Snag Engages Its Target Audience and Lowers Cost Per Lead With LinkedIn Video Advertising
Snag is the nation’s largest and fastest-growing platform for hourly work, connecting more than 90 million registered job seekers with employment opportunities at 300,000 employer locations, primarily serving restaurants, retailers and the hospitality industry. They had honed their target audience with past LinkedIn advertising campaigns, but were finding it was difficult to get job seekers to engage. Not only were they seeing fewer leads than they wanted, their advertising dollars weren’t being used efficiently.
Snag’s top priorities for their next campaign were:
• To be more efficient and get a lower cost per lead than
what they saw in their previous paid campaigns.
• To create more interactive and engaging ads than their previous static image campaigns.
• To quickly grab the attention of their target audience, who is made up of business owners and managers with little free time.
Snag releases an annual report on the State of the Hourly Worker, which had been a lead generator in the past. Because LinkedIn allows for targeting based on job title, the marketing team at Snag determined it was the right platform to get their
video content about the report in front of business owners and managers.
“You’re going to get better performance on LinkedIn,” says Ema Gantcheva, Snag’s Senior Director for Demand Generation. “People aren’t coming to LinkedIn as a grandfather. They’re coming to LinkedIn as the vice president of marketing.”
With a deep understanding of their target audience, Snag employed video advertising to get more efficient with their budget. With video ads, Snag turned their focus to value, and created a campaign geared toward achieving a low cost per lead.
With the video campaign, Snag didn’t just get more leads, they got better leads. Their hypothesis that busy professionals were more likely to engage with video proved correct, and they saw a rise in the number of engagements as well as a lower cost per lead. Overall, there was a substantial increase in performance of Linkedin video advertising over static ads.
Snag was able to engage its audience quickly and efficiently and get their entire message across in a single video.
About the company
Snag is the largest platform for hourly work with 90 million registered hourly workers and 300,000 employer locations nationwide. With Snag, employers staff up faster, hire smarter and keep shifts filled. Snag’s platform for hiring and managing teams allows people to land the right work while ensuring employers find the right workers when and where they need them.
“Sometimes people look at media as expensive versus inexpensive. I think there’s a value equation there that’s more nuanced and it needs to be factored in.”