Snapchat and Alter Agents Release New Data Proving Correlation Between Emotion and Brand Receptivity
17 de noviembre de 2023
Snap and Alter Agents released the findings of new research on how positive emotions, built through close relationships with family and friends, impact overall brand receptivity.
Building on previous neuroscience research that showed that people are happier when using Snapchat due to connections with others, this new study explores how this positive environment translates to higher, longer-lasting ad receptivity and better brand outcomes.
"Our research has shown time and time again that people feel happier, safer, closer to others, and more able to be themselves when engaging with Snapchat," said Alexander Dao, Global Head of Agency Development & Sales Partnerships, Snap Inc. "With this new study, we wanted to explore whether or not these emotions make individuals more receptive 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."
Alter Agents conducted the global study among more than 10,000 respondents, ages 13-49, across eight countries, including the United States, United Kingdom, France, Germany, Kingdom of Saudi Arabia, the Netherlands, Australia and India. Using in-context exposure and other survey elements to evaluate emotional state when using social apps, the study tested the impact of positive emotional states on key brand outcomes.