Snapchat Reports Increase in Mobile Video Viewing

According to a survey from Snapchat, consumers are increasing the amount of video they watch on their mobile devices, and the business argues that this shift in viewing behavior is the norm going forward. A research study was commissioned by Snapchat to gain a better understanding of how the mobile behavior of millennials and Generation Z is evolving.

Furthermore, the study investigates the emotional reaction of people when they watch videos on mobile platforms, in addition to analyzing the behaviors of video viewing. In light of these findings, Snapchat has developed tips that could be of assistance to advertisers in the process of developing more immersive video advertisements. A summary of the most important findings from Snapchat’s research on video consumption is presented here.

Mobile video consumption is increasing day by day among younger audiences.

Snapchat’s research investigates how millennials and members of Generation Z (those between the ages of 13 and 34) consume mobile videos. As a result of the outbreak, they are required to answer a series of questions concerning how their mobile video-viewing behavior has shifted.

Millennials and members of Generation Z have shown considerable growth in their video consumption in the year 2020, with a particular emphasis on video material that is shared on social media platforms and mobile devices.

Among the other discoveries are:

• Millennials and members of Generation Z watch more than an hour of video on social media applications every single day.
• 61% of people have reported that they are watching more videos on social media applications than they were before the outbreak.
• If compared to before the outbreak, 56% of people say they are watching more videos on streaming applications on their televisions.
• When compared to the time before the pandemic, 52% of people are watching more videos on streaming applications on their smartphones.
• For the final point, 52 per cent of those who were polled believe that this increased viewing behaviour is here to stay.

Snapchat’s video is more immersive than those of other apps, according to a study.
The research investigates the brain responses to films on Snapchat in comparison to those on other applications and offers positive findings in the areas of attention and emotional response.

Except for Snapchat, the platforms that were evaluated induced instances of lesser immersion that lasted longer and occurred more frequently. Additionally, these platforms were more likely to cause negative experiences that led to lower levels of engagement.

Important Takeaways for Marketers

According to Snapchat, the video content present on its site maintains its immersive quality even when it is accompanied by advertisements. Even though Snapchat is not the most widely used social media platform, it is still worthwhile to pursue its niche user base, which consists of hyper-connected adolescents and young adults, if they are already a part of your target demographic.

Facebook has more than 3 billion monthly active users globally, making it the most popular social media platform.

Video advertisements on Snapchat were, in general:

• 8 percent more immersive than advertisements on the other applications that were examined.
• A benchmark for the advertising business that is 36% more immersive than the competition.
• Those who experience a higher level of immersion are more likely to remember the substance of advertisements and to look for additional information about the products they are interested in.
  

Shorter videos are what Snapchat users anticipate seeing from the platform. The majority of respondents indicated that they have a strong preference for videos that are less than five minutes in length when they were asked how frequently they watch shorter movies on their phone as opposed to lengthier videos.

Sixty-one percent of people who were questioned on Snapchat view films that are shorter than one minute in length multiple times per day. It is to your advantage to transmit your message in a shorter amount of time, whether you are creating organic or commercial content for Snapchat. When purchasing media, it is important to take into consideration the reasons why people choose to watch videos on particular platforms and the emotional experiences that emerge as a result. Ensure that the messaging is in line with the emotions that these videos are attempting to evoke.

By using creative that is attention-grabbing and engaging, you may reduce the likelihood of emotional dips occurring between content and advertising. It is important to give careful consideration to when and how to utilize longer lengths of advertising content in a manner that will both attract and keep individuals’ attention.

Although many people believe that Snapchat is only an app for adolescents and young adults, the business claims that it can reach 90 percent of the population between the ages of 13 and 24 and 75 percent of the population between the ages of 13 and 34 in more than 20 countries.

Because of this, you may have more marketing chances on the platform than you are aware of, particularly if the demographic you are targeting is comprised of young people and digital originals. Get in touch with a social media management specialist to determine whether or not it is worthwhile to engage in marketing on Snapchat using Snapchat.

Wrapping It Up

However, Snapchat continues to play a significant role in the social media world. Younger generations continue to use the app as their primary platform of choice since they like the Stories, filters, and ephemeral messaging services offered by the platform. Seven hundred million people throughout the world use Snapchat every month, making it the fifth most popular messaging app and the tenth most popular social media app simultaneously.

Features such as Stories, Spotlight, and Memories are extremely popular among Snapchat users. Snapchat+ gives users access to the most recent features and gives them the ability to customize their app even further.