Start with the specific student segment
“Students” is too broad to be a media strategy. A school-age learner, a JEE aspirant, an IISER/IAT candidate and someone exploring Animation/VFX as a career can differ in age, awareness, decision influence and the amount of information needed before action.
The useful question is whether the intended segment actually uses the platform in a way that can support the campaign objective.
Define what Snapchat is expected to do
A campaign can be designed for awareness, engagement, website visits or a more direct response. Those are different jobs. If Snapchat is introduced simply because it offers another advertising inventory, the business can end up measuring activity without understanding its contribution.
Piltil prefers to define the role first and then evaluate creative, audience and measurement around that role.
The landing experience still matters
Short-form creative may create attention quickly, but a higher-consideration course still needs explanation. The destination should continue the message and give the prospect enough context to decide whether the next step is relevant.
A mismatch between creative promise and landing-page information can waste attention even when the platform targeting is strong.
Channel tests need business interpretation
A useful test looks beyond impressions and swipe behavior. The business should understand whether the traffic is relevant, whether visitors continue into meaningful pages, and whether enquiries or later interactions show signs of fit.
That interpretation helps decide whether Snapchat deserves more investment, a different role or no further budget at that stage.