At 319 million daily users and a strong affinity with younger demographics, Snapchat makes for a great option for brands who want to boost their brand recognition and gain traction with this critical consumer subset, which can significantly impact your overall marketing performance.
But just how effective are Snap ads? Are Snapchatters receptive to the brand messaging at all?
Snap High
To glean more insight into this, Snapchat recently commissioned Kantar to perform an analysis of the value of its ‘High Impact’ ad options. The options are as follows: Snap Select on Discover content, First Commercial, which ensures that your ad is the first thing Snapchatters see on any given day, Takeovers, which gives marketers access to ad slot inventory in specific shows, and National Lenses which sees promoted Lenses to have the first Lens position in the Snap cam for one day.
Of course, these are higher-end Snap ad options, as such, a hefty sum backs them up. At Least for those that can afford them, Snap’s data reveals that these can be highly effective in driving increased brand awareness and discussion.
As Snap explains:
“In campaigns where high-impact ads were used, marketers saw extensive, incremental benefits across the top of the funnel. Brand Awareness lifts were 2.1x Kantar Global MarketNorms, along with Ad Awareness at 1.9x and Message Association at 1.5x.”
The data shows that these performance numbers were similar across all brands, regardless of a brand’s tenure. That underlines the importance and potential of building brand recognition and trust. Data also reveals that placement is a key indicator for the potential of Snap promotions and in connecting with younger users. Moreover, it’s also revealed that running Snap campaigns, in line with major events, can have additional engagement benefits.
“When Snapchat is leveraged at the right time for the right brand, the impact can be seen extended towards lower funnel metrics. For example, the study found that when Retail brands surrounded tentpole moments like Valentine’s Day, Back-to-School and Holidays, Favorability and Intent lifts exceeded norms, in addition to Brand Awareness and Ad Awareness lifts.”
The Wrap
Again, do note that these are high-end Snap ad options and not all brands will have the capacity to pay for them. But the study does reveal a couple of interesting data points, all of which underlines the potential of Snap ads as being trend drivers and forming a connection with key, culture-defining audiences, thus vastly boosting your marketing in numerous ways.
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