Snapchat's 'Crazy Engaged' Users Can't Resist a Message From Taco Bell

Brands see success despite marketing in the dark

Taco Bell’s Nicholas Tran said Snapchat followers are “crazy engaged.” When the brand sends a Snap, 90 percent of friends who open a message view it in its entirety, and these can be five-minute-long digital photo-video collages, he added.

Taco Bell has more than 200,000 friends on the app, but it doesn’t know the exact amount, which speaks to the fact that brands are still marketing in the dark there. 

Taco Bell was among the early brands to join and test the potential for reaching its young crowd, almost 30 million users strong, according to the latest reported figures.

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