Snapchat, in collaboration with VaynerMedia and Realeyes, highlights the effectiveness of authentic and DIY brand content in driving user engagement on their platform. The report reveals that such content generates significantly higher emotional responses and captures attention longer than average ads. It emphasizes the necessity for brands to connect with consumers on a personal level amidst overwhelming advertising noise. Additionally, partnerships with creators and the use of innovative formats like Lens and edutainment content can enhance the overall effectiveness of user-generated content, making it pivotal to modern marketing strategies.
"Platform-native brand content that looks authentic, and DIY was perceived relatable and trendy, generating 19% higher happy emotions and capturing attention for at least 13% longer (vs. study avg)."
"In a world where consumers are bombarded with thousands of ads everyday, it's become even more important for brands to design content that will appeal to human emotion and capture attention in a fun, humorous way to drive real business outcomes."
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