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

Snapchat has published a new report which looks at how partnering with creators can drive better results for brand promotions, while the combination of creator content and regular paid campaigns also leads to higher relevance and resonance for brand campaigns.

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

And the results show that creator content does indeed have more resonance in many respects.

First off, the data shows that creator content holds attention better than regular ads.

As per Snap:

“Compared to standard brand ads, we found that for Creator ads, attention paid was 12% longer and playtime was 8% longer. When paired together, Creator and standard brand ads have an impact on upper funnel metrics. Compared to the control group, seeing a Creator ad followed by a brand ad drove significant lifts in Ad Recall and Unaided 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, brands came off as more trustworthy compared to when they were only exposed to product ads. This halo effect means 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 no big surprise. An endorsement from a relevant creator is going to drive more response with that creators’ audience, and the bigger the name, the more responsive that promotion will be, leading to improved performance from regular ads.

But it is worth noting for Snap campaigns specifically, and mapping relevant outreach with the right brand partners.

Indeed, the data also shows that consumers found value in promoted creator content in both the consideration (71%) and purchase (70%) phases of their shopping journeys.

And that’s especially true on Snap, where “creators feel like friends, and their recommendations are highly influential on purchases.”

Again, the combination of creator and regular promotions makes sense, and in alignment with these findings, Snap says that brands should look to partner with relevant creators to drive commerce outcomes, while also boosting branding efforts with broader creator campaigns.  

“When it comes to Snapchat, brands should lean into the connection consumers feel with Creators. Their ability to come off as more relatable and genuine with consumers when on Snapchat allows their recommendations to hold more weight with their audience.”

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

You can read the full study report here.