Taste Radio Studio Interview with Bianca Jeanty of Snap Inc.

Speaker 1 Ray latif - [00:27] We're here at Bevnet Live NYC 2026 and in the Taste Radio studio interviewing some of the most amazing folks who are attending this year's event. That includes our first guest, Bianca Jeanty, who is a client partner for strategic brand partnerships for Snapchat. Amazing. How are you?

Speaker 2 Bianca Jeanty - [00:46] I'm doing great. How are you? Thanks

Speaker 1 [00:47] for having me. I'm doing fantastic. How's your Bevnet Live going?

Speaker 2 [00:50] Oh, it's amazing. I feel like I've tasted every beverage possible. I've met so many amazing people within. The 1st 30 minutes of me getting here, the sessions have been high impact, and I'm grateful to be here. I'm really excited to even see more. We

Speaker 1 [01:02] need a clip of that for our marketing team, so I think we're gonna clip that right away. Have you been snapping throughout the event? Yes,

Speaker 2 [01:08] I have. I have actually snapped you. You were on my snap. Um, the stage has been over on my snaps, all the great beverages we saw Culture pop, we saw a trip, we saw. Uh, Eco Bean, I believe that I met just within the first hour, so yeah, I've been snapping away and, and everyone's been watching along. OK,

Speaker 1 [01:25] I am certain. That 99% of our audience knows what Snapchat is. For the 1% who don't, what is Snapchat?

Speaker 2 [01:32] For the 1% that's been living under a rock, just kidding, um, Snapchat, we are a social media platform that has been around for nearly, we're going on about 15 years. We are one of the most, we are probably one of the only Snapchat platform, the social media platforms still left, true native to that. When you think about Snapchat, it is called Snapchat, not Snap scroll, right? It is, it is. Really created for engagement, it's created for connection. Family and friends are connecting on there. We dominate Gen Z. We dominate millennials, but also, even though we have nearly 94043 million users globally, 35, 35 plus is our fastest growing segment. So there's a shift happening within our audience, and we're here at Bevnet Live to let them know that there's the opportunity to find your next 10,000 customers with us.

Speaker 1 [02:16] Amazing. So clearly Snapchat is a great platform. for awareness, um, you know, and beverage brands that are here want to use the platform to create and drive real measurable business outcomes, but you know what is the biggest benefit? What is the biggest upside to working with Snapchat as a beverage brand? Is it retail sales? Is it e-commerce conversion? Is it just general awareness? We

Speaker 2 [02:37] have, so the thing about Snapchat I think is really interesting is I think it may be beneficial for us to talk about where Snapchat is in the larger social media ecosystem. So when we think about Snapchat, we think about Instagram or Meta that is like your final product that is your polished, uh, photo album when you think about let's say like a TikTok, that is like your development. Snapchat is raw data behind the scenes, authentic views only. So when we think about where do you actually wanna position yourself as a brand over within that ecosystem, we wanna understand your values, we wanna understand your story, we want to understand what is it that you actually represent. We have a full funnel opportunities across all of our platforms. So to your point, the awareness piece for Snap is a little bit outdated. However, we've seen some of our customers see anywhere from on our dynamic product ads that are focused primarily on conversions, see anywhere from 318% increases on their purchases on their dotcom websites. That's for a beverage brand that started out and wanted to focus on their UGC content. They want to focus on making sure that they. Wilded in on the story of convenience without compromise for a coffee, and they dominated and saw that over on a 7 click Zero. Now on the retail side that was on dot com, on the retail side we are partnering with a lot of our ecosystem partners like Pir Commerce to be able to answer the question, what happens after I advertise over on paid media and when it gets to the shelf? And so we're helping close that gap by being able to showcase if you're at Kroger's, if you're at Publix, if you're at Whole Foods, we're able to showcase. To you a lower cost cost per click, um, over with some of our platforms that are integrated into our ad format so there's opportunities for e-commerce even if you're on Amazon and also if you're looking to focus on the shelves as well too.

Speaker 1 [04:18] Obviously the content of what people are trying to get out there matters a ton. What really separates brands that perform really well on Snapchat versus those that are struggling to gain traction on the platform?

Speaker 2 [04:29] Oh my goodness, I think that. I wanna give a philosophy first and then talk about Snapchat. When we think about social media just in general, you have to respect the culture of the platform. So when we think about what does success look like over on a platform like Snapchat, Snapchat, we value authenticity, we value community, and user generated content is one of the things that is able to deliver on that. So the creative number 1 is being able to showcase even a 7 2nd clip of you doing your. Your morning routine with whether that is a super greens um uh drink or that's with your coffee, even that quick 7 seconds allows for people to resonate with you in a way that you wouldn't be able to do that if you're in a perfect high uh production environment for content creators. The second piece of it is measurement. You need to be able to measure your efforts, especially if you're testing on a platform like Snap. Historically, when we think about Snap, we may not show necessarily. Up over on last click, but we drive incrementality. So the brands that are really setting themselves up measure for incrementality, row as, and they also measure for revenue, and they see that the impact. Snapchatters are buyers. We may take a little bit of, we, we look at it and then we evaluate, but we buy. So I think that when you think about your creative, think about your measurement, and then you also think about a larger strategy that's rooted in patience, you're gonna win over on our platform.

