According to Snapchat, it's the largest social media platform that users link to happiness and a positive experience, which makes it the best place for brands to connect with consumers in a more positive space.

This is based on two new studies conducted by Mindshare and Alter Agents in coordination with Snap, that analyzed how various social media fulfill different consumer needs as well as what consumer feel when using social apps.

It's based on a survey conducted with over 28,000 adults and additional analysis conducted by the NeuroLab team of Mindshare that dug deeper into people's "unconscious preferences" and emotional associations and perceptions of different platforms.

Snap says:

"Mindshare's NeuroLab revealed the unique strengths of each platform for delivering against "need states". Here, Snapchat emerged as a top platform associated with Joy compared to other platforms. Rating for the need state of "joy" was very high for Snapchat. Curious because one thinks about how people use the app to engage with friends: Snap is not further aligned with "belong" and "connect".

Mindshare conducted implicit association tests on how people responded when using other apps, to unearth the depth of user engagement.
"Snapchatters genuinely find happiness in using the platform as it empowers them to express their true self to their closest friends and family. Through neuroscience, we observed that engagement with Snapchat content far outweighs that of other social media applications."
I would observe that the sample size here was only 60 Snapchat users were included in the study. However, this aside, I feel there are some telling signs within the data that suggest Snap is offering a more engaging, fun in-app experience.

Snap, however, also points out that earlier studies show that 82% of Snapchat users consider the application to bring them closer to friends and family, with 81% feeling "freer of judgment" via the service than on other media.

Which, of course, also extends to brand promotions:

Ads on Snapchat elicit 1.6 times higher engagement, which left users feeling more positively toward ads on the platform. The impact of such positive emotions even influences how the users and their perception towards their favorite brands may change on Snapchat. Brands are viewed as more relatable and relatively less dated, and the ads on Snapchat are considered 1.2 times more positive and 1.3 times more playful than others on other social apps.
Snap states that such results demonstrate that even though it doesn't have the same scale and size as others, it can be far more valuable for your promotions because of the emotional state in which its users receive your brand messaging.
"Brands that take notice and embrace the emotive role of Snapchat can therefore create authentic and engaging campaigns for Snapchatters in a secure space and possibly lead to more brand recommendations, stronger intention to purchase, and more familiarity and state-of-the-artness with brands."

Essentially, the app is providing a fertile ground for brand promotions through stronger engagement and positivity signals that could increase the value of Snap ads to the right brands and campaigns.

Some interesting notes that could change how you view Snap for your promotions.