lift: Are your ads leading to more app installs?

Using A/B testing to optimize performance

To maximize ROI, run A/B tests by experimenting with different:

Ad creatives
Call-to-actions
Targeting options

Regularly review your analytics and adjust your strategy accordingly.

Get expert help to maximize your app growth

Mastering TikTok and Snapchat Ads for mobile growth takes time, effort, and expertise. If you want to see real results, you need a data-driven and creative approach.

That’s where ShyftUp comes in.

As a leading user acquisition agency, ShyftUp has the tools and expertise to: