Niri Brusa

Editorial project manager – CWT Advertising & Co’m

With the health crisis, Internet users have become even more connected, especially through their mobile devices, especially their social networks, to have fun and stay in touch with the outside world since 2020. Have these behaviors fundamentally changed the way people interact with them? mobile applications?

What is the impact of video content on our behavior?

Habitual behaviors can become ingrained and the emotional resonance of these activities can make them key processes in developing a digital marketing strategy. So how involved are we with mobile video content and what impact does that have on our behavior?

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To have a little more perspective on the subject, Snapchat carried out a study. Its objective: to identify the emotional impact of viewing videos on mobile applications throughout the pandemic.

Snapchat elicits high emotional engagement

This study was based on a 15-minute online survey of 1,000 Gen Zers and Millennials (13 to 34 years old) on their mobile video behaviors and their change due to the pandemic.

On the other hand, 35 Gen Z and Millennials have watched mobile video content. Neuroscientific measurements were collected using an approach developed by Immersion using heart variability to measure a person’s emotional response to certain content. It is a more in-depth measure of an individual’s engagement with the content and the format in which it is presented.

The results show that Snapchat, in particular, elicits high emotional engagement. Its advertising content even achieves above-average engagement levels. Higher immersion improves the likelihood of ad recall and subsequent action, which is important to note when defining your social media strategy for 2021.

Source: Snapchat