HOW SNAPCHAT BUILDS BRANDS LIKE NO OTHER

Summary from the TLDR Marketing newsletter

Meaningful engagement matters more than raw reach. Snapchat's research found that users who view their time on a platform as meaningful are 85% more open to ads and 74% more likely to take action on relevant ads. Format diversity outperformed frequency in brand building. Combining video, AR Lenses, and Sponsored Snaps increased unaided ad recall from 16% to 36% and raised simulated purchases from 19% to 33% at the same frequency. Cross-platform campaigns also benefited from channel variety, as replacing one Facebook video exposure with a Snapchat Sponsored Snap increased purchase intent by 16 points and unaided recall by 11 points.