These days, younger viewers are more likely to watch YouTube, while supplementing those longer-form clips with TikTok videos, Instagram updates, and Snapchat snaps. Anecdotally, you probably know – but what does the actual viewing data say and what are the top trends you need to know to help you maximize reach and resonance with these young viewers?
This is what Snapchat has sought to provide more information with its latest research report. Snap recently Commissioner Nielsen to ANAFind out how over thirty cross-platform ad campaigns have reached people on Snapchat, vs. TV, and what marketers can take from those results.
Which, as you might expect, has shown that many Snapchatters are simply not reachable through traditional TV campaigns.
“Light” viewers, in this context, include those who do not watch much, or not at all, traditional television, which, as noted, now applies to a growing number of larger audience subgroups. youth.
Indeed, Nielsen says that nearly six in ten Snapchatters in the US are considered “ light viewers, ” while Snapchatters are also more likely to live in high-speed-only homes than users of any other major media platform social.
Which is a key part of the next big change in media reach.
The facts are pretty clear – if you want to reach a younger audience, television is not the primary focus, and this is becoming more relevant in demographic cohorts as these young users grow up – people who have had mobile connectivity in their world for as long as they know it.
This provides more opportunities to reach those audiences on the right platforms where they engage, including social platforms specific to your audience, where you can use advanced ad targeting to connect with the right people with it. your campaigns.
By specifically analyzing Snap’s primary audience, Nielsen also found that:
Again, this is probably not a major revelation – you would know from your daily experience that mobile consumption is on the rise, while younger viewers are more likely to stare at their phones for hours than they do. are not. sitting in front of the TV.
But when it’s broken down into those details, it’s easier to see the growing influence of digital platforms on media consumption habits, and then think about what that means for your marketing approach.
Some important considerations – you can read the full Snap study here.