The global Creator economy is projected to reach $480B by 2027, with 68% of consumers noticing brand-sponsored Creator content. To explore the impact of Creators on marketing, Snapchat collaborated with OMG and eye square, conducting research with over 12,000 social platform users across five markets (US, UK, CA, FR, KSA). The study utilized quantitative methods, including ad exposure, brand lift surveys, and simulated shopping exercises.
Creators Drive Full Funnel Outcomes
Creator ads capture attention more effectively than standard brand ads, with 12% longer attention and 8% longer playtime. When combined, Creator and brand ads significantly enhance upper funnel metrics, yielding 35% more in Ad Recall and 25% more in Unaided Brand Awareness.
Creators’ Impact Mid to Lower Funnel Outcomes
Creators are influential during the consideration (71%) and purchase (70%) phases of shopping. In simulated shopping tasks, exposure to Creator ads before product ads led to increased engagement with product details and higher purchase rates. Creators help brands become top choices among competitors, enhancing consumer consideration.
Creators Can Boost Brand Reputation
Exposure to Creator ads followed by product ads enhances brand trustworthiness. This halo effect is particularly strong when the Creator is well-liked, as observed in the US and France.
Snapchat: Where Authenticity and Connection Shine Through
Creators on Snapchat are perceived as more likable, relatable, and genuine compared to those on other platforms. Consumers value Snapchat Creator recommendations 13% more than those from Creators on other platforms.
What this means for Brand x Creator Collaborations
Research indicates that Creators can drive purchases and enhance brand reputation. Marketers should consider the following strategies:
Collaborate with Creators for commerce outcomes: Integrate Creators into strategies aimed at lower funnel results, showcasing products authentically.
Boost brand image: Incorporate Creators into campaigns to enhance trust and brand perception, ensuring alignment with the brand’s values.
Consider the platform: On Snapchat, leverage the strong consumer connection with Creators, as their recommendations are more impactful.
