Snapchat has just published a new report that aims to provide deeper insight relating to online privacy. Evidently enough, as online connectivity evolved throughout the years, so too have cases of data breaching and private-content misuse. The report takes a look at other key concerns users have in regards to sharing their content online.
Publishing Privacy
The report takes from a sizeable sample of 13,500 respondents spread across 11 markets and uncovers a couple of valuable considerations for both platforms and marketers. The report reinforces the logic behind some of the latest social app developments, particularly regarding user control, encryption, and other privacy-related elements. Furthermore, it also explains how such controls – or lack of them – can influence the behavior of people online.
It’s an interesting overview, as most reports are. You can download the full 28-page report here. On that note, let’s briefly take a look at some of the key findings.
To start things off, Snap notes that both Snap and non-Snap users express concern for their online privacy. 81% of the respondents note that online privacy is important, while only 65% indicated that they’re ‘satisfied’ with their current privacy options. At most, this identifies a key gap in Snap’s current digital process, underlining the need for increased control measures on this particular front. Private messaging tools and additional audience controls could help further reassure users.
The report, based on responses, also highlights three ‘Key Benefits’ of digital privacy, mainly ‘Self understanding and expression’, ‘Relaxation’, and ‘Avoiding social judgement’. At a common point, each of these aspect focus on facilitating more open communication, none of which are attainable without the necessary measures in place. Self-expression stands out as one of the most important elements, with users feeling freer to communicate when they’re comfortable with the available privacy tools and options. For the majority of the respondents, privacy concerns impact how they communicate, as well as what they share online.
It’s an interesting consideration to note. When the first major social media networks emerged – MySpace, Twitter, and Facebook – there was a new sense of freedom to ‘Speak and Be Heard’. For a time, social media was all about open communication and authentic expression, which gradually shifted as more controversies and concerns began rising from ‘oversharing’, making people more reclused and prone to shying away from public sharing.
Though that does make sense, to some degree, it also suggests that most of the stuff we see online is not an accurate representation of the breadth of views within the space, because many of the people would be concerned as to what consequences their sharing of thought and ideas might incur, and how these could be used against them. This leads back to the earlier hypothesis of how additional privacy controls and options can lead to new opportunities for self-expression, and why people are now keener on advanced privacy tools.
The Wrap
Snapchat had always sought to be distinctive when it came to self-expression and supplying users with a more ‘private’ community environment. It may sound a bit oxymoronic, but it’s also why Snapchat has been able to maintain its growth, despite the rising competition. It may not be the most versatile in terms of content creation, but the same restriction is what ended up making it more resonant with the vast majority of its audience.
There’s more insight to be had if you go through the full report in detail, which, not surprisingly, will greatly add to your knowledge on how to craft a better and more informed approach. Especially now that we’re all moving towards the next stage of digital connection, updates on elements such as these will prove crucial as your business also transitions onto the next level.
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