Today, how we communicate keeps changing. Phone calls and text messages no longer dominate our conversations. Instead, people connect through visual, expressive, and more personal ways. For brands, recognizing this change is key. Understanding new habits helps brands build stronger, more relevant connections.
Takeaways 🚀
✅Visual communication drives engagement.
✅Consumers welcome direct brand messages.
✅Sponsored Snaps boost brand metrics.
✅Authenticity strengthens creator partnerships.
✅Purposeful messaging ensures better results.
Snapchat teamed up with the Media Trials program to explore this trend. They studied over 12,800 participants from major global markets. The findings show that visual, one-to-one (1:1) communication—like Sponsored Snaps—help increase brand performance in real, measurable ways.
The Rise of Visual Communication
Our idea of a “conversation” has grown. Now, 90% of people see sharing videos, voice notes, or social media replies as real conversations. This shift isn’t just a small change; it’s a new behavior.
Today, text alone often falls short. Digital chats feel richer and more exciting when we mix in visuals. The research found:
- 96% of users use emojis at least sometimes.
- 87% use stickers and GIFs to show emotion.
- Over half said they use images, video, or AI-driven tools more often now than several years ago.
People use these visual elements most with close friends and family. This trend makes their inner-circle chats feel warmer and more personal. For brands, the challenge is clear: to take part in this space, they need to use the same visual language.
Are Consumers Open to Brand DMs?
Many businesses worry about intruding when using direct messages (DMs). Private chats feel personal. Yet, the data shows many consumers welcome brand contact in these spaces.
The numbers are strong. Of those surveyed, 94% said they are open to messages from brands—via email, SMS, or DMs. For DMs alone, openness ranges from 77% to 86% by market.
Openness often leads to positive feelings. When brands use 1:1 channels the right way, opinions improve. 65% of people said they felt better about brands that messaged them directly. They used words like:
- Innovative
- Friendly
- Trustworthy
- Likable
These results mean brands face less resistance and can make a positive impact—if they get the tone and timing right.
The Impact of Sponsored Snaps
Snapchat and the Media Trials program tested “Sponsored Snaps,” which let brands send full-screen vertical videos right to users’ chat inboxes.
The results speak for themselves. These direct, visual messages boost brand performance across the marketing funnel.
Visibility and Engagement
Sponsored Snaps stand out. 93% of users noticed them. 59% opened the snaps without any prompt. 20% came back to them again later. That level of engagement is high, especially in today’s crowded digital world.
Key Performance Indicators (KPIs)
Sponsored Snaps increased brand metrics:
- Brand Favorability: up by 9 points
- Search Intent: up by 8 points
- Brand Consideration: up by 11 points
- Purchase Intent: up by 5 points
The Multi-Touch Effect
This format works well with other video campaigns. When brands paired Sponsored Snaps with Snapchat video ads, search intent and feelings of friendliness got a lift. Combining Sponsored Snaps with video ads on different platforms boosted favorability by 11 points and purchase intent by 6 points. The bottom line: 1:1 dialogue multiplies the effects of broader campaigns.
Best Practices for Brand Dialogue
Taking advantage of this opportunity means following some clear best practices. The “Conversation Advantage” doesn’t mean sending random messages. It’s about making each message count.
1. Intent and Timing Matter
Messages need a clear purpose. 77% of people prefer when brands DM with intent—for example, sharing timely info or reaching out when a consumer is showing interest. Random messaging usually doesn’t work.
2. Tailor the Tone
Not all messages are equal. The study found that tone affects results.
- Curiosity-driven captions (asking a question) encouraged a 7-point lift in search intent.
- Brand-forward captions (sharing a slogan or strong brand voice) brought a 17-point lift in brand consideration.
These types of captions outperformed emotional tones alone. People want messages that are clear and engaging.
3. Authenticity in Partnerships
Brands can also connect through creators. 84% of people are open to hearing from creators, but authenticity is a must. Consumers want creators to sound natural and be clear about paid partnerships. Interestingly, people are 21% more likely to trust a message from a creator than straight from a brand.
Personalized, visual chats are shaping the future of communication. As people turn away from plain text and embrace dynamic, expressive messaging, brands need to adapt. The Media Trials data shows consumers are open and eager for this. When brands use 1:1 channels like Sponsored Snaps and follow best practices, they can boost favorability, consideration, and purchase intent. In short, joining these conversations helps brands stand out and win consumer trust.
