We continue our list of 10 digital trends we see impacting our clients’ business during the coming year.
If you haven’t read the first post in the series we recommend you start here: Countdown 10 Digital Trends to Watch in 2017 – #10
3) Who Likes to Snapchat?
Snapchat continues its meteoric rise as the social platform for the millennial generation. It now boasts over 150 million daily users, with millennials representing 70% of their audience. Research firm eMarketer predicts that the user base will soar to 217 million by the end of 2017!
Snapchat has become a place where users can express themselves freely and be creative, without worrying about posting the perfect image like with other social platforms. The mobile app allows users to send videos and pictures to their friends, which can be viewed up to 10 seconds. These videos and pictures, which are called snaps, can be edited with text, drawings, emojis and filters. Snapchatters can also add their videos and pictures to their Stories section, where the content can live for 24 hours. Snapchatters can also view stories from some of the biggest publishers in the world like DailyMail, Cosmopolitan, BuzzFeed, MTV, Comedy Central, and Food Network.
The reach and immediacy that the Snapchat platform can provide advertisers looking to reach the 18-34 demo is staggering.
- Reaches 41% of Adults 18-34 in the U.S. daily
- More than half of daily Snapchatters 18-34 cannot be reached by YouTube, Instagram, or Hulu
- Average Snapchatter spends 30-35 minutes on Snapchat each day with 60% creating content on the platform every day
- Grew from 2 billion to 10 billion+ daily video views in past year
Advertising opportunities weren’t made available until 2014, and then only to a select group of brands that were committing over $100K. In 2016 a multitude of advertising opportunities became available, making Snapchat available to nearly all advertisers. Snapchat Ads, which appear in Stories, Discover Channels, filters, and lenses, have become very attractive because of the platform’s large and growing user base and new targeting options that include 28 lifestyle interests, location, and use of first-party data. Snapchat should be considered for any advertiser that needs to reach a young target audience, as it has become the primary social platform for this coveted demographic.