Snapchat has become a useful resource for marketers that are trying to tackle younger demographics because of the fact that this is the sort of thing that could potentially end up allowing them to place ads right where the younger crowd happens to hang out in a digital way. In an attempt to help marketers maximize the performance of their ad campaigns, Snapchat has provided some useful data which mostly focuses on how AR integration can help improve performance.
There are two studies that formed the basis of this data, with one being conducted by Kantar and the other by Magna. With all of that having been said and now out of the way, it is important to note that the Kantar studied focused more on general advertising optimization. A posting frequency of four times per week resulted in achieving 75% of the total Intent lift that was possible, with a further four covering the remaining 100%. That reveals that the first few posts are much more impactful than the latter few.
The study that was conducted by Magna Media Trials showed some of the benefits of integrating AR into marketing campaigns. AR lenses in the World Facing category can boost sales intent by as much as 8%, and also increase brand relevance by around 7%. Front facing lenses are important in a different way with all things having been considered and taken into account. They only provide a 4% lift in relevancy, but that’s better than nothing and 5% increase in perceived brand uniqueness it provides is a nice added bonus.
All of these facts suggest that having a diverse marketing approach is key, and incorporating AR as and when possible offers some undeniable positive results. Over saturating your users and consumers is never a good idea, because anything beyond the fourth weekly post offers diminish returns. Posting after your eighth post of the week will result in little to no returns and it might even harm your overall campaign, so marketers need to be wary of this fact otherwise they will spend more ad budgets for little effect.
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There are two studies that formed the basis of this data, with one being conducted by Kantar and the other by Magna. With all of that having been said and now out of the way, it is important to note that the Kantar studied focused more on general advertising optimization. A posting frequency of four times per week resulted in achieving 75% of the total Intent lift that was possible, with a further four covering the remaining 100%. That reveals that the first few posts are much more impactful than the latter few.
The study that was conducted by Magna Media Trials showed some of the benefits of integrating AR into marketing campaigns. AR lenses in the World Facing category can boost sales intent by as much as 8%, and also increase brand relevance by around 7%. Front facing lenses are important in a different way with all things having been considered and taken into account. They only provide a 4% lift in relevancy, but that’s better than nothing and 5% increase in perceived brand uniqueness it provides is a nice added bonus.
All of these facts suggest that having a diverse marketing approach is key, and incorporating AR as and when possible offers some undeniable positive results. Over saturating your users and consumers is never a good idea, because anything beyond the fourth weekly post offers diminish returns. Posting after your eighth post of the week will result in little to no returns and it might even harm your overall campaign, so marketers need to be wary of this fact otherwise they will spend more ad budgets for little effect.
