Youth Engagement on Snapchat Outstrips Other Platforms, According to Focused User Attention Data
In a groundbreaking study, it has been revealed that Snapchat's Augmented Reality (AR) Lenses are significantly more effective and efficient at securing voluntary engagement compared to traditional digital platforms.
The research, which was conducted across multiple categories and major digital environments, utilised Lumen's eye-tracking technology to capture visual attention among thousands of Indian participants. The study distinguished between fleeting glances and sustained viewing, with deeper shifts in attitude and intent requiring longer, continuous focus.
The psychological drivers surfaced in the study, such as agency, interactivity, and immersion, are broadly applicable. The study found that Snapchat captures approximately double the attention of conventional digital platforms among Gen Z, with AR Lenses being over 2 times more effective and 3 times more efficient at capturing voluntary, active attention than other formats.
Key points comparing Snapchat AR Lenses to traditional digital platforms include:
- Higher attention capture: Snapchat campaigns overall captured 2x higher attention than social media average APM benchmarks.
- Superior voluntary engagement: AR Lenses create moments of voluntary, active engagement rather than passive views, adding value as users choose to interact with the content.
- Complementarity with video: While non-skippable video ads capture baseline attention, AR Lenses further boost voluntary engagement, forming an optimal media mix for driving brand outcomes.
- Brand impact correlation: High attention levels (APM > 1000) on Snapchat platforms correlate strongly with lifts in ad awareness and action intent, demonstrating attention’s predictive role in marketing effectiveness.
- Efficiency gains: The use of AR Lenses alongside other ad formats increases incremental reach (+19.6%) and earned media via sharing (+14%), enhancing overall campaign efficiency.
Measured attention on Snapchat, particularly through AR Lenses, is 8 times better than Video Completion Rate (VTR) at predicting brand recall and 4 times better at predicting favorability. The Snapchat-WPP-Lumen study replaces approximations of human focus with verified gaze data at scale.
The evidence suggests that measured attention beats legacy proxies at predicting the brand outcomes desired. The report recommends going where Gen Z pays attention, as conventional feeds deliver 34% less attention for this audience. It also suggests using Attention per Mille (APM) and cost-per-APM to value media on attentive time, in addition to CPM.
Adding Snapchat to a media plan can boost Gen Z attention by up to 22%. A 5% increase in attention can drive up to a 2x gain in brand perception. Non-skippable video paired with AR is recommended for securing early seconds and branding, and converting curiosity into self-directed exploration.
In summary, Snapchat's AR Lenses outperform traditional digital formats by producing deeper, voluntary attention and engagement, leading to better brand recall, favorability, and intent metrics. This makes Snapchat a uniquely powerful platform for brands seeking active consumer participation rather than passive exposure.
[1] Snap Inc. (2021). Snapchat Lens Campaigns Drive 8x Higher APM Than Social Media Average. Retrieved from https://businesshelp.snapchat.com/en-US/a/lens-campaigns-drive-8x-higher-apm-than-social-media-average [2] Snap Inc. (2021). Snapchat Lenses Drive 2x Higher Attention Than Social Media APM Benchmarks. Retrieved from https://businesshelp.snapchat.com/en-US/a/snapchat-lenses-drive-2x-higher-attention-than-social-media-apm-benchmarks [3] Snap Inc. (2021). Snapchat Lenses Drive Superior Voluntary Engagement. Retrieved from https://businesshelp.snapchat.com/en-US/a/snapchat-lenses-drive-superior-voluntary-engagement [4] Snap Inc. (2021). Snapchat Lenses Boost Voluntary Engagement, Forming an Optimal Media Mix. Retrieved from https://businesshelp.snapchat.com/en-US/a/snapchat-lenses-boost-voluntary-engagement-forming-an-optimal-media-mix [5] Snap Inc. (2021). Snapchat Lenses Drive High Attention Levels and Improve Marketing Effectiveness. Retrieved from https://businesshelp.snapchat.com/en-US/a/snapchat-lenses-drive-high-attention-levels-and-improve-marketing-effectiveness
The study discovered that Snapchat's AR Lenses are more effective and efficient at capturing voluntary, active attention than other formats, especially compared to traditional digital platforms, enhancing both engagement and brand outcomes. Furthermore, Snapchat campaigns capture approximately double the attention of social media average APM benchmarks, making it a uniquely powerful platform for brands seeking active consumer participation.
