New research from Snapchat, VaynerMedia, and Realeyes highlights the importance of creating engaging video content to drive brand success, especially as creative elements account for 47% of sales in media buys. The shift from traditional lengthy video production to more spontaneous, creator-driven content is essential for brands to connect with audiences authentically on Snapchat.
Key Findings
Leverage UGC: User-generated content (UGC) that appears authentic and relatable generates 19% higher positive emotions and retains attention for 13% longer, particularly among Millennials.
Partner with Snap Stars: Collaborating with Snap Stars, Snapchat's top creators, can enhance brand visibility, capturing 33% more attention. A beauty brand partnership resulted in 2x higher product awareness and 3x higher return on ad spend (ROAS).
Use Lens-Powered Content: Videos featuring sponsored AR Lenses achieve 40% higher brand recognition and 32% higher recall, emphasizing the effectiveness of engaging and humorous content.
Push the Envelope with Hacking Content: Content that creatively breaks platform norms sees 14% higher ad likability and 9% higher persuasion, particularly appealing to Gen Z.
Edutain: Combining education and entertainment in content leads to 12% higher emotional reactions and 30% longer attention spans, as 46% of Snapchatters seek inspiration and tips from videos.
Align Brand Content to Passion Points: Tailoring content to consumer interests, such as food and entertainment for 55% and 54% of users respectively, enhances engagement and aligns with brand values.
Don’t Forget Strong Branding: Commerce-focused content with clear branding performs better in recall (17% higher) and persuasion (26% higher), reinforcing the importance of brand visibility.
Implications for Marketers
Brands must create content that resonates emotionally and captures attention in a fun manner to achieve business goals. Collaborating with creators, utilizing Lens-powered content, and focusing on edutainment can enhance UGC effectiveness. Maintaining strong branding remains crucial for memorability.
