What is Snapchat and how does a freelance Snapchat specialist work?

By Carsten Bjerregaard, Addcapacity.com

Snapchat is a mobile-based platform with a strong position among younger audiences. The channel combines short-form video, stories and augmented reality (AR) with an effective advertising infrastructure. Snapchat differs from other social media by its fast, informal format and its focus on authentic communication. The platform is used primarily in B2C, retail, entertainment and brand activation. In practice, performance marketing specialists, content teams and media managers work closely on Snapchat. A freelance Snapchat specialist ensures that creative direction, targeting and budget are linked and create real business impact.

1. What are Snapchat’s basic functions and core purposes?

Snapchat’s core purpose in marketing is to engage users through vertical video formats and interactive ads. The platform offers story ads, single image/video ads and AR lenses. Advertising is handled via Snapchat Ads Manager, where target groups can be segmented based on demographics, interests and behavior. Snapchat is particularly strong in top- and mid-funnel activities.

Key features

• Vertical video ads
• Story and collection ads
• AR lenses and interaction
• Audience and interest targeting
• Pixel and conversion measurement

A specific example: A retail company launches an AR lens that lets users “try on” the product digitally before buying.

2. What business value does Snapchat create?

Snapchat creates business value by providing access to a target audience that is difficult to reach through traditional channels. The platform is effective for brand building and product launches. For marketing, this means the possibility of creative testing and rapid scaling. For management, the value is about reach in younger segments and additional performance channels.

Value-creating elements

• Access to younger target audiences
• High mobile engagement
• Creative and interactive activation
• Effective remarketing
• Brand awareness in the top-funnel

In practice: A D2C company increases brand awareness among 18–25-year-olds through targeted video ads.

3. How comprehensive is Snapchat – and who is the platform for?

Snapchat is primarily suitable for B2C companies with products aimed at young adults and teenagers. The platform is less relevant in classic B2B. Budget-wise, Snapchat can be scaled flexibly, but requires investment in creative production, as the format is fast and visually demanding.

Typical uses

• Retail and e-commerce
• Entertainment and events
• Brand activation
• Product launches
• Campaigns aimed at young segments

An example: A fashion company uses Snapchat as a supplement to TikTok and Instagram to expand its reach.

4. What other platforms are in the same category?

Snapchat operates in the paid social category with a focus on younger segments. The choice depends on the target group and campaign goals.

Alternative platforms

• TikTok
• Instagram
• YouTube Shorts
• The meta platforms

In practice: Snapchat is often used as a supplement to TikTok to ensure broad coverage in the younger target group.

5. What role and tasks can a freelance Snapchat specialist perform?

A freelance Snapchat specialist works with both strategy, creative direction and performance optimization. The focus is on ensuring correct segmentation, pixel setup and continuous testing of creative formats. The specialist can act as a hands-on campaign manager or sparring partner for internal marketing teams.

Typical tasks

• Setup in Ads Manager
• Target group and segment analysis
• Creative testing and iteration
• Pixel and conversion setup
• Performance and ROAS analysis

A specific scenario: A freelancer restructures the campaign setup and improves cost per acquisition through better segmentation.

6. What work and financial benefits can you achieve by using a freelance specialist?

Snapchat requires an understanding of both creative format and performance optimization. An experienced freelancer can quickly create structure and avoid ineffective tests. The collaboration can be adapted to campaign periods and seasons.

Benefits in practice

• Quick start-up
• Specialized paid social experience
• Flexible resource use
• Focus on conversion and brand

In practice: A company uses a freelancer during a product launch to maximize impact without a fixed agency agreement.

7. What are the advantages of using a freelancer over an agency or consultancy?

For Snapchat marketing, many companies choose freelancers over agencies. The collaboration is closer and the decision-making process is shorter. Hourly rates are often 30–40% lower, and efforts can be targeted precisely at the most value-creating activities.

Key differences

• 30–40% lower hourly rates
• Faster optimization
• Direct dialogue
• Less organizational overhead

A typical choice: The freelancer handles daily campaign optimization, while marketing management determines strategy.

How do you quickly get in touch with freelance Snapchat specialists who match your tasks?

Snapchat specialists have different strengths – some are strongest in creative production and AR formats, others in performance and e-commerce. At Addcapacity.com, we take the specific tasks and the function to be solved as our starting point – whether the work is hands-on campaign management or strategic channel building.

We have a large network of experienced paid social profiles and help identify three strong candidates who match both expertise and scope. You can use the “Get 3 strong candidates” function. It is non-binding, and we always make an initial call to clarify the need and ensure the right match.

The process in brief

• Clarification of goals and target group
• Selection of 3 relevant candidates
• Dialogue and quick start