Andrew Hutchinson
Source: www.socialmediatoday.com, September 2024
Snapchat remains a highly influential app, and plays a significant part in shopping discovery, according to a new report looking at social shopping behaviors.
In response to a question relating to whether users of each of the major social apps have made a purchase based on influencer content in that app, Snapchat came out on top, with 85.6% of users going on to buy after seeing a creator showcase a product in-stream.
As you can see in this survey, conducted by eMarketer, Snapchat was more influential on user shopping activity than TikTok, X or Instagram, with YouTube surprisingly far down the list.
That‘s a surprise because of the influence of creators like MrBeast and Logan Paul, who’ve now created their own retail businesses off the back of their YouTube presence.
Yet, even with these examples in mind, Snap remains the best medium for connecting with consumers via influencers, according to this data, with the increased intimacy and trust in the app likely playing a part.
eMarketer’s survey also found that creators were most effective at getting Gen Zers to make a purchase.
As per the report:
“Our survey found that 82.0% of 15-to-26-year-old shoppers (who are also heavy Snapchat users) had bought something because of creator or influencer content, compared with 18.8% of baby boomer shoppers. While that’s not surprising, the relatively high rate of creator-driven purchases among Gen X shoppers (40.8%) may be.”
Also, Facebook had the lowest rate of creator driven shopping. Which is no real surprise, as Facebook’s isn’t as conducive to fostering creator connection, and amplifying relevant trends.
But the main point of note is Snap’s significance as a purchase driver, and how that relates to your campaigns.
Snapchat itself has produced similar research, showing that Snapchatters are increasingly open to online shopping.
It makes sense, then, that the app would have more influence in this regard, and it’s worth considering whether partnering with relevant Snap influencers could be a means to boost your results, particularly with younger audiences.
