Is Snapchat the new ‘sweet spot’ for brands?

New report finds businesses turning to Snapchat as an alternative to social media site

Businesses are increasingly using Snapchat as an alternative to other social media sites in a bid to reach target audiences and communicate in a direct form with followers, without getting too personal, according to a new survey by Snaplytics.

The SaaS-based market insights company recently surveyed 500 brands (with 24,180 Snapchat stories) and studied 217,000 snaps to better understand how brands and influencers are using the social site to communicate with their followers.

The Snaplytics report, which claims to be the most comprehensive survey of Snapchat data to date, found organisations are learning how to use Snapchat to reach target audiences in a way that is more “at eye level” and supplies details on the most effective ways to leverage the platform.

Marketers are seeing a big uptick in audience reach/engagement, with Snapchat compared to a decline with other social sites, according to the report. It noted Snapchat offers a unique experience and more ‘in-the-moment experiences’ for a brand's fans.

“Snapchat is unique because it allows businesses to connect with people in the moment and offer a different brand experience,” says Snaplytics founder and CEO, Thomas Cilius, explaining the Snapchat was once originally thought of as a social network mostly geared toward teenagers.

“It’s the only social network where marketers aren’t seeing a decline in reach. With 161 million daily active users on Snapchat, brands are quickly learning 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.”

The study also offers tips and best practices for brands interested in incorporating Snapchat into their marketing toolbox. Citing the data collected from the 500 brands, it reveals: 61 per cent of the content posted by brands on Snapchat are videos, which is a 5 per cent increase from the first quarter of 2016.

The study also reveals the number of snaps in a story averages around 11 snaps per update.

“Consistency and ongoing activity is key. Brands post, on average, content two times a week,” the report noted. “Completion rate, or the number of people viewing the whole story, climbed to 88 per cent compared to 84 per cent the previous quarter.”

The report also provides insights, metrics and analysis regarding what brands must consider as they develop their Snapchat marketing strategy. It discusses the best approaches to growing a follower base (followers find brands by Username 64 per cent of the time); and what is the most effective rate of posting to keep your followers excited and engaged and what days are the best for posting and why.

“It is essential for marketers to be creative and build followers quickly since our research shows that recommendations and calls-to-action made through Snapchat are much stronger than what is accomplished with Facebook or Instagram,” Cilius says.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in