How Social Drives Telco Decisions

For telecommunication (telco) providers, reaching consumers at the right moment in their decision journey is increasingly complex. As plans and services evolve, so do the ways people research and choose the services available to them. As highly engaged & informed telco consumers, Snapchatters represent a unique audience for advertisers, whose telco decision-making journey is shaped by social platforms, creators, and their family and friends.

Snapchatters Are Connected, Curious, and Always Ahead

Snapchatters pride themselves in being the people their friends turn to for emerging tech trends and updates around new features, apps, and devices. And their peers recognize it too: roughly seven in 10 Snapchatters are considered tech-savvy by the people around them - about 1.3x more than non-Snapchatters.

Snapchatters’ tech-savviness is coupled with a fluency in their telco options, with higher provider recognition compared to their non-Snapchatter counterparts.

Their brand awareness turns to action: Not only are Snapchatters more likely to have signed up for a new telco plan within the past six months, the majority were also the primary decision-maker during that process. 

For telco brands, the combination of awareness, action, and decision-making authority makes Snapchatters a valuable audience.

Big Life Moments, Big Telco Decisions

Whether it’s been changes in education, career updates, or even just celebrating birthdays and holidays, many Snapchatters have experienced major life milestones in the past 6 months. These life moments often prompted Snapchatters to reassess whether their current telco plans are meeting their needs, creating inflection points for action.

While consumers tend to stick with a provider for years at a time, switching isn’t uncommon, as over two-thirds of Snapchatters have switched from their initial plan. Snapchatters are intentional when they change their plans. They’re motivated by the value their providers and plans offer, whether that is through bundling plans, financing options, or promotional deals.

Social Leads Telco Touchpoints & Influence 

Today, social platforms like Snapchat play an increasingly important role in the research process. 71% of Snapchatters use social channels when researching telco providers & plans, making them 1.5x more likely than non-Snapchatters to do so. And social content drives action, with Snapchatters 1.9x more likely to have purchased a telco product after seeing it on social media.

When choosing their first telco plan, Snapchatters rely heavily on their family and friends for guidance. In fact, they are more than 2x more likely than non-Snapchatters to turn to friends when making those initial plan decisions. Whether it’s discussing plan options, sharing deals, or sending brand content through Chat, family and friends’ influence surfaces through the conversations happening on social platforms.

Creators have also emerged as a new layer of influence. Two-thirds of Snapchatters say creators have at least some influence on their telco purchases, which is 1.8x more likely than non-Snapchatters. Many follow creators and watch their telco content to learn about products and services. And that engagement fuels action as Snapchatters are 2x more likely to sign up with a telco brand after seeing content from a creator. 

On Snapchat, the influence of creators really stands out. Three in five Snapchatters find telco-related content from creators to be more authentic than similar content on other platforms, helping guide consumers through high-consideration telco decisions.

Snapchat Content Engages…and Converts

When Snapchatters encounter telco brand content on the platform, the impact goes beyond awareness. Exposure helps build brand affinity, with 58% of Snapchatters becoming fans of providers after seeing those brands on Snapchat. And it also translates into real-world action as over half of Snapchatters have purchased a telco plan or switched carriers after seeing it advertised on the platform.

Snapchat is not just a place for brand engagement. It’s a tool that helps streamline & enhance consumers’ entire telco decision journey. 62% of Snapchatters say that Snapchat makes the overall telco planning experience better.

Key Takeaways for Telco Brands

For advertisers, these trends & behaviors point to clear opportunities. Snapchatters are highly engaged and informed consumers, proving to be a key audience for telco providers. From engaging Snapchatters during key decisions to leveraging social and creator content, there are actionable ways brands can connect with this key audience.

1. Catch Snapchatters when they are already looking for a change.
   Focus campaigns on life transitions (moving, graduating, starting a career). Align creative with these "reevaluation moments" when users are actively comparing providers.

2. Don’t just claim value - prove it
   Highlight competitive pricing, exclusive discounts, and the logic of bundling. Use specific data to show why your plan is uniquely suited to their digital habits.

3. Capitalize on the Authenticity of Creators
   Partner with creators on Snapchat to translate brand loyalty into actual sign-ups, as Snapchatters are more likely to act on content they perceive as genuine.

4. Transform Brand Loyalty into Action
   Feature shareable content on Snapchat that facilitates conversations with family & friends. Utilize immersive AR format to allow consumers streamline the telco plan buying experience.