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Are nightly Ads on Snap effective for cafes?
- Aug 13
- 5 min read
Updated: Aug 20
Introduction
In recent years, the Snapchat application has become one of the most important advertising platforms for local cafes and stores, especially those targeting young people. Snap is considered one of the most used applications in Saudi Arabia and the Gulf during the evening and night, as social and digital activity increases after work and study hours.
But the important question that café owners ask: Is nightly advertising on Snapchat really effective to increase sales and attract customers? Or is it nothing more than a drain on the budget?
In this article, we will discuss the topic in depth, supported by numbers and practical experiences. We will provide you with a practical guide to know whether night campaigns are suitable for your café, and how to make the best use of them.
First: Why is the night period important for cafes?
1. Consumer behavior at night
Most cafe visitors prefer to go out in the evening after completing their daily obligations.
Going to a café at night has become part of a youth lifestyle in Saudi Arabia, especially in major cities such as Jeddah and Riyadh.
The use of Snapchat increases significantly between 8 pm and 2 am.
2. Timing of the purchase decision
The customer often does not plan in advance to drink coffee in the evening, but rather makes the decision on the spot.
When he sees an attractive ad on Snap at the same moment, he is more willing to go directly to the café or order a drink through delivery apps.
3. Weak competition during the day versus crowding at night.
It is true that competition at night is more intense, but the target audience is more receptive to the experience.
While the day is suitable for offices or quick orders, the night is a time for gatherings and relaxation.
Second: Statistics on Snap’s nightly ads.
Viewing rate According to Snap’s official reports, the viewing rate between 9 pm and 1 am increases by 40% compared to the morning hours.
Interact with ads. Ads that contain: Temporary offers (Happy Hour and Nightly).
Images of cold/hot drinks with night effects. 25% higher click rates than others.
Immediate purchase decisions: A field study conducted on 20 cafés in Jeddah showed that 38% of new customers visited the café directly after seeing an advertisement at night.
Third: Marketing advantages of night ads
1. Targeting the right audience at the right moment.
The age group 18-35 is the most active at night on Snap.
This age represents the golden segment of cafes.
2. Strengthening the image of the café as a social destination.
The nightly advertisement does not only sell a drink, but also sells an evening and sitting experience.
Night photos and videos show the atmosphere of the café and make it more attractive.
3. The possibility of offering limited-time offers
such as: “Order two coffees after 10 p.m. and get the third for free.”
These campaigns create a sense of urgency and increase quick purchase decisions.
Fourth: Challenges and risks
1. Higher Night Advertising Costs.
Competition is stronger at night, so CPC or CPM is 15-25% higher.
2. The risk of wasting the budget if the random advertising is not targeted accurately.
may reach groups that are not interested in coffee.
Solution: Use location + interests carefully (for example: People within 3 km of the café + those interested in coffee or cafes).
3. Lack of time-compatible content.
A morning ad shown at night loses its impact.
The design and content must be proportional to the nightlife atmosphere.
Fifth: Practical steps for the success of the nightly advertisement on Snap
Step 1: Define the goal precisely
Do you want to increase the actual visits to the café?
Or increasing orders through delivery apps?
Or just raise brand awareness?
Step 2: Tight geographical targeting.
Target only the areas close to your café (2-5 km maximum).
Focus on nearby neighborhoods or universities.
Step 3: Choose your ad format
Short video ads (6-10 seconds): Best for showcasing a new drink or a quick offer.
Interactive ads: such as a slide or filter bearing the café’s identity.
Step 4: Add a strong CTA
such as:
“Order now via HungerStation”
“Visit us tonight and get a 20% discount”
“Snap the place and get a free coffee”
Step 5: Measure results and adjust the campaign
Don't just look at views, monitor:
The number of requests/visits.
Cost per acquired customer (CAC).
Return rate (how many customers returned again).
Sixth: Comparison between day and night advertising for cafes
Item | Day Ad | Night Ad |
Viewing rate | Average | Very high |
Interaction rate | Low | 25% higher |
Purchase intention | Weak (busy customers) | Strong (customers in a buying mood) |
Cost | is lower | Slightly higher |
Best offers | Quick orders, morning coffee | Group offers, nightly discounts |
Seventh: Successful examples from reality
A cafe in Jeddah launched a campaign entitled: “Cold coffee for 10 riyals after 10 o’clock.” The result: The number of night visitors increased by 42% within two weeks.
A café in Riyadh introduced a special Snap filter to its customers after 11 p.m. The result: The filter spread among 5,000 users within 3 days.
A student café near a university used a nightly advertisement directing students: “Stay up late with tickets? Come and get a student discount on cappuccino.” The result: the demand for hot drinks doubled at night.
Eighth: Tips to increase the effectiveness of night advertising.
Use music and night atmosphere in the video.
Focus on the most commonly requested drinks at night (such as cold drinks and sweets).
Make the ad very short (less than 8 seconds).
Do not repeat the same ad every day, change the images and texts to avoid boredom.
Link the ad to loyalty program rewards (example: extra points when ordering after 9 p.m.).
Ninth: When are nightly ads inappropriate?
If the café depends entirely on morning customers (such as cafés near offices).
If there is not enough staff to serve the night crowd.
If the advertising budget is limited and you cannot afford a higher cost.
Conclusion:
It can be said that nightly ads on Snap are very effective for cafes. Especially in cities where social activity increases after eight in the evening. But success does not depend on timing alone, but rather on:
accuracy of targeting.
Content quality.
Timely offers.
If you execute your campaign smartly, nightly advertising can turn into a powerful tool to attract new customers and build long-term loyalty to your café.
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