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Snapchat Adds 13 Million More Users in Q1, Sees Steady Increase in Revenue



Snapchat Adds 13 Million More Users in Q1, Sees Steady Increase in Revenue

Snapchat has posted its Q1 2022 performance update, showing steady increases in both users and revenue as the platform continues to solidify its niche in the social media landscape.

First off, on users – Snap added 13 million more daily actives in Q1 2022, taking it up to 332 million.

As you can see, the vast majority of that growth has come from the ‘Rest of the World’ category, with India, in particular, seeing solid ongoing take-up of Snap as mobile adoption continues to rise in the nation.

That’s become an increasingly important focus for Snap, and indeed, all social media platforms, with India’s massive population offering big opportunity for reach and growth, especially as the region’s digital evolution continues.

Though that doesn’t offer as much help on the revenue side, with the majority of Snapchat’s intake still coming from North American users.

Snapchat Q1 2022

Snap still has some work to do on this front, and that’s an ongoing concern with developing markets – expanding reach is one thing, but generating revenue is a longer-term prospect, that will likely require region-specific focus and products. Still, Snap’s numbers are steadily rising, and with more and more users to show ads to, that can only help to entice more ad partners to come on board, enhancing its prospects in this respect.

In terms of usage trends, Snap says that it‘s continued to see rising interest in its AR tools, with over 250 million Snapchatters now engaging with its AR elements every day. Over 250,000 creators have also now built more than 2.5 million Lenses via its Lens Studio and other creation initiatives, while Snap also notes that users ‘played with Lenses created by our community more than twice as much this quarter when compared to Q1 2021’.

The increasing interest in community created AR tools helps to expand Snap’s creative elements, and keep it on top of the latest trends, while the focus on AR will also help Snap evolve into the next stage of digital connection, and keep up with the bigger players in the space.

Which is really where Snap can win out – while Apple and Meta have far more resources at their disposal, Snap has repeatedly shown that it’s far better than them at staying in touch with key trends, and building AR features that appeal to its user base. Most of the viral AR trends over time have stemmed from Snapchat, and if it can maintain that nous, in line with the advancement of its AR creation tools, that will help to ensure that Snap remains a key leader in the AR space, even if Meta launches its own AR glasses sooner, in an effort to dominate the space.

Snap’s also working to develop more innovative AR, and potentially VR tools via its Bitmoji avatars – and it’s worth noting that Snap’s leadership team has used 3D Bitmoji characters as their profile pics in its Q1 report within this context.

Snapchat Q1 2022

Snapchat’s also working to stay up with the short-form video trend, and says that its own Spotlight offering has seen solid user response.

We are very excited about the long-term potential of Spotlight. While still early in its growth and evolution, we’re pleased with the engagement we’re seeing, with total time spent growing 230% year-over-year. We observed a 350% increase in the number of Spotlight submissions using creative tools or Lenses compared with Q1 2021.”

It’s amazing to see how short-form video has become such a dominant element, and how habitual behaviors have changed user trends in most social apps. Whether Spotlight can become a key consideration within Snap remains to be seen, but really, it doesn’t have to, it just has to work as a supplementary element to help creators build within the app, as opposed to shifting off to other platforms to stay up with the same trends.

Snapchat also notes that its Discover and publisher content has continued to see strong adoption, with total daily time spent by Snapchatters aged 25 and older engaging with such increasing by more than 25% year-over-year.

Snap’s audience is getting older, another key point of note, and it’ll be interesting to see how Snap continues to evolve its offering to appeal to this older cohort over time, and whether it can maintain its appeal with younger audiences concurrently in the app.

Snap also notes that six of its Discover partners reached over 100 million global viewers in Q1, underlining its place as a key platform for emerging entertainment formats.

In terms of revenue, Snapchat saw a 38% year-over-year increase in revenue intake, reaching $1.06 billion for the quarter.

Snapchat Q1 2022

Snap says that it did see some impact here due to the invasion of Ukraine, with advertisers slowing their campaigns due to the conflict.

“In the days immediately following Russia’s invasion of Ukraine on February 24, we observed that a large number of advertisers initially paused their campaigns. The vast majority of clients resumed their campaigns within 10 days following the invasion, and daily average revenue in March exceeded pre-invasion levels, but the rate of year-over-year growth remained below pre-invasion levels at approximately 32% from February 24 through the end of Q1.”

