Snapchat has published a new research report, in collaboration with National Research Group, which looks at how Snapchat users engage with film and TV content, and how brands can tap into this to maximize their in-app promotions.
And according to Snap’s insights, a lot of Snapchat users are locked into entertainment content.
“From watching the latest movie releases to keeping up with film awards season, Snapchatters are hugely passionate about movies and TV shows and always want to stay in the loop. Over 9 in 10 Snapchatters engage with movies or TV at least weekly, and 66% see movies in theaters at least monthly. Snapchatters also say movies and TV shows help them feel part of the broader cultural conversation.”
A key element within this, according to the research, is connection, and providing an opportunity to engage with friends and family around entertainment content.
That could provide a key linkage for related promotions, tying into the connective benefits of such within your marketing.
In a more specific sense, Snap’s research also shows that friends and family are the top influence when purchasing movie- and TV-related products, “such as streaming subscriptions or which food or drinks to consume while watching a movie.”
An important consideration for entertainment-related marketers.
The data also shows that Snapchatters use the app to share their interests, with 75% of respondents noting that they love sharing moments around their passion online.
And they love to engage about TV shows and films:
“On Snapchat, movie and TV show fans love accessing behind the scenes content, following their favorite actors, and connecting with other fans. Snapchatters on the whole are more likely to express their fandom towards movies and TV shows compared to non-Snapchatters, and they’re also more likely to share trailers with friends and family, watch award shows, or live stream their reactions to new movies or TV shows.”
The data also shows that 81% of Snapchatters are more likely to remember brands that they come across while engaging with movies and TV show content, while 77% agree that they have more loyalty to brands that are connected to their passions.
That also extends to influencers, and partnering with relevant creators in the app in order to resonate with their respective fan base.
Some key considerations for entertainment marketers, which could help to shape your Snapchat approach.
You can read Snapchat’s full entertainment engagement study here.
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