Lights, Camera, Action! How brands can tap into movie and TV fandoms on Snapchat

It’s no secret that Snapchatters love watching movies and TV shows. In fact — 83% of Snapchatters are spending more time on movies & TV shows compared to the past. And with over 850 million monthly active users, Snapchat is the perfect place for brands to reach a huge audience of highly engaged movie and TV fans.

To help advertisers understand how they can leverage the power of fandom in movies and TV shows and drive business results on Snapchat, we partnered with National Research Group to conduct research on the role movies and TV shows play in Snapchatters’ lives.

Snapchatters are highly engaged with movies and TV shows

From watching the latest movie releases to keeping up with film awards season, Snapchatters are hugely passionate about movies and TV shows and always want to stay in the loop. Over 9 in 10 Snapchatters engage with movies or TV at least weekly, and 66% see movies in theaters at least monthly. Snapchatters also say movies and TV shows help them feel part of the broader cultural conversation.

Movies and shows: Better when we’re together

Snapchatters see movies and TV shows as a universally appealing way to spend more time with those they love and are actually more likely to watch with others vs. alone — 84% of Snapchatters watch movies or TV shows with friends or family.

Furthermore, friends and family are the #1 influence when purchasing movie- and TV-related products, such as streaming subscriptions or which food or drinks to consume while watching a movie.

How Snapchatters express their fandom

Snapchatters use social platforms in a wide variety of ways to fuel their passion and build excitement surrounding movies and TV shows. 86% of Snapchatters say that “social platforms help build excitement around activities I take part in" and 75% love sharing moments around their passion online.

On Snapchat, movie and TV show fans love accessing behind the scenes content, following their favorite actors, and connecting with other fans. Snapchatters on the whole are more likely to express their fandom towards movies and TV shows compared to non-Snapchatters, and they’re also more likely to share trailers with friends and family, watch award shows, or live stream their reactions to new movies or TV shows. This makes it important for brands to be part of broader conversations with Snapchatters around movies and TV shows. 

How brands can participate in Snapchatters’ love of movies and TV shows

Our research found that fuelling fandom on Snapchat leads Snapchatters to be more present and receptive to information, have more loyalty for, and remember brands better. 

• 85% of Snapchatters say ‘When I am engaging in my passions, I'm more present and receptive to information’

• 81% of Snapchatters say they are ‘more likely to remember brands I come across while engaging with movies and TV shows’. 

• 77% of Snapchatters agree that they ‘have more loyalty to brands that are connected to their passions’

This means that brands should take advantage of engaging Snapchatters during key entertainment tentpoles , such major conversations around highly anticipated TV shows and movies or during award shows, as they will be more likely to receive — and retain — the information.

Partnering with creators is also a key way for brands to stand out and engage fans through content they already love to see. Snapchatters are over 70% more likely than non-Snapchatters to want to see partnerships with creators. Actors will be a worthwhile choice to partner with, as almost a third of Snapchatters find them influential when deciding what to purchase. 

Key takeaways from the research found that:

1. Snapchatters are highly engaged in movies and TV 

2. Movies and TV shows help consumers strengthen bonds with friends, family, and other fans

3. Platforms, especially Snapchat, enhances consumers’ love of movies and TV

4. Brands need to participate in major entertainment moments, such as award shows or new TV show premieres or movie releases, especially through creator partnerships

If you would like to see the full reports please reach out to your Snap Sales Rep.