Snapchat Highlights the Importance of Multicultural Representation in Ads

Snapchat has published a new report on the expanding influence of multicultural consumers in the U.S., and how marketers should be looking to diversify their messaging in order to connect with a broader range of people.

Because as Snapchat notes:

“By 2050, multicultural Americans are expected to represent nearly half of the US population. This growth can also be seen in the purchasing power multicultural consumers have, with a +345% increase from 2000 to 2021.”

In order to get a better understanding of how marketers can align with this shift, Snap recently partnered with Collage to conduct a survey of over 3k social platform users.

The results show that audiences are indeed seeking greater representation in advertising, with cultural diversity a key selling point for many.

A more diverse society calls for more diverse advertising, and the survey data shows that the majority of people are looking for more representation in ad content.

Snapchat says that brands can align with this shift by collaborating with creators from diverse backgrounds, and aligning with cultural messaging.

“Multicultural consumers are leaned into creators. When a brand collaborates with a creator they follow, multicultural consumers will pay more attention to ads (54%) and see the brand as more trustworthy (52%) and authentic (49%). More importantly, 54% of multicultural consumers told us that they’d be likely to buy from a brand that advertises with a creator they follow.”

Snapchat also notes that its augmented reality features, which enable active participation, have proven to be a valuable option in this respect.

The survey also sought input on the key issues of relevance for multicultural audience, which provides additional insight for your planning:

Snapchat says that multicultural consumers want to see brands speak out on what is important and how they’re giving back to their communities, which could be another valuable consideration of your outreach.

These are some interesting considerations, and with global diversity only set to expand, it’s worth considering a broader range of people in your marketing, and how you can connect with different subsets and communities within your outreach.

You can read Snapchat’s full multicultural audience report here.