A new study assessed the impact of positive emotions on advertising receptivity on Snapchat.

WARC research shows that two-thirds of marketers are anticipating an upturn in business in 2024, with a third of the industry across Europe and North America is expecting budgets to increase. If only consumers could say the same. Instead, they face a continued cost of living crisis and daily news that does little to lift their spirits.

At Snap, we recently worked with Alter Agents on new research looking at the impact of positive emotions, built through close relationships with family and friends, on receptivity to advertising.

We know from previous research that people feel happier, more connected, and more able to be themselves when using Snapchat, and in this new study, we set out to explore how these emotions impact the response 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.

Key findings

For a truly global perspective, we talked to more than 10,000 people, aged 13–49, across eight countries, including the US, UK, France, Germany, Saudi Arabia, the Netherlands, Australia, and India, to understand people’s emotional states when using different platforms and the impact of positive emotional states on key brand outcomes.

Our findings included:

  • Stronger feelings of connection while using Snapchat produce a higher likelihood of Snapchatters recommending the brands they see to others, delivering 4.5 times more brand recommendations than other platforms.
  • Advertising on Snapchat benefits both short-term and long-term brand metrics, including a higher lift in brand favourability (8%), and increased purchase likelihood by 1.7 times when compared to social media platforms.
  • Brands that advertise on Snapchat are viewed as 4.8 times more current and 1.6 times more relatable than when advertised on traditional social media platforms.

Study data reveals a strong correlation between the consumers’ emotional state and brand reception. Emotions such as happiness, creativity, joy and connection influence how people view both the brands and ads, with Snapchatters seeing brands as more relatable and less dated, and ads as more positive and playful than competition. This positively impacts key metrics such as recall, awareness, purchase intent, recommendations and overall brand engagement.

What this means for brands: More joy for 2024

Understanding people’s reasons for using different platforms and their feelings when doing so can help brands make sure they are engaging with their target audience in the right way. 

When planning media strategy, it is not enough just to consider reach, frequency and audience. As users vary their behaviour from platform to platform, marketers should adapt their advertising communication and messaging accordingly, to connect with users in a way that corresponds with their moods as well.

We’d all like a little more joy in our lives. This new research demonstrates conclusively that marketing teams can plan campaigns with confidence, knowing that they will create positive, feel-good experiences that also drive action.

Read more about the study.