Snapchat has printed a brand new report, in collaboration with VaynerMedia and Realeyes, which seems at what sort of brand name content material works finest to drive affect, and generate response within the app.
The report is predicated on a survey of 5,000 U.S. Snapchat customers, and offers some beneficial tips about what will get, and holds consideration within the app.
You’ll be able to 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 elements:
- UGC
- Creators
- Lenses
- Standout content material
- Edutainment
- Ardour factors
- Branding
Snapchat offers tips about every factor, together with notes on the best way to incorporate these approaches into your technique, and the way they assist to maximise affect.
However essentially the most essential level:
“Platform-native model content material that appears genuine, and DIY was perceived relatable and classy, producing 19% increased completely satisfied feelings and capturing consideration for not less than 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% increased vs. research avg), whereas AR Lenses generate 40% increased model recognition and 32% increased 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 customers are bombarded with hundreds of adverts on a regular basis, it’s change into much more essential for manufacturers to design content material that can enchantment to human emotion and seize consideration in a enjoyable, humorous method to drive actual enterprise outcomes. Model partnerships with creators is a method to authentically join with new prospects, whereas Lens-powered and edutainment content material are further methods to amplify the effectiveness of UGC content material.”
These are some good, easy suggestions, primarily based on a big analysis pool, which may provide help to to create extra partaking, efficient Snap adverts.
You’ll be able to learn Snapchat’s full research notes right here.
