Despite an enthusiastic start and sweeping adoption of the Snapchat app, the company has struggled to attract advertisers to tap into its creative features and target its youthful audience.
Snapchat launched Discover in 2016 to enable brands to interact with audiences by offering curated content. However, it’s not entirely clear if consumers are using the platform to find new content.
That’s why NewsCred surveyed 100 Snapchat users on their usage of the app.
The key points from the resulting infographic below are:
- 30% of media agencies and brands are planning to run an advert on Snapchat for the Super Bowl event this year.
- 54% of Snapchat users use the app daily, whilst 32% open it four to five times per week.
- The majority of Snapchat users (54%) never watches Discover Stories. Branded Filters are also not being seen as much as advertisers would like them to (42%) and Live stories are either never viewed (23%) or rarely (32%). Those figures are potentially bad news for Snap Inc., given that at least half of the app’s 100 million daily active users hardly ever view ads.
- In addition, 87% of users said they never buy anything they see advertised on Snapchat.
- 64% also admitted that they do not follow any celebrities. 34% said they follow a few celebrities.
- However, at least in terms of video ad format, Snapchat did get it right. Because its videos allow for vertical viewing, it’s nine times more likely that ads are being viewed in full.
The findings show that Snapchat is still largely regarded as a private messaging app between friends and family. It’s not as much about showcasing oneself as competitors Facebook and Instagram, and that’s where advertisers may find it difficult to reach their desired audience.