Snapchat has released its “Conversation Advantage” report, conducted with Magna’s Media Trials program and featuring insights from over 12,800 participants across five regions. The research examines how modern audiences communicate beyond traditional text messaging and phone calls, offering valuable guidance for marketers seeking meaningful consumer connections.
Digital Interactions Transform Consumer Expectations
The report reveals that consumers now view a broader range of digital interactions as legitimate conversations. Modern communication increasingly relies on expressive formats like emojis, stickers, GIFs, and memes to convey tone and emotion more effectively than text alone. This shift reflects consumers’ desire for clearer, more dynamic ways to express themselves in the digital age.
Brands Gain Multiple Pathways to Consumer Engagement
Data from the study demonstrates significant openness to brand messaging across various channels. Remarkably, 94% of consumers are receptive to receiving emails, SMS messages, direct messages, or chat pop-ups from brands. Direct messages prove particularly popular, with 77-86% of consumers welcoming them depending on their region.
Snapchat’s proprietary tools also show impressive performance metrics. The report found that 93% of users noticed Sponsored Snaps, while 59% naturally opened them without prompting. Additionally, 20% of users continued engagement by opening brand chats for further interaction.
The findings suggest that brands should diversify their communication strategies to align with evolving consumer preferences. By integrating multiple connection options and adopting more expressive communication styles, marketers can better resonate with modern audiences and maximize engagement across platforms.