Regarding the future of overseas brands in 2022, we need to talk about young people on Snapchat

What is the magic of Snapchat that continues to attract Generation Z and Millennials from all over the world to gather here? The "2022 Snapchat Global User Report" was officially released this month, starting from user behavior, briefly analyzing the "inner world" and "external behavior" of Snapchatters.

Through a survey of nearly 19,000 users in 16 countries and regions around the world , the "2022 Snapchat Global User Report" found that this group of "young new forces" has a strong consumption power of 4.4 trillion US dollars. They are a generation that actively practices their own values, advocates more creative and inclusive ways of expression, yearns for the immersive social and shopping experience brought by AR, and is eager to have in-depth interactions with relatives, friends, brands and the world. Their behavior patterns are quietly changing the future of social and lifestyles.

How to attract young new forces and do something different when going global

When talking about young new forces, what keywords can you think of?

They are sincere to the world, explore and embrace their true selves, are creative and look forward to creating deeper meaning in communication, are willing to try interactive tools and enjoy immersive experiences, love to be lively and like to create "our" collective happiness. This is the young new force in the "2022 Snapchat Global User Report" and also the new consumer force in overseas markets.

So, how can overseas brands "get along" with young new forces ? If new tricks are to win the hearts of new forces, the "2022 Snapchat Global User Report" will provide some unique new perspectives.

First of all, brands can only successfully "connect" with young new forces by finding the right social marketing platform . 72% of Snapchatters said that a positive and energetic online environment is very important to them. From the stress-free social environment of "burning after reading" to the avant-garde trend of "AR filters", Snapchat provides users with the free, open and creative social space they yearn for, thus becoming the preferred platform for overseas Z generation and millennials to use for content creation and life sharing. Today, 93% of users are accustomed to capturing and sharing every interesting moment in life at any time through Snapchat, such as a reunion, a shopping trip, or a novel entertainment experience.

Secondly, use "skill release" to join the new forces in the way of new forces. Brands should accept the diverse characteristics and interesting personalities of Snapchatters and show their brand image and value in an appropriate way. Faced with their "brain holes", creating easy and interesting communication between brands is far better than carefully beautified visual materials. The "2022 Snapcha t Global User Report" mentioned that the younger generation is embracing an immersive life experience. Most ( 3/5) Snapchatters like to use visual communication methods to build more personalized connections. The camera is their favorite way to create content. 97% of respondents have used pictures/videos to communicate when sending messages to friends. The personalized experience of AR is sought after by more than half (60%) of users. 93% of Snapchatters said that compared with other print marketing, AR marketing makes them more interested in products and more willing to consume.

Brands should actively use interactive tools, demonstrate brand empathy and tolerance through the use of cameras and AR technology, provide consumers with a creative interactive space full of possibilities and imagination, and "play" with them, so as to enter the hearts of Snapchatters. By empowering the camera, Snapchat has created a unique AR filter marketing based on the original camera advertising. AR filters interact immersively with users, and subtly produce consumption influences in interactive play.

Try on new Prada & HOKA products online

Finally, establish long-term "emotional ties", establish a brand image, and create an exclusive high-stickiness user traffic pool. The continuation of the epidemic has increased the physical distance between people, and intimate relationships have become more precious. This has made Snapchatters pay more attention to interpersonal relationships than ever before, and has also affected the marketing methods of brands. In the "2022 Snapchat Global User Report", 70% of Snapchatters are willing to interact with brands, and 50% of them think it is important to establish connections with brands. Overseas brands need to build emotional connections with them through multiple methods such as AR, social, video, and community. The reason why Public Profile has been well received by many overseas brands is that it can establish a connection port between brands and Snapchatters, where brands can reach more target audiences and establish deep emotional connections with fans for loyalty, cultivating brand user stickiness.

In addition, after going through the era of "buy, buy, buy", the younger generation prefers to share their shopping experience after consumption, and Snapchat has become the preferred platform for overseas young new forces to share their favorite products and treasures. More than 50% of Snapchatters share "grass-planting" brand products with friends and relatives through social networking; Snapchatters are also 1.3 times more likely to use the same product under the recommendation of experts or Internet celebrities.

The future of brand social marketing, how much imagination will AR give us

As digital natives, Snapchatters are more open and accepting of AR technology, enjoying the surreal experience that AR brings to every aspect of life. In life, they use AR to enjoy the fun brought by games and entertainment, and are also good at using AR to learn new skills for self-improvement. Especially in the shopping process, AR stimulates the consumption nerves of young new forces with its practical functions and scenes.

With the support of AR filters, brand owners can create customized consumer experiences for Snapchatters. For Snapchatters, "cloud shopping" and online try-ons are no longer unfamiliar and are very popular. AR puts consumers at the center of the shopping experience, allowing Snapchatters to interact with brands directly in the AR lens. The "2022 Snapchat Global User Report" shows that 88% of Snapchatters are interested in AR try-ons and try-ons, and they believe that this method can instantly activate their desire to buy. After trying AR filters, users have a 1.6 times higher order rate for products, and brands that provide AR filter experiences have an order rate that is 1.5 times higher than other brands.

Sportswear brand Sweat collaborated with Snapchat to create an exclusive Body-Tracking AR filter that simulates the AR body tracking lens of Sweat's fitness program, allowing users to receive professional fitness guidance at home. This perfectly follows the AR marketing path of "experience + purchase" and achieved an 83% increase in purchases.

Sweat's new AR shopping body-tracking camera

In addition, Snapchatters have been seeking fun social experiences in shopping, from focusing on "my" personal gains to gradually tending to create collective happiness. Brand owners may also try the new interconnected business method of Snap camera + community, which may bring magical "magic effect" to brand user stickiness and loyal user conversion.

Conclusion

Contemporary young people have grown up. As their spending power increases, they are also actively looking for their own values ​​and looking forward to an inclusive, fun and colorful world. AR is their emphasis on expressing their future social and lifestyle. Snapchat will continue to delve into the field of AR and camera marketing, constantly explore breakthroughs from technology to gameplay, and continue to deeply influence the lives and social habits of young new forces.

Snapchat

Overseas Brands