Snapchat Highlights the Opportunities of Sponsored Snaps

"When Snapchatters fully engage with a Sponsored Snap by opening to the full-screen ad, we see 2.3x more lift in Unaided Brand Awareness, 1.4x more lift in Ad Awareness, and 1.8x more lift in Purchase Intent than other social platforms. Our research shows that people are not only comfortable connecting with friends in chat, they're also open to hearing from brands there. In fact, 86% of social media users in the U.S. are open to getting messages from brands on apps like Snapchat, Messenger, and others, which is a signal that chat has become a space for meaningful engagement."

"Utility comes first - with discounts, personalized recommendations, and timely updates topping the list, while fun, feel-good content can turn a simple interaction into a moment people actually remember. In chat, brands have a unique opportunity to be useful, entertaining, and culturally relevant all at once, showing up in a way that feels less like advertising and more like a Snapchatter."

"For example, according to Snap's data 71% of its users have "their own unique language with friends on the app." How does brand messaging fit into that, and if it doesn't, that could see your promotions easily dismissed. As such, brands need to understand the best approaches to DM messaging, as per Snap's advice above, and ensure that they're ads are additive, not disruptive, in this more personal space."

Full-screen Sponsored Snaps deliver notably higher performance, producing 2.3x lift in unaided brand awareness, 1.4x lift in ad awareness, and 1.8x lift in purchase intent versus other platforms. A large majority of U.S. social users are open to receiving brand messages in chat environments, signaling chat as a channel for meaningful brand engagement. Effective chat marketing prioritizes utility—discounts, personalized recommendations, and timely updates—while leveraging entertaining, feel-good content to create memorable moments. Brands must align messaging with users' native language and cultural norms on the platform to avoid dismissal and ensure ads feel additive rather than disruptive.

Read at Social Media Today