Snapchat Provides Insight into How Snaps Drive Purchase Behavior
Snapchat users are increasingly seeking purchase guidance in the app.
Fransebas
Snapchat has published a new report on how technology is changing the shopping experience, and how social media, in particular, now plays a significant role in driving purchase decisions.
The report, created in conjunction with Publicis Media and NRG, incorporates responses from over 3,000 Snapchat users, providing an indicative view of some key trends that are shaping consumer behaviors in the app.
And there are some interesting notes. First off, the data shows that advancing tech, including virtual try-on options and generative AI, are re-shaping the shopping journey.
As per Snap:
“AI-powered personalization, virtual try-on experiences through augmented reality (AR), and image search are no longer futuristic concepts; they’re current realities shaping how consumers discover and purchase apparel. These tools create more personalized ways to shop and provide huge benefits to brands.”
The data shows that
65% of Snapchatters find AI-powered styling guides helpful in discovering new outfit ideas based on recent purchases (2.1x greater than non-Snapchatters) 63% of Snapchatters say that using AR Lenses reduces their need to visit a physical store 77% of Snapchatters find that visual search helps find apparel items faster and easier (compared to only 50% of non-Snapchatters)So for Snapchat users in particular, these new advances are helping to guide the shopping journey, which is an important consideration for marketers.
Snapchatters also rely on the app to keep them up to date with the latest fashion trends.
As you can see in this overview, 82% of Snapchat users get fashion inspiration from the app, while 81% are keen to get updates on deals and promotions via social platforms.
This is another key consideration for marketers, in connecting with shoppers with the content that they’re seeking, which includes your latest offers and promotions.
Social platforms are also powerful for sharing, with 85% of Snapchat users relying on the input of friends and family to guide purchase decisions.
Snapchat is designed for engagement between close friends and family, and in this sense, it could be a stronger driver of this element.
The data also shows that 82% of Snapchatters are more likely to pay attention to brands they see their family and friends using, and 80% message their friends on social platforms about their opinion on apparel brands.
In the final element, the report looks at the influence of creators on purchase decisions, with brands who collaborate with creators gaining greater social clout, according to the data.
Of course, that depends on the specifics of the collaboration, and the relative relationship with each brand/ audience. But done right, influencer collaborations clearly have significant sway, and could help to persuade your target audience.
These are some valuable insights for brands looking to market on Snap, with a range of implications for your strategy. And while these may not be ground-breaking insights, the data to support each point adds strength to each recommendation, which could help to guide your thinking.
You can view Snapchat’s full fashion influence report here.
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