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Snapchat Publishes New Data on the Rising Effectiveness of 6-Second Ads

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With attention spans declining, and media consumption habits evolving, could 6-second video ads now be more effective than longer variants?

That’s what Snapchat’s contending, based on its latest research report. To glean more insight into how people’s response behaviors are shifting, Snap commissioned MAGNA Global to conduct a study of over 7,700 users, on both desktop and mobile devices, in order to get an idea of their reactions to varying video ad types.

The data highlights some interesting points of note – first off, Snapchat says that, regardless of length, full-screen vertical ads on Snapchat drove more than 2x the lift in awareness than other platforms tested. 

Snapchat video ad response

That points to the immersion and engagement of Snapchat’s platform, which drives increased engagement with the content displayed, even promotions. Of course, that’s still relative to ad quality to some degree, but because ads are only 6-seconds long, that lessens the intrusion, and further aligns with user behavior.

Snapchat also notes that its 6-second ads were more persuasive than 15-second slots across all age groups within the test pool.

Snapchat video ad response

However, the results here were not universal across all campaign types. Snapchat says that for brand launches, 15-second ads worked better. 

Snapchat video ad response

As per Snap:

“We found that of the ads tested, the ads that marketed a new product saw longer lengths provided greater efficacy on Snapchat. Therefore, new product launches should be a time to consider Extended Play Commercials in your media mix.”

So when you’re looking to communicate more detail, like in your initial launch phase, you’ll likely want to consider longer explainers in your approach.

And this is also interesting – Snapchat additionally found that both custom ads created for Snapchat, and ads which were crafted from longer campaigns, performed similarly on the platform.

Snapchat video ad response

So you can cut down your longer video campaigns and re-shape them for Snap’s audience without seeing a significant downturn in performance. Again, the specifics of your creative do matter, but it’s worth noting that Snapchat added a Vertical Video Conversion tool in Snap Publisher last April, which will enable advertisers with horizontally-aligned assets to easily convert them into vertical format. 

Could be worth keeping in mind for your efforts.

The results here reiterate similar data to what Snapchat published back in December, which also showed that shorter video ads are now on par with longer video promotions, in terms of effectiveness. 

Snapchat video ad response

That makes sense – as users become more accustomed to short-form content overall, through the popularity of Snaps, Stories, and now TikTok clips, that means that video messaging is also now increasingly effective in condensed form.

But worth specific note in this study is the impact on all age groups, not just younger audiences. That could be worth noting in your video marketing approach.

You can read Snapchat’s full video ad effectiveness report here.

Socialmediatoday.com

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8 Core Disciplines for a Successful Social Media Marketing Strategy [Infographic]

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8 Core Disciplines for a Successful Social Media Marketing Strategy [Infographic]

Are you looking to create an effective social media marketing strategy? Want to learn the core disciplines you need to pay attention to?

The team from MDG Advertising share their social media tips in this infographic.

They break things down as follows:

  • Strategy
  • Auditing
  • Technology
  • Paid media
  • Content development
  • Customer response
  • Compliance and risk assessment
  • Measurement

Check out the infographic for more detail.

A version of this post was first published on the Red Website Design blog.

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Five Ways To Make Your Startup Stand Out From The Competition

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Five Ways To Make Your Startup Stand Out From The Competition

Making your business stand out from others in a crowded marketplace is key to its success. High-quality products and services, a smart pricing strategy, and effective marketing are just the basics. The most successful entrepreneurs have a few extra tricks that separate their business from the rest of the pack.

Tell a strong story

Businesses need to do two things to succeed; be relevant and distinctive. As Steven Hess, founding partner at WhiteCap, explains, doing one without the other will lead to failure. “Being relevant on its own leads to a focus on price and an inevitable sublimation into the sea of sameness, and customers will not look for you,” he says. “Being distinctive without solving a problem leads to gimmickry and longer-term weakness. You have to do both, and one way of uniting the two is with a strong story.”

This could focus on the founder’s story, what led them to set out on their business journey, how they identified the problem they are solving, and how they are solving it uniquely. Stories can also be drawn from customers; how are they using your products or services? What problem does it solve for them?

