Snapchat Shares Insights Into the Key Drivers of Audience Attention

Snapchat has published a new report which looks at how different content formats drive attention (or don’t), and how brands can tap into the best options to drive better outcomes with their efforts.

In order to determine this, Snapchat partnered with WPP and Lumen to conduct a multi-input study among 3,000 Indian app users.

As explained by Snap:

“Lumen’s proprietary technology measured visual attention across major digital platforms. In a controlled ‘sandbox,’ WPP brands across categories – FMCG, Auto, Quick Service Restaurant and Fashion – ran ads from a single campaign, delivering striking insights.”

Lumen’s process measured participants’ visual attention to both content and advertising, with the study group then completing a follow-up survey pertaining to their experience.

And there are some interesting findings. First off, the data shows most people only pay attention to a small section of an ad (the first 2 seconds), though Gen Z users pay a smaller amount of attention over a longer period of an ad.

That could be indicative of our evolving brains, which are becoming more attuned to maintaining lower levels of focus on a broader number of inputs. But either way, for advertisers, the findings mean that you’ve got limited capacity to grab your audience, and get them interested in your messaging.

And for those who can grab attention, the benefits are clear:

The more attention, the more profit, which is not a 100% guarantee of success, but is a strong indicator of the connection between compelling ads and positive brand outcomes.

Based on the findings, the report also provides an overview of the key drivers of attention:

While the data also shows that Snap is a solid driver of engagement:

I mean, it’s a Snap commissioned study, so that’s not totally surprising (it’s unlikely that Snap would publish a report that found that it wasn’t a strong performer). But either way, these notes show that Snap promotions are generally better at getting audience attention.

The report also provides tips on how to create more impactful Snap ads:

As well as an overview of how different contents, in general, drive attention.

These are some valuable notes, and while this is based on Indian participants, most of these trends are likely applicable across most regions.

Some pointers for your promotional strategy, and how to get your target audience’s attention.

You can check out the full “Attention Advantage” report here.