A new report from Snapchat highlights how Creators drive better outcomes for brand ads and can help boost paid brand campaigns, especially when the creator content is seen first by consumers.
“Authenticity Sells”, says Snap, with consumers taking notice of Creators – 68% telling Snapchat that they’ve seen brand sponsored Creator content:
- Compared to standard brand ads, Snap 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.
Consumers told Snap that Creators’ opinions are relevant during the consideration (71%) and purchase (70%) phases of their shopping journeys. Compared to the control group, seeing a Creators ad prior to a product focused ad drove significant lifts in consumers viewing a product’s details page and brand purchase in an online marketplace. This effect was evident on Snapchat – Creators feel like friends on Snapchat and their recommendations are highly influential on purchases.
Commerce outcomes were also likely driven by Creators’ abilities to help brands become a consumer’s first choice among a competitive set. Compared to the control group, seeing a Creator ad followed by a product focused ad drove significant lift in a brand landing a top spot within a consumer’s consideration set.
Snapchat is a place for friends and family to connect with one another, and that phenomenon extends to Creators. Compared to Creators on other platforms, Creators on Snapchat came off as more likable, relatable, genuine, reliable, and they were more likely to feel like a friend. As a result, consumers were more likely to say they value Snapchat Creator’s recommendations compared to Creators on other platforms.
– Snap
Creator + Brand collaboration strategies
Creators may have only been thought of as an awareness play, but research proves that they can help drive purchases and boost brand reputation. When collaborating with Creators to drive success, marketers should keep these three tips in mind:
- Collaborate with Creators to drive commerce outcomes
Brands should view Creators as a full funnel marketing tactic. Creators should be incorporated into strategies where lower funnel commerce outcomes are the goal, and can be tasked with authentically showcasing products in brand sponsored content.
- Boost brand image by incorporating Creators into the mix
Brands looking to boost their image and build trust with consumers should weave Creators into their campaign mix. The Creators used in campaigns should be authentically aligned with the brand and its products, and have a level of trust built up with their own audience.
- Consider the platform you’re collaborating with Creators on
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.