“You also need to look at how your competitors are presenting themselves and then present yourself in the opposite way,” says Hess. “This will feel uncomfortable, and most businesses fail at this point. Why do ads for cars, financial services, estate agents, etc., look the same? It’s because most of us don’t want to stand out. We’re afraid to fail and be seen to fail. But if we are not being seen, being distinctive and solving a real problem, we’ve already failed.”

Focus your messaging on customer needs

A company’s messaging has to be focused on its potential customer’s biggest wants and needs. It should clarify what people will get if they buy from you, what transformation they will see, and how they will feel afterward. “Most importantly, it should communicate what people will miss out on if they don’t buy from your startup,” says business growth consultant Charlie Day. “When you shift your messaging from simply trying to grow a business and make money to focusing on your customer’s biggest wants and needs, the sales and growth will come, and it will set you apart from others.”

Target an underrepresented audience

This can be a powerful way for startups to stand out. “By focusing on a group that larger companies often overlook, they can differentiate themselves and appeal to a unique and untapped market,” says Vladislav Podolyako, founder and CEO of Folderly. “And by providing solutions to the specific needs and challenges of this audience, startups can establish a strong reputation and build a loyal customer base.”

For example, a fitness startup targeting older adults can stand out by offering specialized classes, products, or resources. By providing solutions to the physical limitations of older adults, the startup can differentiate itself from other companies, address the unique fitness challenges faced by older adults, and build a loyal customer base.

However, as Podolyako points out, this strategy must be carefully thought out. He says: “The startup may be associated with an older audience only, so you should work with PR agencies to get the positioning right and potentially think about creating a sub-brand.”

Differentiate your social media strategy

A unique voice and communication style will make you stand out on social media. However, it’s not just what you say but what you do that makes the difference. “If everyone is offering ‘how to’ tips on LinkedIn, create some short form behind-the-scenes videos. If everyone is doing special offers on Facebook, publish some tip-based stories,” says Catherine Warrilow, managing director of Daysout.com. “Make yourself accessible for customer support on the social media channels used by your audience, for example, via What’s App or Messenger.”

Respond promptly to customer calls

Making it easy for customers to contact you and get a response is vital for customer engagement and retention. Yet, businesses are surprisingly poor at answering their phones, listing phone numbers on their websites, and responding to voicemails. It’s a massive turn-off for customers, as a survey by global communications company Moneypenny revealed, with unanswered phone calls topping the list of consumer gripes, cited by 43% of respondents, followed by annoying hold music (35%).

Joanna Swash, Group CEO of Moneypenny, says: “Customers use the phone when they have an urgent or sensitive issue to discuss, so companies cannot afford to provide a poor call experience; business will be taken elsewhere. By mastering the art of call handling, businesses can keep their customers happy and loyal and boost the bottom line in the process.”

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Twitter Experiments with Reply Filters, Timeline Controls, and the Capacity to Search Your Tweet Likes

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Twitter Experiments with Reply Filters, Timeline Controls, and the Capacity to Search Your Tweet Likes

Amid the various large-scale changes at Twitter, the platform is also working on some smaller tweaks and updates, which may or may not ever get released, but could provide valuable functionality for many users.

First off, Twitter’s testing the ability to search through your Likes, so you can find out who, specifically, has liked your tweets.

That could help you glean more context when reaching out to someone, or just another way to understand who’s responding to your tweets.

And it could be particularly valuable as a research tool for marketers in understanding their audience and who they’re reaching with their tweets.

Twitter’s also testing a new way to filter your replies, which could be handy if you get a lot of responses to a tweet.

Tweet reply sorting

I mean, I’m not sure how many people are getting so many replies to their tweets that they need a filtering option, but for those that are, this could be a simple way to ensure you’re staying up on the most relevant responses and responders, to better manage your engagement.

Finally, Twitter’s also experimenting with new timeline settings, which would provide more control over your timeline and pinned lists.

Twitter timeline controls

Note also, in the middle screen, that Twitter’s developing an option that would enable you to hide your tweet view counts, which would provide another way to manage your activity in the app.

As noted, all of these are in test mode, with Twitter engineer Andrea Conway posting them for public opinion, before exploring further development. But they could be handy, and while they’re not game-changers as such (which may mean they get less priority), smaller tweaks and updates like this could be significant for certain users, and could make it easier to manage your tweet activity.

We’ll keep you updated on any progress.



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