Snapchat has a new report published This looks at how different content formats stimulate attention (or not), and how brands can use the best options to offer better results with their efforts.
To determine this, Snapchat collaborated with WPP and Lumen to conduct a multi-input study among 3,000 Indian app users.
As explained by Bite:
‘Lumen’s own technology, measured visual attention on large digital platforms. In a controlled ‘Sandbox’ WPP brands in categories – FMCG, Auto, Quick Service Restaurant and Fashion – performed advertisements from a single campaign and provided striking insights.“
Lumen’s process measured the visual attention of the participants for both content and advertisements, whereby the study group subsequently completed a follow -up study with regard to their experience.
And there are some interesting findings. Firstly, the data shows that most people only pay attention to a small part of an advertisement (the first 2 seconds), although gene users pay a smaller amount of attention for a longer period of an advertisement.
That can be an indication of our evolving brain, which is more tailored to maintaining lower levels of focus on a wider number of inputs. But anyway, for advertisers the findings mean that you have a limited capacity to get your audience and get them interested in your messages.
And for those who can attract attention, the benefits are clear:
The more attention, the more profit, which is not a 100% guarantee of success, but a strong indicator for the connection between mandatory advertisements and positive brand results.
Based on the findings, the report also offers an overview of the most important attention leaders:
Although the data also demonstrate that Snap is a solid driver of involvement:
I mean, it is a Snap study commissioned, so that is not entirely surprising (it is unlikely that Snap would publish a report that has established that it was not a strong performer). But anyway, these notes show that Snap promotions are generally better in the attention of the public.
The report also offers tips on making more impactful Snap ads:
As well as an overview of how different content generally draws attention.
These are some valuable notes, and although this is based on Indian participants, most of these trends are probably applicable in most regions.
Some instructions for your promotional strategy and how you can attract the attention of your target group.
You can view the full “Attention Advantage” report here.
#Snapchat #shares #insights #important #motives #publics #attention