Snapchat's latest research shows that 6-second ads are more effective than long videos?

With the development of social media and changes in people's information consumption habits, consumers' attention has been widely dispersed. So will shorter 6-second ads be more effective than longer ads?

To answer this question, Snapchat, a social app that burns after reading, commissioned MAGNA Global to conduct a study on more than 7,700 Internet users on PC and mobile terminals to investigate their reactions to watching different types of video ads. The following are the main findings of the study:

Regardless of duration, Snapchat’s immersive ads are more effective

Snapchat said that regardless of whether the short video ads are 6 seconds or 15 seconds long, the promotional effect of full-screen vertical ads on the platform is better than that of other platforms participating in the test.

This shows that the Snapchat platform has better immersion and user engagement, which can further increase the interaction rate of advertising content on the platform and improve the publicity effect and conversion rate of advertising.

Of course, the quality of the ad itself is also a factor that cannot be ignored, but a 6-second ad is short enough to reduce distractions when users are watching ads and also fits in well with users’ information consumption habits.

6-second ads perform better overall, but 15-second ads are more suitable for new product launches

As shown in the figure below, Snapchat found that 6-second ads can achieve better promotional conversion effects among users between the ages of 16-34 and 35-44.

However, when launching a new product or a new brand, 15-second video ads are more effective.

Snapchat said that in the ads that have been tested, longer ads for new products can help to achieve greater promotional effects on Snapchat and convey more product details. Therefore, sellers can consider adding longer video options to their advertising portfolio when promoting new products.

Edited versions of long video ads are just as effective as personalized ads

Long video ads themselves can accommodate more brand information and promotional materials, and also provide brands with creative space for editing and re-creation.

After comparing the promotional effects of edited versions of long video ads with personalized ads, Snapchat found that 6-second ads recreated with the help of long video ads can increase users' favorability towards the target brand by 10%, while personalized ads, the "darling" of the advertising market, only increased brand favorability by 8%.

Therefore, sellers can also flexibly use the long video advertising content at hand to re-edit it, and then deliver it to social media platforms such as Snapchat in a targeted manner .

If you want to create a better viewing experience , sellers can also use the vertical video conversion tool previously released by Snapchat Publisher to convert it to a vertical format.

A research report released by Snapchat in December last year pointed out that the promotional effectiveness of 6-second ads is comparable to that of longer videos, and is slightly better than long video ads in driving purchase conversions. However, long video ads are still slightly better than 6-second ads in terms of search intent and brand favorability.

However, with the further popularization of short video content on Snapchat, Instagram and TikTok platforms, consumers' acceptance of 6-second ads will be further improved. Moreover, this influence is not limited to young consumer groups. Consumers of all ages have gradually accepted the form of short video content. Therefore, 6-second ads will show greater development potential in the future. Sellers can try to add them to their video marketing portfolio.

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