Snapchat has revealed a new report, in collaboration with VaynerMedia and Realeyes, which appears to be like at what kind of brand name content material works finest to drive impression, and generate response within the app.
The report is predicated on a survey of 5,000 U.S. Snapchat customers, and gives some useful tips about what will get, and holds consideration within the app.
You may learn the total report right here, however on this submit, we’ll check out the important thing notes.
The report breaks down Snapchat engagement into seven key components:
- UGC
- Creators
- Lenses
- Standout content material
- Edutainment
- Ardour factors
- Branding
Snapchat gives tips about every aspect, together with notes on the right way to incorporate these approaches into your technique, and the way they assist to maximise impression.
However probably the most vital level:
“Platform-native model content material that appears genuine, and DIY was perceived relatable and stylish, producing 19% larger comfortable feelings and capturing consideration for at the very least 13% longer (vs. research avg).”
Content material that aligns with the norms of Snap generates extra consideration, and drives higher response than extra polished, disruptive model promotions.
Snapchat additionally notes that model collaborations with Snap Star are good for capturing consideration (33% larger vs. research avg), whereas AR Lenses generate 40% larger model recognition and 32% larger recall.
Which, once more, pertains to the primary level, that Snap native content material resonates extra, and works higher within the app.
As per Snap:
“In a world the place shoppers are bombarded with hundreds of advertisements on a regular basis, it’s grow to be much more vital for manufacturers to design content material that can enchantment to human emotion and seize consideration in a enjoyable, humorous strategy to drive actual enterprise outcomes. Model partnerships with creators is a strategy to authentically join with new prospects, whereas Lens-powered and edutainment content material are extra methods to amplify the effectiveness of UGC content material.”
These are some good, easy ideas, primarily based on a big analysis pool, which might show you how to to create extra participating, efficient Snap advertisements.
You may learn Snapchat’s full research notes right here.
