Snapchat just shared some new insights into the power of its app for driving more intimate connections and the value that it can hold for advertisers – in variance to other social platforms that instead focus on an ‘endless scroll of User-Generated Content (UGC)’.
According to Neuro-Insight’s new report, which Snap commissioned, Snapchatters find themselves feeling happier after using the app, compared to others. As Snap explains:
“On average, Snapchat scored 14 points higher than the other social platforms, including Instagram, TikTok, and Facebook on the basis of implicit or unconscious associations with the word “happy.”
It’s All In Connectivity
The above-mentioned statement seems to be the key emphasis of this new report:
“We’re going to call it as we see it: people are just plain happier when they’re using Snapchat. It’s easy to sign up and start watching hours and hours of user-generated content (UGC) on other social media apps without knowing anyone beforehand. All it takes is a username and voila, you can instantly start engaging with content. On the flip side, Snapchat relies on a close circle of friends to deliver a truly satisfying experience.”
Snap says that this leads to stronger, more meaningful connections, which would also cover ads and brand-building efforts.
“When it comes to Snapchat ads, Snapchatters find them to be more personally relevant. And when Snapchatters find content more relevant, they engage more. In fact, we found that Snapchat saw Neuro engagement scores that were 62% higher than Facebook and 32% higher than TikTok.”
This could be a valid note for your ad planning, more so now that we’re already in the second half of the year. These findings should help you better map out your holiday marketing approach. Snap also shared some quick snapshots from the report, providing more context around the value of happiness in the app.
You can access the full report here.
The Wrap
Concluding this piece are some of the most prominent figures found in the report. Hopefully, they provide enough extra context to allow you to come up with some year-end worthy seasonal strategies and tie-ins:
- 91% of Snapchatter feel happy while in the app.
- 4 in 5 Snapchatters agree that connecting with close friends is the simplest way to feel happy.
- Almost 50% of Snapchatter now feel that it’s important for brands to build connections with them.
- This number jumps to 70% among Snapchatters who already interact digitally with brands.
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