73. How can brands make the most of Snapchat?

We know from Kantar’s COVID-19 Barometer that social media usage grew during the 2020 lockdowns. But what changes did Snapchat see? We speak to Andy Pang, Head of International Measurement & Insights at Snap Inc., about media consumption habits and the demographics of the Snapchat user base. Andy also discusses how advertisers are using the platform, and the innovative augmented reality ad formats that help them grab attention… and even convert shoppers. Finally, we delve into a study Kantar did with Snap, looking at attention and brand loyalty amongst Snapchat users. Are young people skipping ads and missing the message? And what does the future of Snapchat content mean for brand partners?

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