A collaborative study to test brand authenticity on social media

Together with Snapchat and OMG, we explored how working with creators can improve brand advertising results, particularly in the retail sector.

The joint study includes responses from over 12,000 users of various social platforms aged between 19 and 49 from five different markets (USA, UK, Canada, France, and Saudi Arabia).

The users were surveyed using various quantitative research methods. These included contextual exposure to different ad sequences, a brand lift survey, and a simulated commerce shopping exercise in which consumers went to an online marketplace and had the opportunity to search for products and add them to their shopping cart.

Findings from the study …

The following findings were observed in the course of the study: A creator ad, followed by a brand ad, led to a significant increase in ad recall and brand awareness without support. This is because global consumers stated that creator views are important to them during the consideration (71%) and purchase (70%) stages of their shopping process. The reason for this is that creators act like friends in the eyes of users. Creators on Snapchat in particular were rated in the study as more likeable, authentic, reliable, and friendly, which resulted in consumers preferring recommendations from Snapchat creators by 10% compared to creators on other platforms.

Companies could therefore use this halo effect to positively change the perception of their brand, especially if the chosen creator is already very popular on social media platforms.

What brands should pay attention to…

With the help of this study, various guidelines for brands could be compiled. The study shows the positive impact social media creators can have on brand perception. Accordingly, brands should consider creators as a marketing tactic and include them in strategies aimed at achieving commerce results.

Furthermore, creators should be included in the marketing mix and campaigns if a brand wants to polish its image or gain the trust of consumers. Creators should establish an authentic connection to the brand and its products and build trust with the audience.

Snapchat in particular scored positively in the study and is therefore recommended as a point of connection between creators and consumers.

You are interested in further study results and want to find out how you as a company can best incorporate Snapchat into your advertising strategy. You can find the full article on the Snapchat, OMG and eye-square study here!

Talk to our experts!

Would you like to find out more about similar studies or exchange ideas with our eye square experts? We are happy to help you with our Brand and Media Team!