The news: A new Snapchat report is highlighting the platform’s potential as an influencer marketing destination.

• 57% of Snapchat users follow creators on the platform for a view into their daily life; 63% said they feel a personal connection with creators.
• Snapchatters are 66% more likely to feel excited about a brand when brand-sponsored creator content feels authentic and 29% more likely to get interested in the brand’s other product offerings, per an Alter Agents study commissioned by Snap.
• Snapchat creator ads are played 25% longer than standard branding ads and drive 16% more active attention, according to eye square data commissioned by Snap.

Snapchat attributes strong results to the app’s ability to foster daily communication habits and close relationships with a select inner circle rather than a mass audience.