Snapchat has published a new report, in collaboration with VaynerMedia and Realeyes, which looks at what type of brand content works best to drive impact, and generate response in the app.
The report is based on a survey of 5,000 U.S. Snapchat users, and provides some valuable pointers on what gets, and holds attention in the app.
You can read the full report here, but in this post, we’ll take a look at the key notes.
The report breaks down Snapchat engagement into seven key factors:
- UGC
- Creators
- Lenses
- Standout content
- Edutainment
- Passion points
- Branding
Snapchat provides pointers on each element, including notes on how to incorporate these approaches into your strategy, and how they help to maximize impact.
But the most critical point:
“Platform-native brand content that looks authentic, and DIY was perceived relatable and trendy, generating 19% higher happy emotions and capturing attention for at least 13% longer (vs. study avg).”
Content that aligns with the norms of Snap generates more attention, and drives better response than more polished, disruptive brand promotions.
Snapchat also notes that brand collaborations with Snap Star are good for capturing attention (33% higher vs. study avg), while AR Lenses generate 40% higher brand recognition and 32% higher recall.
Which, again, relates to the first point, that Snap native content resonates more, and works better in the app.
As per Snap:
“In a world where consumers are bombarded with thousands of ads everyday, it’s become even more important for brands to design content that will appeal to human emotion and capture attention in a fun, humorous way to drive real business outcomes. Brand partnerships with creators is a way to authentically connect with new customers, while Lens-powered and edutainment content are additional ways to amplify the effectiveness of UGC content.”
These are some good, simple tips, based on a significant research pool, which could help you to create more engaging, effective Snap ads.
You can read Snapchat’s full study notes here.
