Wavo Labs: This series shares the results of our music marketing experiments and how they inform artist media strategy.

What We Tested

In this test, we created a new psychometric ‘Lifestyle’ audience on Snapchat and compared its performance against our standard prospecting and custom audiences.

Users qualify into ‘Lifestyle’ audiences based on their interactions with interests which have an affinity for a specific genre. For Instance: Snapchat’s ‘Clubbers and Party People’ audience qualifies into our EDM ‘Lifestyle’ audience.

The Results

• Lifestyle Audiences were efficient at driving views and featured a lower CPV cost in contrast to prospecting and custom audiences.

• Lifestyle audiences serve impressions at a high rate, being on par or more cost effective compared to our standard audiences.

• Lifestyle audiences also achieved amongst our strongest View Rates and Swipe Up Rates, suggesting that they are reaching interested users.

• For more on Snapchat Swipe Ups, see our previous Wavo Labs on Linkfire Click-Through Rates.

The Takeaway

This new audience will be included in Snapchat campaigns’ targeting strategies as a way to increase reach, engagement, and views towards artists’ content.

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