Snapchat‘s latest research reveals that creator-led advertising captures viewer attention 12% longer than standard brand advertisements, with an 8% longer playtime. The “Authenticity Sells: Creators Enhance Brand Reputation and Commerce Study,” conducted in partnership with OMG and eye square, examines the impact of creators across marketing funnels and commerce outcomes.
Source: Snapchat
Commerce and Brand Trust Outcomes
The research indicates that 71% of global consumers consider creators’ opinions relevant during product consideration, while 70% value their input during the purchase phase. When consumers viewed creator ads before product-focused ads, the study found significant increases in both product detail page views and brand purchases in online marketplaces.
Creator involvement also appears to influence brand perception. The study shows that exposure to creator ads followed by product ads results in higher brand trustworthiness ratings compared to exposure to product ads alone. This effect is particularly pronounced in the United States and France, especially when the creator maintains high likability ratings.
Source: Snapchat
On Snapchat’s platform specifically, creators score higher in relatability, genuineness, and reliability compared to other platforms, according to the research. The study suggests that consumers are more likely to value Snapchat creators’ recommendations versus creators on other platforms.
Source: Snapchat
Snapchat notes that when paired together, creator and standard brand advertisements show measurable impact on upper-funnel metrics. The study reports significant increases in ad recall and unaided brand awareness when consumers view creator ads followed by brand ads, compared to control groups.
“When it comes to Snapchat, brands should lean into the connection consumers feel with Creators,” the company wrote in a blog post. “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.”
Research Methodology and Scope
The study surveyed over 12,000 social platform users aged 13-49 across the United States, United Kingdom, Canada, France, and Saudi Arabia. Researchers employed quantitative methods, including in-context exposure to various ad sequences, a brand lift survey, and a simulated commerce shopping exercise where consumers navigated an online marketplace.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
Snapchat‘s latest research reveals that creator-led advertising captures viewer attention 12% longer than standard brand advertisements, with an 8% longer playtime. The “Authenticity Sells: Creators Enhance Brand Reputation and Commerce Study,” conducted in partnership with OMG and eye square, examines the impact of creators across marketing funnels and commerce outcomes.
Source: Snapchat
Commerce and Brand Trust Outcomes
The research indicates that 71% of global consumers consider creators’ opinions relevant during product consideration, while 70% value their input during the purchase phase. When consumers viewed creator ads before product-focused ads, the study found significant increases in both product detail page views and brand purchases in online marketplaces.
Creator involvement also appears to influence brand perception. The study shows that exposure to creator ads followed by product ads results in higher brand trustworthiness ratings compared to exposure to product ads alone. This effect is particularly pronounced in the United States and France, especially when the creator maintains high likability ratings.
Source: Snapchat
On Snapchat’s platform specifically, creators score higher in relatability, genuineness, and reliability compared to other platforms, according to the research. The study suggests that consumers are more likely to value Snapchat creators’ recommendations versus creators on other platforms.
Source: Snapchat
Snapchat notes that when paired together, creator and standard brand advertisements show measurable impact on upper-funnel metrics. The study reports significant increases in ad recall and unaided brand awareness when consumers view creator ads followed by brand ads, compared to control groups.
“When it comes to Snapchat, brands should lean into the connection consumers feel with Creators,” the company wrote in a blog post. “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.”
Research Methodology and Scope
The study surveyed over 12,000 social platform users aged 13-49 across the United States, United Kingdom, Canada, France, and Saudi Arabia. Researchers employed quantitative methods, including in-context exposure to various ad sequences, a brand lift survey, and a simulated commerce shopping exercise where consumers navigated an online marketplace.