This study builds upon previous neuroscience findings that Snapchat users experience heightened happiness due to their connections with family and friends, examining how this positive emotional environment influences brand perception and engagement.
The global study, conducted among over 10,000 individuals aged 13-49 across eight countries, including the United States, United Kingdom, France, Germany, Kingdom of Saudi Arabia, the Netherlands, Australia, and India, utilized in-context exposure and various survey methods to assess the emotional state of users on social apps. The research specifically focused on how emotions like happiness, creativity, joy, and connection impact brand outcomes.
Alexander Dao, Managing Director, Global Head of Agency Development & Sales Partnerships at Snap Inc. said “Our research has shown time and time again that people feel happier, safer, closer to others, and more able to be themselves when engaging with Snapchat. With this new study, we wanted to explore whether or not these emotions make individuals more receptive to branded content and ads. What we found is that the high level of engagement Snapchatters display when connecting with family and friends translates into high engagement and better business outcomes for brands.”.
The findings indicate a robust link between users’ emotional states and their receptivity to brands. On Snapchat, where these positive emotions are prevalent, brands are perceived as more relatable and contemporary, while advertisements are seen as more positive and engaging compared to those on other platforms.
This enhanced perception significantly boosts crucial metrics like brand recall, awareness, purchase intention, recommendations, and overall engagement with the brand.
This research underscores the importance of fostering positive emotional experiences on social media platforms for brands aiming to connect more effectively with their audience.
The insights from this study highlight the potential for social media platforms, particularly those like Snapchat that foster close personal connections, to create environments that are not only beneficial for users’ well-being but also conducive to stronger brand engagement.