Snapchat’s Latest Research Is Out: 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?

In order to answer this question, the "burn after reading" social software Snapchat 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 advertisements. Below are the key findings of the study:

Snapchat’s immersive ads perform better regardless of length

Snapchat said that regardless of whether the short video ad is 6 seconds or 15 seconds long, full-screen vertical ads on the platform perform better than 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 advertising effect and conversion rate.

Of course, the quality of the advertisement itself is also a factor that cannot be ignored, but the 6-second advertisement itself is short enough, which reduces the interference factors for users when watching the advertisement and well adapts to the user's information consumption habits.

The overall performance of 6-second ads is better, 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 promotion and conversion effects among user groups between the ages of 16-34 and 35-44.

But when new products are released or new brands are launched, 15-second video ads are more effective.

Snapchat said that among the tested ads, longer ads promoting new products can help to achieve greater promotional effects on Snapchat and convey more product details. Therefore, sellers can consider adding the option of longer videos to their advertising mix when promoting new products.

Edited versions of long-form video ads are 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%, and the " "Beloved" personalized advertising only increased the brand's favorability by 8%.

Therefore, sellers can also flexibly use the long video advertising content on hand to re-edit it, and then place it on 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 equivalent to that of longer videos, and the conversion effect in driving purchases is slightly higher than that of long video ads, while long video ads are still more effective in search intent and In terms of brand favorability, it is slightly better than 6-second ads.

However, with the further popularity of short video content on the platforms of Snapchat, Instagram and TikTok, consumers’ acceptance of 6-second advertisements will also be further improved, and this impact is not limited to young consumer groups. Nowadays, consumers of all ages Consumers have gradually accepted the form of short video content, so 6-second ads will show greater development potential in the future, and sellers can try to add them to their video marketing mix.