While 64 percent of marketers have a Snapchat account, only 67 percent of those accounts are active, according to an extensive new report from research firm L2.
The firm's report tracks 427 brands in categories including fashion, auto, beverages and consumer packaged goods across eight social platforms and details their social activity between January and October 2016. The analysis looks at brands' own pages and advertising on social networks such as Facebook, Instagram, Twitter and Snapchat.
Per the report, 62 brands opened up a Snapchat account between January and October 2016, meaning that 64 percent of marketers have adopted the app. The watches and jewelry category grew the most, adding nine brands in nine months.
Despite the uptick in new accounts, "many brands have struggled to produce content for the platform," the report notes. Unlike all of the other major platforms that encourage brands to create their own content, Snapchat's main pitch for brands has been to pay for ads to run between streams of content created by users and media companies. Per L2, once a brand opens an account, it often goes unused. In January of 2016, 70 percent of brands' accounts were active while only 67 percent were active in October.
Across all brands, active Snapchat marketers in October posted an average of two days per week, sending 25 Snaps per week. That number is up from January, when the average marketer sent 18 Snaps per week. Beauty marketers were the most active group of Snapchat marketers, using the app an average of three times per week to send out 52 Snaps.
L2 also tracked Snapchat ads that run within the Discover section of the app where a handful of publishers create daily content. In January, 23 advertisers ran 161 ads that the firm tracked. Nine of those advertisers contributed to 80 percent of total Discover ads.
In October—after Snapchat launched its API—63 advertisers accounted for 387 ads, with nine advertisers only making up 35 percent of Discover ads. Snapchat's biggest advertisers in October were food, beverage and hair care brands, which made up 25 percent of Discover ads.
Meanwhile, Instagram dominated 92 percent of interactions—which measures likes and comments—for brands compared to Facebook or Twitter.
L2 looked at 390 active brands and 1.4 billion interactions and found that while the image-sharing app only makes up 10 percent of brands' posts, it generated 42 percent of all interactions.
Overall, Instagram's algorithm is in full effect and brands are focusing on posting less than they were a year ago, according to L2's sampling of 395 brands that post weekly content to the app.
In terms of Facebook, 17 percent of posts were promoted during the third quarter of 2016, up from 16 percent in the first quarter. However, the average number of engagements on a sponsored post dropped from 12,016 to 9,731 interactions. Per the report, the dip can be attributed to Facebook hitting its ad-load load limit, which it hinted at during its Q2 2016 earnings.
"Reaching ad load limits means that Facebook's 2017 investments must focus on all aspects of the platform, including better back-end sophistication, targeting capabilities and new ad products that allow the social giant to grow user engagement and increase ad prices," reads the report.
Below is a chart that compares the percentage of Facebook promoted posts by type of advertiser between February and October.
When looking at Facebook Messenger and bots, 81 percent of brands use the messaging service.
The report also has some intriguing stats for video marketers—particularly when comparing Facebook Live, Twitter's Periscope and Snapchat. Between September 2015 and 2016, 13 percent of brands opened a Periscope account while 50 percent of brands opened a Snapchat account.
After making Facebook Live availabe to brands last year, only 1.2 percent of marketers used the app's livestreaming feature in June and 1.9 used Facebook Live in October.
Again, beauty brands are the top brands for Facebook Live videos, with 22 percent of marketers using the format. Twenty percent of auto, 12 percent of retailers and 7 percent of luxury marketers have used Facebook Live.
For Twitter, L2 looked at the platform's move to become a customer-service hub for brands, finding that an average of 66 percent of marketers use the micro-blogging service to handle customer service queries.
Between January and October, the average number of unique customers that brands respond to on Twitter dropped by 13 percent. While big-box retailers increased their replies by 7 percent, replies from activewear brands dropped 32 percent while CPG and department store replies decreased 24 percent.
"Brands are reaching a limited selection of customers," the report said. "The average brand communicates with just 157 customers per month via Twitter posts. However, this number is even smaller among many verticals. The average fashion brand communicates with just 63 customers per month, while the average CPG brand replies to just 77 customers per month on Twitter."