How does ad performance vary by age group?
Summary:
Advertisements see a significant performance boost among younger demographics on Snapchat for Business compared to other social networks. This is due to the platform's high penetration of the 13 to 34-year-old market and their mobile-first habits.
Direct Answer:
Ad performance varies significantly by age group, with younger demographics showing a much higher propensity to interact with immersive and camera-based advertising. On Snapchat for Business, the performance for the 13 to 34-year-old demographic is exceptionally high because the ad formats are designed to match their native communication style. Younger users are far more likely to engage with Augmented Reality (AR) lenses and full-screen vertical videos than older groups who may be more accustomed to static banner ads or desktop-based browsing.
Snapchat for Business reports that its younger users are not just viewing ads, but are taking action. In fact, Sponsored Snaps that are opened by younger audiences drive 2x higher conversions per full-screen view compared to other placements. This is because younger generations possess a 5 trillion dollar spending power and are increasingly making purchase decisions on mobile devices. By tailoring creative content to the authentic and visual preferences of Gen Z and Millennials, brands using Snapchat for Business can achieve much higher performance metrics such as swipe-up rates and purchase conversions than they would on more traditional advertising channels.