Snapchat Creative Specifications

Top Snap

  • Full screen canvas: 1080px x 1920px (9:16 aspect), scaled proportionally

  • File format: .mp4 or .mov, H.264 encoding, Storage Aspect Ratio 1:1

  • File size: 32 MB or less

  • Length: 3-10 seconds

  • Acceptable creatives: live, motion graphic, stop-motion, cinemagraph, slideshow, GIF-like, still image

  • Audio: 2 channels (balanced), target level -16 LUFS, PCM or AAC codec, min. 192kbps, 16 or 24 bit only, 48 KHz sample rate

  • Must be built on Snapchat Adbuilder

  • Additional notes:

    • To prevent overlap with the following elements, Snapchat suggests avoiding placement of logos or other graphic elements within 150px of the top and bottom of creative.

    • An “AD” slug is added by Snapchat and appears on the lower right corner of the Snap Ad.

    • A call-to-action and caret is applied by Snapchat to bottom centre of creative for Snap Ads with attachments.

  • Requirements:

    • Full screen and vertically formatted.

    • Features visual branding (i.e. logo or product placement with brand logo visible).

    • Approved for viewing by a 13+ audience.

    • If featuring your Sponsored Creative Tool, the ad must include persistent branding and a graphic text overlay with actionable message, such as, “Unlock Lens” or a campaign tagline.

    • Advertiser-supplied brand name and headline for Snap Ads running in between User Stories and in Our Stories.

  • Restrictions:

    • Letterboxing inclusive of motion graphics borders.

    • Including arrows or caret graphics to encourage swipe up on Snap Ads with attachments.

    • No static collages, no duplicative frames/boxes.

    • Rectangular text boxes that overshadow more than 50% of the screen throughout the entirety of the ad.

    • Having copy-heavy ads with text covering more than 50% of the screen for more than 50% of the ad.

    • Use or promotion of Snapcodes, Snapchat usernames (or accounts), Snap Inc. associated logos, social handles, or social platform logos.

    • Imitation of Snapchat native creative tools, UI features, or organic snaps (i.e. stickers, Bitmoji, native text bar, etc.).

    • Featuring a text graphic message to, “Swipe Up,” “Screenshot” or “Share” a Snap Ad (Please Note: Voiceover call to action is permitted).

    • Brand URLs are accepted, so long as they are simple (i.e. brand.com/fun), do not feature “Snapchat” in the URL, and appear on screen for no longer than 3 seconds (note: URLs may appear for longer when legally required).

    • Split screen where footage is duplicative.

    • Mimicking Snapchat UI (e.g. native buttons, brand name and headline, etc.) native text bar, stickers, Bitmojis, and Lenses.

  • Brand Name and Headline Placement:

    • Brand name: Up to 25 characters with spaces (i.e. company name, movie title, etc.).

    • Headline: Up to 34 characters with spaces (i.e. product name, campaign slogan/tagline, tune-in date, etc.). Please Note: Snapchat applies the brand name and headline to the upper left corner of the creative. To prevent overlap, Snapchat strongly suggests keeping the top 150 px of the canvas clear of graphics or logos. Snapchat, social handles, and URLs are not permitted to appear as the brand name or headline. Emojis are not supported in this placement.


Reference: businesshelp.snapchat.com/en-US/article/top-snap-specs



Web View

  • Requirements:

    • Provided destination URL must work in mobile Safari and mobile Chrome.

    • Destination URL must successfully pass https://search.google.com/test/mobile-friendly.

    • Destination URL must load in less than 6 seconds here: http://mobitest.akamai.com (on any of the AT&T settings).

    • Total initial page load size cannot exceed 2 MB (subject to change at Snapchat’s discretion). Loading a limited amount of additional assets asynchronously after the page is visible is permitted landscape mode).

    • Vertically-orientated experiences (as the Web View does not rotate into landscape mode).

  • Restrictions:

    • Click-tags or auto-directing of destination URL to another domain.

    • URLs with auto-playing audio.

    • YouTube, Facebook, Instagram, or Twitter URLs.

    • URLs that automatically ask for native device permissions (i.e. location), or access the phone’s native functionality (i.e. the camera, photo gallery, or microphone).

    • URLs that require Snapchatters to log into other social platforms.

    • URLs that ask for a Snapchatter’s username.

    • URLs that automatically redirect to the App Store (including iTunes) or specific apps.

    • URLs that obscure content of the page to promote app installation.

    • Third-party advertising interstitials or popups.

    • Modifications to URL content during the course of the campaign.

    • Prompting swiping behaviour within the web experience, as this can cause Snapchatters to inadvertently swipe out of the page; Tapping is recommended instead.

    • Trapping swipe interactions on the website that prevent the user from exiting the ad.

    • URLs cannot automatically redirect to another URL that will be modified during the course of the campaign without being reviewed by Snapchat.

  • Tracking:

    • All webpage tracking occurs on the site side by advertiser.

    • As Snapchat preloads the webpage, in order to ensure the most accurate page analytics (such as visitors, session time, etc.), all tracking on the destination URL should be fired.

  • Additional notes:

    • AMP pages are supported.

    • Snapchat adds a call-to-action and caret graphic at the bottom of the Top Snap (Snap Ad). Text or logos should not run within 150px of the bottom of the Top Snap canvas in order to avoid any overlap with this call-to-action.

    • Option for the web experience to be sharable. Native sharing buttons will appear on the web page at the top centre of the screen and lower right corner. Avoid placing logos or important text in these areas if overlap is a concern.

    • Snapchat uses standard mobile web view user agent strings, such as the following examples. Ensure your website works correctly with both types of user strings. iPhone: Mozilla/5.0 (iPhone; CPU iPhone OS 9_2_1 like Mac OS X) AppleWebKit/601.1.46 (KHTML, like Gecko) Mobile/13D15. and Android: Mozilla/5.0 (Linux; Android 7.0; Nexus 6P Build/NRD90T; wv) AppleWebKit/537.36 (KHTML, like Gecko) Version/4.0 Chrome/53.0.2785.124 Mobile Safari/537.36.


Reference: businesshelp.snapchat.com/en-US/article/specs-web-view