A recent Snapchat report highlights the advantages of collaborating with creators for brand promotions. The combination of creator ads and traditional paid campaigns significantly boosts engagement metrics, including a 12% longer attention span and an 8% increase in playtime for creator ads. Moreover, following creator ads with brand ads enhances ad recall and brand awareness. This partnership develops a 'halo effect' whereby brands appear more trustworthy. As a result, brands are encouraged to leverage the genuine connection creators have with consumers, particularly on platforms like Snapchat.
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.
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.
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.
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