Three years ago, Snapchat took social media by storm.
The thought of sending pictures and text that would “disappear” after only seconds of viewing appealed to tech addicts but raised some questions about privacy.
However, that didn’t stop brands from looking into the possibility of Snapchat helping give them a leg up on the competition, despite its ne’er-do-well intrigue. Now, an interesting study from Business Insider proves that the ballyhoo may have been a smoke screen for the app’s true (hidden) purpose: brand equity.
As we all know, “brands stand to gain a lasting advantage from adopting emerging social media early”. That is what got the publication interested in Snapchat, and the results are eye-opening in terms of reaching younger and (slightly) older Millennials.
You might want to share these numbers with that prospective client to show off your social know-how:
- Engagement: Two-fifths of 18-year-olds in the U.S. use it “multiple times daily” to communicate with family and friends, according to a survey published earlier this year. That’s a higher proportion than those saying they use voice calls multiple times daily.
- Sharing: Snapchat Stories (aka paid ads) increased 100% over the past two months. Stories are now getting 1 billion views daily, while 760 million disappearing photos and videos are sent daily.
- Demographic: Snapchat is powerful in part because of its unique demographics. Snapchat’s users are mostly females between the ages of 13 and 25 (according to press reports).
So, does this change your mind on Snapchat, or did it need changing in the first place?