Brands are chasing the wrong kind of attention – AdNews

Credit: Snapchat Impressions are not the same as attention. That was the message from Snapchat at a recent Snap Champions session at Snap HQ, where the platform told agency professionals that platforms built for scrolling are producing a sea of sameness and running out of road with younger audiences. Recent data from Fujifilm’s latest Forecast Trends Report revealed 53% of Australians now scroll on their devices out of habit rather than genuine interest, with nearly half saying they retain very little of what they consume. Snapchat’s argument is that brands chasing reach on those platforms are increasingly buying impressions without engagement. Snapchat’s Senior Creative Strategist for Australia and New Zealand, Jess Gilliland, said the platform is built around the opposite behaviour to a typical feed. “Snapchat really is a lean-in platform,” she said. The app opens directly to the camera, content disappears rather than accumulates, and sharing defaults to private rather than public. The average Australian user opens the app 40 times a day – not to broadcast, but to connect with friends and family. That depth of habitual engagement is what Snapchat says sets the stage for its attention formula, built across four key product areas: Chat, Camera, Content
Read More