Snapchat Report Shows Creators Drive Brand Engagement and Commerce
Snapchat recently partnered with OMG and eye square to explore the influence of creators on brand awareness, perception, and commerce. The resulting study into creator influence on brand engagement, involving over 12,000 users across the US, UK, Canada, France, and Saudi Arabia, found that creators have a significant impact across the entire marketing funnel, from initial awareness to final purchase decisions.
The research revealed that creator-driven ads engage consumers more effectively than standard brand ads. Creator ads captured attention for 12% longer, with playtime increasing by 8%. This extended engagement translated into notable improvements in key upper-funnel metrics, such as a 35% boost in ad recall and a 25% increase in unaided brand awareness when creator ads were followed by brand ads.
Creators also play a crucial role in the mid and lower funnels. A significant 71% of consumers reported that creators’ opinions were relevant during the consideration phase of their shopping journey, and 70% considered their input during purchase decisions. Behavioural data from the study’s simulated shopping exercise showed that creator ads increased the likelihood of consumers viewing product details and making purchases in an online marketplace.
Additionally, creators helped improve brand trust and reputation. Brands that incorporated creator ads were perceived as more trustworthy than those relying solely on product-focused ads, highlighting the positive “halo effect” creators can have on brand image – positive feelings towards a creator spilling over into the product that they’re promoting.
Snapchat’s research also found that creators on its platform were viewed as more relatable and authentic compared to those on other platforms, making their recommendations more influential. For brands looking to drive commerce outcomes and improve brand image, Snapchat’s data suggests leveraging creator partnerships to enhance the effectiveness of campaigns – using a combination of partnering with authentic creators alongside traditional ads that cast a wider net.
