Snapchat continues to lean into Sports coverage as it looks for ways to expand its reach and resonance. In line with this ongoing goal, Snapchat has recently announced a new deal with European Football League LaLiga, which will see Snap host exclusive content, weekly highlights, historic archives, top goals, and more.
Viva Viva!
According to Snap:
“Snapchatters will be able to enjoy the best moments of the game through a dedicated Discover Show called LaLiga Show Time, as well as Stories and Spotlight content posted by the LaLiga Snap Star account.”
The deal would also include LaLiga branded Lenses, stickers, Bitmoji additions, and more. Snapchat has seen big success with sports coverage, with NFL Football particularly generating big interest in the app. Based on Snap’s own research, about 87 million Snapchatters watch sports content monthly, while NFL fans also engaged in Snap’s AR tools during Super Bowl LVI over 2.1 billion times.
Earlier this year, Snap announced the expansion of its content deals with the NFL, WNBA, and NBA, with each set to produce exclusive content for Discover, along with evolving AR experiences and Spotlight clips. LaLiga will add to this seemingly growing roster, hoping that its expanded spots offering will help improve its value among a wider scope of users, in turn increasing the value of its ad offers.
According to recent reports, Snap’s now looking to make older users a bigger focus in the app. Only 16% of Snap’s current user base is aged over 35, and while reaching the youth has long been Snap’s key selling point for ad partners, amid increasing revenue pressures, Snap’s starting to feel the heat, forcing it to re-examine its broader approach. While reaching those under 24 is important, older audiences have more expendable income and are interested in a broader range of products.
These usage stats could also suggest that Snap is failing to retain users as they move into older brackets, further restricting its value as an ad network. Though this is theoretical. Snap was founded way back in 2011, meaning that only early adopters aged 24 and over have now shifted into that older age bracket. That could mean that Snap will still see its usage increase over time, which is probably the real focus of this internal push.
The Wrap
Does Snap still offer the same value to older users as it does to younger ones? While the answer might sound like a resounding no, if Snap can somehow reshape some of its offers to better involve its older audience, then that might help it maintain relevance in some ways. On that note, sports content will probably play a big part. If Snap can make itself a more complementary platform for sports fans, then that’ll likely ensure that even older users keep coming back, which might just be the key to Snapchat’s next development. This latest development should be a consideration for marketers moving forward, noting what this could mean for their ad offerings.
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