Snapchat Shares New Data on the Benefits of Brand/Creator Partnerships

Snapchat released a new report which looks at how partnering with creators can lead to better results for brand promotion, while the combination of creative content and regular paid campaigns also leads to greater relevance and resonance for brand campaigns.

The study, conducted by OMG, includes responses from 12,000 social platform users across 5 markets (US, UK, CA, FR, KSA) and provides insight into how they view creator content compared to regular in-app promotions.

And the results show that the author’s content really resonates more in many aspects.

First of all, data shows that authored content holds attention better than regular ads.

According to Snap:

“Compared to standard brand ads, we found that Creator ads had 12% longer attention spans and 8% longer playtimes. When paired together, creator ads and standard brand ads impact upstream metrics. Compared to a control group, viewing a Creator ad followed by a brand ad led to a significant increase in unaided ad recall and brand awareness.”

So in combination, creator content promotions and regular paid ads drive better performance, which is also relevant in other segments of the report:

“When consumers were exposed to a Creator ad followed by a product ad, the brands were found to be more trustworthy compared to when they were only exposed to product ads. This halo effect means that creators can positively influence how a brand is perceived, especially if that creator is already highly likable, as seen in the US and France.”

I mean, that’s not a big surprise. Recommending a relevant creator will drive greater engagement with that creator’s audience, and the bigger the name, the more responsive that promotion will be, leading to better performance for regular ads.

But it’s worth noting especially for Snap campaigns and mapping relevant reach with the right brand partners.

Indeed, the data also shows that consumers found value in promoted content from creators at both the consideration (71%) and purchase (70%) stages of their purchase journey.

And this is especially true for Snap, where “creators feel like friends, and their recommendations have a big impact on purchases.“

Again, the combination of creators and regular promotions makes sense, and in line with these findings, Snap says brands should look to partner with relevant creators to drive commercial results, while also driving branding efforts with broader creator campaigns.

“When it comes to Snapchat, brands should build on the connection consumers feel with Creators. Their ability to appear more relatable and genuine with consumers when on Snapchat allows their endorsements to carry more weight with their audience.”

I wouldn’t say this is new information as such, but it does provide some additional data to weigh in your strategic planning, which could help you achieve better Snap ad results.

You can read the full study report here.