Snap Teams Up With Givingli on Valentine’s Day Snap Mini

Snapchat has Valentine’s Day gifts for both Snapchatters and marketers on its platform. Snap Inc. teamed up with gifting application Givingli on a new Snap Mini that enables users to create free customizable greeting cards and share them via Snapchat, and on Feb. 14, it is rolling out several Valentine’s Day lenses. Snap Minis—bite-sized utilities built with HTML5 that work for all Snapchatters on all devices, with no installation required—debuted last July after being introduced at the Snap Partner Summit one month earlier. Marketers, meanwhile, are on the receiving end of a Cupid’s arrow of data about how Snapchatters use the app to celebrate the holiday. According to a recent survey by Snap, nearly seven out of 10 Snapchatters plan to celebrate Valentine’s Day, and 63% said they would incorporate Snapchat into their plans. They will do so by sending Snaps to their friends (44% of respondents in the U.S., 43% in Germany), taking selfies with Valentine’s Day filters or lenses (39% in Mexico, 33% in Brazil), posting to Stories (36% in the U.S.) and using the app to stay in touch with their Valentine (23% in the U.K., 21% in South Korea). Of those basking in the Valentine’s Day glow, 82% said they will connect with the most important people in their lives, including their current partners, family or best friends. Despite the pandemic, most respondents indicated that they intended to stick with traditional Valentine’s Day activities, such as going out on a date, having a date night at home and exchanging flowers and gifts. This was particularly true in Australia (59%) and Norway (58%), where Covid-19 is more under control. On the topic of gifts, 22% of Snapchatters globally said they would opt for something modest, like a card or a small gift, but trends varied by country, as 45% of Japanese respondents said they would likely send a bouquet or box of sweets, versus just 8% of respondents in France. Shopping for those gifts was very last minute in 2020, as mentions of card, chocolate and flowers spiked in the week leading up to Feb. 14 and peaked between 4 p.m. and 8 p.m. on the actual day. While buying in-store remained the preference of most respondents, those in the United Arab Emirates were most likely to say they would do their shopping online, while nearly one-quarter of Brazilians and two out of 10 Australians were still unsure how they would buy gifts. Nearly one-half of Snapchatters worldwide said they were in love, led by Norway (57%), Spain (56%) and the U.S. (55%), while one-quarter were currently dating someone, with Germany (35%), France (32%) and the Netherlands (30%) leading the way. On the flip side, 40% of respondents said they were single, with the largest concentrations in Indonesia (62%) and Brazil (53%). One out of five Snapchatters said they use dating apps, and they planned to do so before Valentine’s Day. It’s not all about love, though: 60% of respondents said friendship was more important to them than love, spiking in Malaysia (79%), Spain (69%) and India (67%). Snap concluded, “Snapchatters are gearing up to celebrate Valentine’s Day with the people they care about most, and they’re ready to use Snapchat as a vehicle for connection. Brands: Consider how to amplify the values of love and friendship in the days leading up to and during Valentine’s Day in your campaigns to make your content relatable and shareable.”

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Snap Teams Up With Givingli on Valentine’s Day Snap Mini

Nearly 7 out of 10 will celebrate, with 63% using the app to do so

David Cohen

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David Cohen