Much of the conversation around Snapchat falls into the same pattern as other social networks: Is it viable long-term? Is it a fad? Will growth continue? Will it be profitable and stable? For the time being, it seems that Snapchat is here to stay, and brands are experimenting with the young network. A fourth-quarter-2016 report from Snapchat insights software provider Snaplytics examines how brands are expanding their presence on Snapchat.
According to the Snaplytics report, brands are drawn to the real-time nature of Snapchat; it’s the only network where there hasn’t been a decline in engagement. Thomas Cilius, founder and CEO of Snaplytics, noted in a statement:
With 161 million daily active users on Snapchat, brands are quickly learning that this is the go-to outlet because it allows them to engage their brand ambassadors and deliver content that really resonates with people, in real-time.
Name recognition is a key factor in Snapchat follower acquisition: More than 60 percent of new followers find brands on Snapchat by user name. One-quarter of new followers find brands through with Snapcodes, and less than 10 percent add brands using deep links.
According to the report, video is booming on Snapchat, with more than 60 percent of all Stories containing video. More than one-half of all followers opened Stories, and 84 percent of the Stories opened were viewed to completion.
Cilius continued in his statement:
Our research shows that recommendations and calls to action made through Snapchat are much stronger than what is accomplished with Facebook or Instagram.
Clearly Snapchat’s users are very engaged, active and hungry for branded content. Download the full report for more information on user activity and brand case studies.