New Year, new audience? Snapchat allows brands to reach a unique consumer where real friends have real influence.
With marketers gearing up for 2023, many may be asking the question of how to effectively reach and influence new consumers in a cooling economic climate.
One place that may provide part of that solution is Snapchat. Snapchat has a unique and unduplicated audience – approximately half of all Snapchatters do not log into YouTube, TikTok or Facebook daily. With Snapchat reaching 90% of Gen-Z and 75% of all 13- to 34-year-olds in the U.S. Snapchat allows brands to reach a large and engaged new audience base and expose consumers to their products.
So what makes Snapchat unique from other social platforms? Happiness and connectivity. 75% of people who spend time on Snapchat are there to interact with their close circle of family and friends, and 91% of Snapchatters are happy when using Snapchat.
With positive moods fostering ad receptivity and personalized recommendations from close friends driving increased relevance for Snapchatters, brands can use Snapchat to break through to the inner circle of their consumers and influence purchasing decisions, making their ads resonate on a personal level – 1.5 times more, compared to the same ads tested on other platforms, to be exact. Snapchat is the only platform where content is shared as much as it is viewed.
45% of Snapchatters are more likely to recommend brands and are 34% more likely to purchase products advertised. With this mindset, brands can have real influence on purchasing decisions as passive scrolling behaviors are transformed on the platform to engaged and participatory experiences.
But does it work? The results say yes. Snapchat offers both AR and video ad capabilities on the platform. For Beauty and Personal Care, Snapchat AR Lenses are six times more effective compared to TV as measured by MMM and when AR is mixed with video ads, Snap drove an ROI average 1.78x more than the total media average in CPG.