In a digital world with countless options, the food and beverage industry has been recently leaning heavily on Snapchat. Why is that? Is it due to audience, the performance, the product? What makes Snapchat unique and different from other platforms?
Let’s take a take a look at Snapchat’s value proposition and on the major reasons the F&B industry is doubling down on this platform:
1. Snapchat is all about real relationships, fueling user growth.
Snapchat is all about real relationships. Connecting with family and friends is the #1 reason why Snapchatters use the app. When people connect with those that matter, they’re more open and feel like they will share more moments: the massive, the small, the peerlessly imperfect ones. That desire to hook up with people is a giant a part of why Snapchat now has 750M monthly energetic users on the earth and 110M within the US alone.
How does that translate to growth for CPG food and beverage brands? Snapchat reaches 90% of Gen Z (13-24 year-olds), and many brands have found great success in recruiting future brand loyalists. But Snapchat also spans generations: 50% of Snapchatters are older than 24(!). For CPG food and beverage brands, this diverse, massive audience is gold.
2. Snapchat is ranked because the #1 happiest platform, and that drives audience receptivity.
Snapchat is ranked because the happiest platform amongst its competitors. But how does this affect CPG food and beverage brands? Well, research has shown that individuals with a joyful mindset are more receptive to promoting. In fact, Snapchatters are 45% more prone to recommend brands and 34% more prone to purchase these products advertised.
3. People come to Snapchat to speak about all the pieces, especially food and beverages.
Because Snapchatters are repeatedly messaging with their real friends and family, they speak about…well, all the pieces, including the small on a regular basis things that bring them joy — like beverages & snacks! If you are attempting looking up key terms on Snapchat, “snacks” gets you more hits than Taylor Swift or Bad Bunny! And once we know the influence friends have on one another, the chance to be a part of the conversations and culturally relevant for CPG brands is huge.
4. AR experiences help food and beverage brands construct emotional connections.
Engaging media is totally needed for a successful campaign, no matter platform or industry. Consumers need to be taken on a journey, visually and emotionally.
Augmented reality (AR) gives brands that chance by allowing them to construct something beautiful that generates emotional connections and allows users to opt-in, making an energetic selection to interact, play and share. More than 250M people use AR on Snapchat each day, making AR an incredible approach to construct brand experiences at scale.
5. Snapchat has several promoting options for several types of goals, driving performance.
Any social-savvy person knows, making a mark on your brand means various things to different audiences.
Choosing the best ad formats could also be just as necessary because the ad creative itself. Snapchat offers options that will help goal different audiences and sales goals across the marketing funnel. From skippable and non-skippable ads, to creator-made UGC videos, to finish app takeovers, brands can pick from a variety of formats and easily re-purpose them to drive success across Snapchat. And it really works, for CPG, Snap drove an ROI average of 1.78X greater than the entire media average.
There you will have it – Snapchat celebrates real connections and cultivates a culture of happiness. This differentiation offers significant opportunities for CPG food and beverage brands to grow, foster meaningful relationships and drive real results by leaving an enduring mark within the hearts and minds of their audience. Real Relationships. Real Influence. That’s the Snapchat magic.
(*5*)Resources:
- 2021 Global Cassandra Study commissioned by Snap Inc. | Base: Total MENA N=2,502 respondents | Q:I can’t go a day without…Please select all that apply.
- Snap Inc. internal data Q4 2022.
- Snapchat Ad Manager
- Snapchat Ad Manager. 9.10.2022.
- 2022 Neuro-Insights study commissioned by Snap Inc
- Snapchat public insight tool. Average between Jan 1st 2022 to Jan 1st 2023.
- Snap Inc Internal Data, Q4 2022
- Source: Nielsen Compass Benchmarks Category – Total CPG, Time period: Rolling 104 weeks ending Q3’21, Media Types: Total Media, Snap, Total Social (includes Snap), Digital (Display, OLV, Social, Search), TV, Print, Radio. Total Media = TV, Digital, Print, Radio, OOH. Digital = Display, OLV, Social, Search.
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