February 27, 2025
February 27, 2025
The Modern Brand Guide: Creating Scroll Stopping Content on Snapchat
New research from Snapchat, VaynerMedia & Realeyes reveals the power of Creators to drive happiness and brand outcomes. Read all about it here!
In today’s modern world, it’s never been more important for brands to build video content that will break through, especially with creative being the primary driver of sales in a media buy at 47%.¹ Gone are the days of planning for the epic 30 second spot where months are spent on the storyboard, animatics and finally, the finished film. Today, video production can be captured in the moment or shot by a creator on their phone. This requires a rewrite of rules for great content creation - content that feels simpler, gets the message across faster, and feels more like a friend-to-friend on Snapchat.
Snapchat partnered with VaynerMedia and Realeyes to uncover the type of scroll-stopping brand content that works to drive impact. Realeyes conducted an in-context study among ~5,000 US Snapchatters between 16-49 YO who watched video ads on Snapchat while their attention and reactions were measured second by second. A post exposure survey measured impact on brand metrics and a custom survey also explored consumer motivations behind viewing content on Snapchat – all to reveal today’s modern video best practices for brands.
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Snapchat is redefining its role in the algorithm-driven video wars, and brands that don’t adapt will miss a massive opportunity. With 850 million users and dominance among Gen Z and young millennials, success will come down to understanding what content actually resonates natively on Snap. Now is the time for brands to start exploring how to show up authentically on this platform.
Rule #1: Leverage UGC
Platform native brand content that looks authentic, and DIY was perceived relatable and trendy, generating 19% higher happy emotions and capturing attention for at least 13% longer (vs. study avg) – this was especially true for Millennials. The learning? Consumers expect brand content to reflect a platform’s native environment for a seamless experience.