Snapchat, in collaboration with VaynerMedia and Realeyes, has unveiled The Modern Brand Guide: Creating Scroll-Stopping Content on Snapchat, a research-driven playbook for optimizing video ads on the platform.

What the Study Found:
Authentic, native content generated 19% more positive emotions & held attention 13% longer
Product-focused content increased ad recall by 17%
Snapchat’s branded AR lenses drove 40% higher brand recognition & 32% higher recall
"Edutainment" ads boosted purchase intent by 17%
Partnering with Snap Stars increased ad attention by 33%

7 Best Practices for Engaging Snapchat Content

Leverage UGC: User-generated content fosters authenticity & relatability
Partner with Snap Stars: Collaborate with Snapchat’s top creators for wider reach
Use AR Lenses: Sponsored Lenses significantly boost brand recall & engagement
Hack Traditional Formats: Think beyond standard ad placements to capture attention
Blend Education & Entertainment: "Edutainment" drives longer engagement & higher conversions
Align with Passion Points: Tailor content to interests like fashion, sports, food, & entertainment
Prioritize Strong Branding: Maintain clear, consistent brand visuals throughout content

Why This Matters

With 850 million users, Snapchat remains a dominant platform among Gen Z & young millennials. Brands that fail to adapt their content strategies for native engagement risk missing a huge opportunity in the evolving digital ad landscape.

"Snapchat is redefining its role in the algorithm-driven video wars, and brands that don't adapt will miss a massive opportunity."
— Peter Chun, EVP, Global Head of PAC, VaynerMedia