Key Takeaways: How Snapchat Creators Build Brand Trust & Drive Commerce

In the ever-evolving creator economy, brands are constantly searching for ways to build trust and drive tangible business outcomes. In our latest webinar, industry experts, Kara Louis, Head of Global Agency Research at Snap, and Addi McCauley, Head of Client Solutions at Creo, explored the impact of creator-driven content on brand perception and consumer behavior. Backed by insights and data-driven research, the discussion highlighted Snapchat’s unique role in fostering authentic connections between creators and their audiences.

The Power of Creators Across the Funnel

One of the biggest shifts in the creator economy is the ability of influencers to collapse the traditional marketing funnel. Rather than serving as an awareness-only play, creators now drive action at every stage—from discovery to purchase.

Kara from Snapchat emphasized that while there’s extensive research on creators driving awareness, there has been little data proving their ability to drive commerce—until now. Snapchat partnered with measurement vendor Eyesquare to conduct a study tracking consumer responses to creator-led ads versus traditional product ads. The findings were striking:

• The Brand Halo Effect: When consumers saw a creator ad followed by a brand ad, the brand was perceived as more trustworthy and influential than if the consumer had only seen traditional product ads. This shows that aligning with well-liked creators transfers positive sentiment to brands.
• Real Commerce Outcomes: Creator-led ads led to a significant increase in page views and purchases on major eCommerce sites like Amazon and Walmart.
• Snapchat’s Unique Advantage: These effects were even more pronounced on Snapchat. The platform’s emphasis on authenticity makes creators feel more like trusted friends, leading to higher brand engagement and stronger purchase intent

Authenticity: The Key to Influence

One of the recurring themes throughout the discussion was the authenticity of creators on Snapchat. Unlike other platforms where content is polished, scripted, or highly edited, Snapchat’s design encourages raw, real-time storytelling.

“Each social platform brings out a different side of creators. Instagram highlights their most polished selves, TikTok captures their trendiest selves and YouTube usually showcases highly edited content. But on Snapchat, creators appear to be their most authentic, relatable, and trustworthy selves.” – Kara Louis, Head of Global Agency Research at Snap Inc.

This distinction plays a critical role in consumer trust and purchase behavior. A creator’s recommendation on Snapchat feels less like an ad and more like a friend’s suggestion—an element that drives meaningful conversions.

Best Practices for Brands

So, how can brands leverage this authenticity to drive commerce? Our panelists shared key takeaways:

• Embrace Creator-Led Strategies: Instead of simply running traditional ads, integrate creators into your marketing approach to maximize trust and engagement.
• Leverage Shoppable Features: Make it easy for consumers to act on creator recommendations by linking directly to product pages or integrating shopping experiences into the content.
• Optimize Content Across Platforms: While Snapchat may be the most authentic platform for creators, brands can extend the reach of creator content by repurposing it for other digital channels.

The Future of Creator Commerce

As influencer marketing continues to evolve, the role of creators in driving commerce is becoming undeniable. The data from Snapchat’s research reinforces what many marketers have suspected: creators are not just brand storytellers; they are key drivers of measurable business outcomes.

To dive deeper into the insights shared during this discussion, check out the full webinar replay here.

About Captiv8

Captiv8 is the leading influencer marketing platform that empowers brands to connect with consumers through authentic creator partnerships. By leveraging cutting-edge technology and data-driven insights, Captiv8 helps brands drive engagement, loyalty, and sales in the ever-evolving social landscape. Rated the #1 Best Influencer Marketing Platform by the Influencer Marketing Awards, Captiv8 is also the enterprise marketer’s choice influencer tool. Captiv8 is ranked #1 influencer marketing software for Enterprise Marketers, and #1 best overall influencer marketing platform by G2. Are you ready to harness the power of Snapchat creators for your brand? Let’s chat!