New research data prove that a multitude of platform content strategies can drive attention up to 33%, driving lift in all other key brand metrics
NEW YORK, Feb. 27, 2025 /PRNewswire/ --
Live Webcast and full report available on Feb. 27
Snapchat, in partnership with VaynerMedia and Realeyes, today announced the release of a new brand guide outlining seven best practices for creating video content that captures attention and drives results on the Snapchat platform.
The guide, "The Modern Brand Guide: Creating Scroll-Stopping Content on Snapchat," is a research study on 5,000 Snapchat users to identify brand creative that resonates and delivers business outcomes. The research, conducted by Realeyes, measured visual attention and emotional reactions of US Snapchatters users aged 16-49 as they viewed video ads on the platform. A post-exposure survey assessed the impact on key brand metrics.
"Snapchat is redefining its role in the algorithm-driven video wars, and brands that don't adapt will miss a massive opportunity. With 850 million users and dominance among Gen Z and young millennials, success will come down to understanding what content actually resonates natively on Snap. Now is the time for brands to start exploring how to show up authentically on this platform" - Peter Chun, EVP, Global head of PAC (Platforms, Algorithms, and Culture), VaynerMedia.
"Brands that weave multiple creative best practices into their Snap content drive the greatest impact toward their outcomes," said Kara Louis, Snap Group Manager, Global Agency Research. "It is imperative for brand teams to systematically apply combinations of unique platform strengths into both creative strategy and everyday tactical execution."
According to WARC, Creative Quality in advertising has a 12x multiplier effect on profitability versus 1.1x for Audience Targeting, underscoring the importance of creative decisioning on a brand's bottom line.
Key Data Insights
- Authentic, native brand content generated 19% higher happy emotions and captured attention for at least 13% longer than the study average. Yet it's still critical for brands to sell, with content explicitly selling products and services driving a 17% increase in ad recall than the average.
- Content that made full use of the platform with features like dynamic edits and lenses performed especially well with Gen Z audiences, increasing ad likeability 14% higher, and persuasion 9% higher. Overall, Snapchat branded AR lenses generated 40% higher brand recognition and 32% higher recall.
- Brands that employed Snap Stars, premier content creators that are hand-selected by Snapchat's talent team, captured 33% more attention than average.
- "Edutainment" content captured attention 30% longer and yielded 17% higher purchase intent.
7 Scroll-Stopping Rules For Driving Engaging Content on Snap
- Emphasize UGC: Embrace user-generated content to foster authenticity and relatability.
- Partner with Snap Stars: Collaborate with Snapchat's premier content creators to reach new audiences and drive conversions.
- Use Lens-Powered Content: Incorporate sponsored AR Lenses to boost brand recognition and recall.
- Push the Envelope with Hacking Content: Break out of traditional placement dimensions to captivate viewers and increase ad likeability.
- Edutain: Combine education and entertainment to drive emotional reactions and capture attention.
- Align Brand Content to Passion Points: Tailor content to align with consumer interests, such as food, entertainment, fashion, and sports.
- Don't Forget Strong Branding: Ensure prominent and consistent branding across all content types to drive memorability.
Join the live Webcast on February 27
About Snapchat
Snap Inc. is a technology company. We believe the camera presents the greatest opportunity to improve the way people live and communicate. We contribute to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together. The Company's three core products are Snapchat, a visual messaging app that enhances your relationships with friends, family, and the world; Lens Studio, an augmented reality platform that powers AR across Snapchat and other services; and its AR glasses, Spectacles. For more information, visit snap.com.
About VaynerMedia
VaynerMedia is a contemporary global creative and media agency with an expertise in driving relevance for clients and delivering impactful business results. The independently-owned company was founded in 2009 by Gary Vaynerchuk, and has offices in Amsterdam, Bangkok, Chicago, Delhi, Kuala Lumpur, London, Los Angeles, Mexico City, Miami, New York, Tokyo, Toronto, Singapore, and Sydney. VaynerMedia has been recognized for its work at Cannes Lions, the Clio Awards and The Webby Awards. It is part of the VaynerX family of companies.
About Realeyes
Realeyes is the world leader in computer vision AI that measures and predicts human attention and emotional reactions. Trusted by 200+ customers across 90+ markets, Realeyes' PreView solution combines human and synthetic measurement to make every ad more effective. Leading partners include Mars, Meta, Google and Dentsu.
Media Contact
Keith O'Brien, Realeyes, 1 6465916679, [email protected], www.realeyesit.com
SOURCE Realeyes
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