A key revenue highlight for the quarter was Snap’s Dynamic Ads, which enable advertisers to upload their product catalog, from which Snap’s system can then match users with the most relevant product and ad formats based on user interests.

Snapchat Dynamic Ads

Snap says that revenue from Dynamic Ads has more than tripled year-over-year, as more businesses upload their product catalogs to the platform.

“By dynamically building ads from product catalogs, we’re able to greatly expand the set of ads that are created. Dynamic Ads can update automatically as new products are entered into the catalog, remaining up to date and driving ROI.”

That could be another consideration for your marketing process.

The only other major point of note in Snap’s earnings announcement was this:

Snapchat Q1 2022

As Snap continues to expand into new markets, so too do its costs, while its efforts to keep up in the AR space are also driving its R & D expenses higher, which is a constant challenge for the app.

I mean, it’s a constant challenge for any organization, but as Snap looks to keep up with the bigger players, the impact on its bottom line is, on balance, more significant – though it does show that Snap’s continuing to invest in its next level AR tools, including its coming AR-enabled Spectacles.

Which we got the slightest update on in Snap’s notes:

“Hundreds of creators are developing AR Lenses for Spectacles, building new immersive and interactive experiences, like reimagining a restaurant menu in three dimensions or enhancing a workout routine. We have continued to make software improvements and offer new capabilities for developers, including a new VoiceML template in Lens Studio, which enables creators to build voice-enabled experiences without scripting, and Lens Studio Streaming Mode, which helps creators develop Lenses with hand tracking from a first person perspective.”

Not much to go on just yet, but maybe we’ll get more specific updates about its evolving AR tools at its Partner Summit next week (4/28).

Overall, it’s a positive report for Snap – not amazing, it’s not blowing anyone away with these numbers. But Snap continues to grow, in all aspects, despite strong competition from other apps, and big challenges in its future development focus.

A key point is that Snap remains a leader in the AR space, and continues to refine its in-app offerings to align with user interests. It’s better at this than anyone, which will help Snap hold up against its more well-resourced competitors, even as they advance to the next stage.

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Who is HRH Collection founder and YouTuber, Alexandra Peirce?



Who is HRH Collection founder and YouTuber, Alexandra Peirce?

ALEXANDRA Peirce proves there’s no such thing as bad publicity, garnering more fans and subscribers every time she posts one of her infamous video rants.

Peirce, known better by her social media pseudonym HRH Collection, has been an internet mainstay for years, and her fame only continues to grow after sharing more of her contentious takes online.


HRH Collection founder and YouTuber, Alexandra Peirce, poses for a photo on her Instagram showcasing pieces from her jewelry lineCredit: Instagram/ therealhrhcollection

Who is Alexandra Peirce?

Alexandra Peirce is a social media personality, influencer, and jewelry designer.

Peirce was born on May 13, 1984, in the US.

She currently resides near Los Angeles, California.

Before launching her famous YouTube channel, Peirce graduated from college in 2007 with a degree in political science.

In 2009, she earned a master’s degree in international business.

While in graduate school, Peirce studied abroad in Shanghai, China, where she says she “fell in love with all things Asian.”

Peirce returned to the US during the peak of the 2008 economic recession, forcing her to move in with her parents.

Despite applying for countless jobs, she couldn’t land a position, leading her to create her YouTube channel.

Peirce post her first video, a “What’s in my bag” vlog where she walked viewers through everyday items she carried in her purse.

Peirce kept the channel going even after landing a job in accounting, posting videos and designing jewelry pieces during lunch breaks and after hours.

Fueled by her growing subscriber count, her design hobby would eventually turn into a full-fledged company, HRH Collection.

While Peirce now runs her jewelry line full-time, she is even better known on the internet for her viral videos, which typically show Peirce sitting in her car, ranting about anything from current events and pop culture trends to hairstyles and holidays.

Her videos are often cut up and reposted on TikTok, where select sound clips go viral.

Some of Peirce’s most well-known tirades include her take on beachy waves – “it’s not the vibe, stop!” – and her controversial views on Women’s Day – ““I think it’s stupid. I really do.”

Nevertheless, Peirce has amassed a legion of hardcore fans and haters who can’t help but watch her scream and shout her opinion on just about everything.

Peirce’s controversial videos (and views) have been compared to other un-cancellable influencers, like Trisha Paytas and Theo Von.

Who else could get away with yelling: “Shut up! Stop being fat! Stop being ugly!” at her viewers, who keep coming back for more?

