Daniel Marks says, “Different channels have different user intents. On one end of the funnel are channels like Facebook and Snapchat that are great fillers of the empty space in our lives. This makes them well-suited for top-of-funnel brand advertising because you aren’t looking for something specific and are therefore more receptive to brand messaging (though you can certainly use Facebook for direct marketing purposes).

BuzzFeed, for example, has done a great job of tailoring their Snapchat content to the intent of the channel — it’s about immediate gratification, not driving off-channel behaviors”.

Context is King: A Million Examples of Creative Ad Campaigns Getting it Right

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