- Creator partnerships with brands can help boost not only awareness but in addition purchase intent across Snap’s platform, in line with research released by the corporate.
- Among the findings was that creator ads received 12% more attention and eight% longer playtime than standard brand ads. When each varieties of ads are combined, it resulted in a 35% increase in brand recall and a 25% lift in unaided brand awareness.
- The assessment of how consumers aged 13-49 in five markets (U.S., U.K., France, Canada and South Korea) view creator content versus regular promotions inside the app relies on quantitative research conducted in partnership with OMG and eye square.
Near the underside of the blog post outlining the study’s findings is a claim that customers, on average, value the recommendations of creators on Snapchat 13% greater than the recommendations of creators “on other platforms.” Which suggests the study is a bid to position Snapchat as a viable alternative to TikTok should the Chinese-owned platform be shut down within the U.S. within the near future. TikTok was given a reprieve last week after failing in appeals.
“Creators on Snapchat got here off as more likable, relatable, real, reliable and so they were more prone to feel like a friend,” in line with the post.
Snap is attempting to present itself as a viable option for brands and creators for good reason. According to Goldman Sachs, the worldwide creator economy will generate nearly $500 billion in revenue by 2027. More than two-thirds of consumers (68%) of Snapchat users say they’ve seen brand-sponsored creator content on the platform.
Moreover, global consumers indicated they felt Snapchat’s creators’ opinions were relevant throughout the shopping journey, particularly within the consideration (71%) and buy (70%) phases. A portion of the study included a simulated shopping exercise where consumers went to a web based marketplace to go looking for products and add them to carts. In that portion of the study, when consumers viewed a creator’s ad prior to a product-focused ad this drove “significant lifts” in visits to a product’s details page and brand purchase, in line with Snap.
Creators can also construct a halo effect for brands. When consumers were exposed to creator ads followed by product ads, brands saw increases in likability, trust, interest and authenticity in comparison with after they were only exposed to product ads.
“Creators can have only been considered an awareness play, but research proves that they can help drive purchases and boost brand popularity,” in line with the post.
To that end, the corporate had some advice for brands:
- Collaborate with creators on full-funnel marketing efforts. Creators can be leveraged to authentically showcase products in sponsored content and support lower-funnel commerce goals.
- Weave creators more deeply into campaigns, ensuring the creators are authentically aligned with the products.
- Lean on the connection creators have with their followers. Genuine connections carry more weight with the audience and suggestions mean more.
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