Media Trials：2025对话优势：以1:1品牌-消费者对话制胜研究报告（英文版）（34页）.pdf

1、The Conversation Advantage Winning with 1:1 Brand-Consumer DialogueTech is rapidly changing how we communicate2People use all kinds of formats to standout online.Brands must embody how people talk online to stay part of real conversationsMEMES(83%)STICKERS&GIFs(87%)VOICE NOTES(83%)EMOJIS(96%)Formats

2、 people are using in conversations these days%Selected“regularly”or“sometimes”Source:The Conversation Advantage,Q4 2025 Social media users n=7,860Q:How often do you use the following formats when talking to people online?Select one for each option 12Our research Conducted in 5 markets:Goals:Uncover

3、what conversations mean today and how they are changingIdentify how brands can adapt and stay part of the conversationUKUSACAKSA3AUSHow we did it 4DIGITAL INTERVIEWSWhatOnline surveys to understand how people communicate online todayWhoNationally representative online panel of social media users Tot

4、al:n=7,860Other markets:Ages 16 44USA:Ages 13 44USA n=1,560United Kingdomn=1,590Canada n=1,586Australia n=1,587Saudi Arabia n=1,537AD EFFECTIVENESSWhatControlled testing using an experimental design survey to measure the impact of brand sponsored chats(also known as Sponsored Snaps on Snapchat)WhoNa

5、tionally representative online panel of social media users Total:n=5,000Ages 16 44USAn=3,000United Kingdom n=2,000The new language of connection:what conversation means todayConversations now happen everywhere,not just calls and texts70%68%66%55%55%47%47%40%32%Talking to someoneon the phoneTalking t

6、o someonein personTexting back andforth in real timeSending a voicemessageParticipating in agroup chatSharing a video orimage with someonein a private chatSending orresponding to anemailReplying to acomment on socialmediaLeaving a comment on someones public social media postWhat people consider a co