Snapchat just published a new report that highlights its unique reach to younger audiences, which also underlines the platform’s value as a messaging and interaction app, Majority of Snap users seem to primarily rely on the app to keep in touch with close connections, even more so over other key messaging platforms.
On Numbers and Distinction
For this study, Snapchat partnered with GWI, which looks at how Snap users open other apps, and which apps they rely on daily for their social and engagement activity. Data shows that around 51% of Snapchatters aged 16 and over don’t use TikTok every day, while 67% don’t log onto Twitter at the same rate.
That’s an interesting insight, especially if you consider TikTok’s popularity and rise among younger audiences. You would think that there would be a strong crossover here, but the data shows that Snap users remain aligned to the app – which could also be a vote of confidence in its own ‘Spotlight’ Feed.
If people are satiating their hunger for TikTok on Snapchat, then that would justify this type of replication – so, even if ‘copy-pasting’ appears like a crude and cheap tactic, the payoffs could be significant, if it works, of course. Based on the study, Instagram is the most closely aligned app, with 70% of active Snapchatters indicating that they also log onto Instagram each day. On the other hand, around half of Snap’s audience don’t log onto YouTube, TikTok, and Facebook at the same rate, which underlines the app’s unique reach potential, along with the value it holds for those who regularly use the app to stay in touch with friends.
These results once again shift when the age bracket is increased. Also worth noting is the comparative difference between Messenger, WhatsApp, and Snapchat users, with most Snapchatters not opening these messaging apps at anywhere near the same rate. This suggests that for active Snap users, it’s now the messaging app of choice, which is an important trend for marketers to keep in mind, especially those that seek to establish connections via DMs.
Of course, that’s not to say that Snapchatters would be necessarily open to messages from brands, but still, it’s worth considering how Snapchat facilitates more intimate connections this way, as well as how such changes the dynamic for Snap users in regards to how they stay in touch.
The Wrap
The hope is that this data highlights Snapchat’s nice audience reach, helping to differentiate the app from others while encouraging more ad spending from brands looking for alternative promotion channels.
Overall, it provides us with another overview of Snap’s potential, which could help underline its value in the space, as opposed to being viewed as a directly comparative platform.
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