The days of measuring ad performance according to swipe-through rates and click conversions are over as it emerges that the purchase journey of customers is multi-faceted.
Now, a study by Snapchat and Goodques shows that engaging with users on Snapchat when they’re feeling ‘upbeat’ can increase the effectiveness of a digital campaign by 40%.
The majority of Snapchatters (95%) agree that the app lets them stay connected with friends and family in a way that allows them to be real and honest (87%).
“In knowing how each engagement with your brand leads Snapchatters closer to purchase, you can start to see how your buy on Snapchat goes beyond a single impression, and starts to build a relationship that drives purchases and sales,” the company wrote.
One in two users also agree that it’s fun to see a brand on the app and 82% actively engage with brands to drive purchases.
Snapchatters who discover new brands, follow them or use branded AR were also more likely to make big purchases.