It seems like no matter what she posts, or how many people disagree with her, viewers can’t help but leave her videos wanting more.

One TikTok user commented: “This woman is actually problematic but my brain is itched by the way she complains because it’s exactly how I think when I’m annoyed.”

Despite – or maybe because of – the controversies, Peirce has continued to grow her social media following.

Her Instagram account boasts 118,000 followers, despite several of her past accounts being banned or deleted.

Peirce’s X account is currently suspended, but that hasn’t stopped the internet icon from sharing her views online.

Her YouTube channel, which hosts over 600 videos, has 449,000 subscribers.

The hashtag #hrhcollection has also garnered nearly 1 billion views on TikTok, from reposted videos to sound bites.

Peirce has also garnered fame via interviews with BuzzFeed News and Interview Magazine, and appeared on podcasts like The Spillover With Alex Clark.

What is HRH Collection?

HRH Collection is a jewelry line created by Alexandra Peirce.

Besides rings, earrings, necklaces, and bracelets, the website also sells bag chains, keychains, ankle socks, t-shirts, and a windbreaker.

On the company’s about page, Peirce explains that the e-commerce site “started as a hobby and has now grown into a company that I’m so proud to call my own.”

Peirce first designed “a Japanese style frosting cupcake ring and key fob,” sharing the pieces on her YouTube channel.

Viewers were interested in purchasing the items, leading Peirce to create La Lumiere, mixing chain metals with assorted crystals to create bracelets and necklaces.

Peirce wore her jewelry to work and showcased her pieces on her social media, leading to steady stream of customers and orders.

From there, Peirce launched an Etsy shop, juggling her full time job alongside designing new pieces and fulfilling online orders.

Peirce states that she is “so thankful” for everyone who helped her along the way, but also offers some practical advice for anyone who hopes to turn their hobby into a viable career, saying she was “strategic” in developing HRH.

She writes: “Many of you guys ask me if you should quit your jobs to pursue YouTube or your other hobbies.”

“To be completely honest, I do not think you should quit your job for any hobby, until you have grown your company into one that can reasonably replace your job – this is very important.”

HRH collection features hundreds of items, with most priced between $50 and $150.

Shoppers can also select items from “Alex’s Musts,” which includes products like a $190 sterling silver tennis necklace, a trio of mixed metal rings for $87, and $59 diet soda hoops, resembling soda can tops.

Consumers looking for unique pieces are in luck, as there is a limited amount of inventory available per item, with many pieces already sold out.

Alexandra Peirce poses with her husband, Jason Locke, and her dog, Ming, for a photo on Instagram


Alexandra Peirce poses with her husband, Jason Locke, and her dog, Ming, for a photo on InstagramCredit: Instagram/ therealhrhcollection

Is Alexandra Peirce married?

Peirce came under fire from both her fans and haters after getting married on June 16, 2023, to her second husband, Jason Locke.

The influencer was mocked for her dress, venue, food, and overall wedding aesthetic.

She was also trolled on social media for live-streaming the event, charging users $25 to watch the party.

Peirce chose to wear a short, white, recycled Zara dress for the reception, while the groom chose to don a camouflaged Trump/Pence hat.

After a small ceremony at Bethania Lutheran Church, a reception was held in the parking lot of the Hitching Post, a BBQ joint in Buellton, California.

The eatery’s website says it is known for its wines and West Coast barbecue, and guests dined on veggies, garlic bread, and quesadillas, among other items.

Decorations were minimal, with few flowers adorning the white tent erected in the parking lot.

Each table did come with a cherry-scented ashtray candle, personalized with ‘Mr. & Mrs. Locke’ in a gothic font.

Peirce then changed into yoga pants before heading off to a local casino with her new beau and a few close friends, keeping the party going well into the morning hours.

Many users took to X to share their thoughts.

Some users called the wedding trashy, while others lamented the party’s seemingly low budget.

One user tweeted: “You had a trailer park wedding” along with a crying and skull emojis.

Another wrote: “how can hrh collection talk about anyone when her dress looks like it came out of a Zara clearance section?”

One influencer even branded the event as “the tackiest wedding ever.”

Peirce fought back, going after her online haters and critics in another one of her infamous video rants.

In a video titled Addressing The Devils, Peirce asks her viewers: “Do you think I didn’t know what my wedding was gonna be like? Like, I didn’t plan my wedding?”

“I don’t like big to-dos. I’m the least to-do person ever.”