Speaker 1 [05:46] Use the word authenticity, which is a word that gets used a lot in CPG, um, but what does it mean to deliver an authentic piece of content? What really gets people to believe that the content that they're seeing is true to what they need in their lives? So, I mean, creating that connection between brand, ad, and consumer or, or viewer. I think sometimes there's a lot of challenges that brands see in that dynamic. So what really defines authenticity in your eyes and for Snap and what is really getting people connected to brands on the platform?

Speaker 2 [06:23] Yeah, so that's a great question. When we think about the Snapchat audience, I think a lot of us, a lot of people know Snapchat for being a younger application. We definitely dominate over on Gen Z. We dominate over on millennials, but as I mentioned, 35+ is some of our. Fastest growing segment, so our audience at large is essentially just growing up and evolving. So our identity and when we think about identity is actually evolving with that, that means when you're creating your content, you really need to think about what is a day in the life of the person that identity that I'm looking to speak to. Let's talk about Gen Z because I know that that is a huge segment. However, Gen Z is a community, they have a point of view they have values they they when they think about authenticity. They want you to just keep it real, right? They want to align with companies that actually represent something that's connected over to their identity so with that, if you have that messaging that resonates, what are the problems that are coming up over in their day to day? What are the solutions? What does that look like? What does their morning routine look like? So really being able to actually be within your community and be within the identity of the community that you're actually looking to speak to, that's where you're gonna see authenticity and so when we think. About that on Snap, Snapchat is literally raw behind the scenes. I've snapped at least 10 times today, right? And I haven't had the op and I haven't needed to sit down, edit, and try and make it look perfect. We're all imperfect beings, and I think that that's the thing that people love about Snap is you don't have to be perfect to be successful, to be smart, uh, to be fun, smart, and creative over on the platform.

Speaker 1 [07:51] Yeah, it's so interesting that you say that because I think young. consumers, when I see their content, it's a little rough around the edges. It isn't necessarily perfect. And the stuff that I do see that is overly edited, that seems too glossy, I'm just like, you know, this isn't for me. It feels really fake. Yeah. Yeah. And you were talking about older consumers as well, older users of the platform, 35 and up. What's getting their attention? Why are they using Snap, especially when they've been using or are used to other platforms where we do see some of that glossy content.

Speaker 2 [08:20] Yeah I'm like well I'm a millennial, OK, so I wanna represent for the millennials here um when we think about what's happening with Snap um here's a here's a here's a storyline for you. We think about Snap, um, let's say parents, parents are looking to get in contact with their kids or with some of their family members. Some of their parents are not actually going to get in contact. They're not gonna get a text back fast enough, but they will get a Snapchat fast enough over there so then the parents are actually evolving over onto the platform. They're joining the platform. They're creating family group chats with maybe mothers over within the community with other family members. There's tons of college group chats that have still survived, uh, let's say the pandemic in some capacity. So when we think about what is the evolution, one, it's always gonna be connection, family and friends first. It's still an intimate environment, but it's at scale, and I think that that's the beautiful thing about Snap. So as we're thinking about like what does that the glossy content that we see on our typical platforms. We don't wanna be talked at we wanna be talked with and we wanna be brought in and I think that that's the interesting thing about the audiences over on Snapchat they're gonna engage and they're gonna call you out, but they're also gonna call you in to be a part of their world and their community. So when we see that older generation joining in, they're looking to get that level of connection they're probably looking to find out what's happening over in the younger world anyway, um, as we saw over at the top of the pandemic, um, but then also when we think about content creators that are also coming onto the platform. They're able to create content at a lower barrier than if I had to set up like an entire uh radio studio in order for me to produce that content literally for me I've created content in the past. This has probably been the easiest for me to feel like myself and also feel good that I don't need to be perfect in order for me to show up over on a platform and still be seen.

Speaker 1 [10:04] So clearly brands need to be. On Snapchat.

Speaker 2 [10:06] 3,000%.

Speaker 1 [10:07] 3,000%. Why, why not 4,000%?

Speaker 2 [10:10] I mean we can make it

Speaker 1 [10:10] 5000 5,000%. It definitely needs to be on Snapchat. But for brands that want to engage with Snapchat on a sales level, um, how do they talk to you? How do they get in touch with you?

Speaker 2 [10:19] Oh my goodness, um, first of all, you can reach out to us. Uh, we have myself, also my colleague Zarra. She's here over at Bevnet Live today, so you can find us and talk to us directly. Um, I can share my email, but also I think we're having a happy hour tonight after, uh, Bevnet Live happy hour over in Chelsea at Boca debacco, um, with the pair of commerce team. So if you are a brand that is looking to get over into the retail, um, space, maybe you're looking to close in over on that gap on what's happening with your pay. Media and what happens off of the shelf if you're looking for best practices looking to understand what does my content need to look like, what does my measurement need to look like come meet us over on the floor, but also come meet us over after, uh, after the conference, and we would love to host you

Speaker 1 [10:58] and on LinkedIn as well

Speaker 2 [11:00] and I am on LinkedIn. I'm on all the things on

Speaker 1 [11:04] all the

Speaker 2 [11:04] ends. I'm all the ends, but I'm also on LinkedIn. Bianca Jeanty,

Speaker 1 [11:07] Bianca, thank you so much for taking the time. This has been amazing. I really appreciate it and thanks for coming to Benet Live.