Snapchat Study Confirms Content Creators Maintain Longer Attention and Drive Sales

The survey was conducted on a sample of 12,000 social media users (aged 13-49) in the USA, UK, Canada, France, and Saudi Arabia. The research combined brand lift questionnaires, testing advertisements in real context, and simulated shopping where respondents could search for products and add them to their basket.

The results showed that creator-led advertisements maintain attention for longer, increase brand recall, and lead to higher purchase intent.

Interestingly, creators on the Snapchat platform emerged from the survey as more authentic and trustworthy compared to other platforms. However, the results suggest that creators can impact sales particularly when they are strategically integrated into campaigns.

Content Creators Drive Sales, Not Just Brand Awareness

68% of consumers reported having encountered sponsored content from creators. The creator economy is experiencing a boom and is expected to grow to 480 billion dollars by 2027.

The study revealed that creator-led advertisements can maintain attention more effectively—on average 12% longer than standard advertising formats. This means consumers spend more time with them and are more likely to absorb the brand’s key message.

This effect was also reflected in purchasing behaviour. When customers were first exposed to creator-led advertising followed by product advertising, they were more likely to view product details and ultimately make a purchase.

Moreover, brands that utilised creator partnerships were more likely to make it into consumers’ consideration set during their final purchase decisions, giving them an advantage in the competitive landscape.

Creators Strengthen Brand Trust and Reputation

Beyond direct sales, creators enhance brand credibility. Consumers who saw a combination of creator-led and product advertising perceived brands as more trustworthy compared to those who only saw product advertising.

“Global consumers told us that creator opinions are relevant during both consideration (71%) and purchase (70%) phases of their shopping journeys,” states the Snapchat report.

Snapchat claims its creators are perceived as more authentic and trustworthy than influencers on other platforms. According to the platform, this relates to its focus on communication between friends and family, which naturally strengthens the relationship with content creators as well.

Snapchat maintains that recommendations from its creators have a stronger impact on purchase decisions. This is because their followers view them more as friends rather than traditional influencers.

However, the research doesn’t offer specific comparisons with other social networks or hard data that would definitively confirm this difference.