She added: “B***h, I could fly to the f**king Maldives with every damn f**king person in my damn family and pay for everyone and not have it impact me at all, you f**king idiots.”

Peirce then stressed that her and Locke wanted to keep the wedding “casual and mellow.”

She said: “I did exactly what I wanted to do for my wedding and I would do it all exactly over again.”

Peirce ended the video by saying: “I’m happy, I’m in a really loving relationship. I basically have everything I want.”

“I have my own business, a beautiful house, I have a husband. I’m really happy right now and you guys are so vicious and mean.”

Then, in her signature fashion, she addressed her haters head-on, explaining: “I get it, because you’re miserable and ugly.”

“And you’re a loser, I understand. Life isn’t fair.”

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New Guide Highlights Key Considerations for Effective TikTok Ads



New Guide Highlights Key Considerations for Effective TikTok Ads

Looking to make TikTok a bigger focus of your marketing effort in 2024?

This will help. TikTok recently partnered with creator intelligence platform CreatorIQ to conduct an analysis of the key factors that make for a resonant TikTok promotion, culminating in a 26-page report which covers a range of key notes and tips for your planning.

You can download CreatorIQ’s full TikTok ads guide here, but in this post, we’ll look at some of the key notes.

The report is broken up into five key pillars of TikTok ads creation, which echo much of the best advice that’s been shared for the platform over time.

CreatorIQ’s five key TikTok marketing notes are:

  • Grab attention from the start
  • Foster a personal connection
  • Show your product in action
  • Use high-impact creative elements
  • Close with a clear call to action

For each of these elements, the guide digs deeper into how to enact them, and the critical considerations of each, including stats on effectiveness:

Tips on TikTok-specific trends and tools:

CreatorIQ TikTok Ads Report

As well as case study examples to underline each point:

CreatorIQ TikTok Ads Report

It’s a handy overview, with a range of valuable notes, though the main finding, above all of the creative pointers and advice, is that established creators perform better for TikTok promotions.

As per CreatorIQ:

The report found that creators overwhelmingly make the best-performing TikTok ads, with recommendations carrying more weight than traditional brand advertisements and celebrity spokespeople. In fact, after watching a creator-driven Spark Ad, 57% of TikTok community members say the creator is trustworthy, 56% say they can trust the brand because the creator shared it, and 71% say creator authenticity led them to buy a product.

So while there are a heap of practical notes and pointers for increasing the resonance of your in-app promotions – like this:

CreatorIQ TikTok Ads Report

The key point of emphasis is that creators make better TikToks, and thus, better ads, so partnering with relevant influencers in your niche is still likely a better way to go.

Some good considerations, and some valuable, data-backed tips, which could help to get your TikTok promotion plan on the right track in the new year.

You can download CreatorIQ’s full TikTok marketing report here.

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Adobe Highlights Rising Visual Trends in 2024 Creative Trends Report



Adobe Highlights Rising Visual Trends in 2024 Creative Trends Report

Looking for creative inspiration for your 2024 strategic planning?

This will help. Today, Adobe has published its annual Creative Trends Report, which incorporates insights from Adobe’s 30 million+ Creative Cloud users, in order to determine rising visual styles of interest, which look set to resonate with audiences in the new year.

Based on its research, the Adobe team has established four creative trends that are worthy of note:

  • Calming Rhythms – Fluid and flowing forms that soothe the senses and support emotional balance
  • Wonder and Joy – Visuals that inspire a sense of awe, joy, and enchantment
  • Dynamic Dimensions – Where all dimensions and types of content seamlessly merge
  • The New Nostalgia – Contemporary interpretations of vintage styles

Adobe’s 22-page report, which you can download here (with email sign-up), provides more insight into each of these trends, along with various examples, and data that explains why they’re set to gain more momentum.

There are handy notes and insights for each, which help to illustrate how to use them in your process.

Adobe 2024 Creative Trends Report

Interestingly, a lot of the images used by Adobe in the report look like they’ve been created by generative AI. I don’t know that they have, but it is worth noting the composition in this regard, as another potential means to tap into these trends.

Adobe 2024 Creative Trends Report

The report provides some interesting perspective on rising visual trends, which could help in your planning. Maybe one of these resonates especially well with your branding, or aligns with what your target audience has been sharing.

Either way, some additional, data-backed considerations, which could be helpful in your process.

You can download Adobe’s “2024 Creative Trends Report” here.

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