B2B buyers consume content across multiple platforms at all hours of the day. A rigid, single-channel strategy simply falls short of reaching these buyers. To that end, a new social media platform is risiing in importance for B2B marketers to reach buyers: Snapchat.
Recent data from the GWI B2B Research Study highlights a clear shift in buyer behavior. The survey of over 2,200 professionals aged 18-45 was divided into three categories: business decision-makers, entrepreneurs, and small- to medium-sized business owners. Snapchat officials said the research revealed a high-value audience that isn’t just scrolling; they are building businesses, managing budgets, and looking for inspiration for their next professional tool. For example, Snapchat users are 1.5 times more likely to hold executive management positions compared to non-users.
The survey found these users prefer creating their own career paths rather than following traditional corporate ladders as they are twice as likely to run or launch a side business compared to non-users. Among SMB owners on the app, freelance consulting and e-commerce rank as the most popular business categories.
Social Media, AI Impact
Social media and artificial intelligence (AI) continuously shape how these professionals work. For Snapchat users, social platforms serve as their primary source of inspiration for discovering new business solutions as AI transforms how they optimize their daily workflows and execute actionable strategies.
Six in ten Snapchat users believe the platform could do even more to help small businesses grow. Entrepreneurs specifically demand startup stories and direct advice from industry experts and CEOs.
What Content Engages Snapchat Users
B2B marketers can leverage this less corporate, highly-authentic environment to drive real business action using expert-led narratives and unique ad placements to connect with professionals. By delivering rich experiences, respondents said they were likely to trust a brand.
Among other key findings of the report were:
- Popular business categories: Among SMB owners on Snapchat, e-commerce/online retail and freelance/consulting are the most popular business categories.
- Receptive to creator-led content: Daily Snapchatters are eager to see content from creators, experts, and CEOs, making them highly receptive to advertising in this space.
The report concludes that B2B markets should start crafting dynamic, creator-led campaigns on Snapchat to capture this influential audience in their campaigns to accelerate revenue generation and drive business growth year-round.
