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Snapchat Publishes 2022 ‘Snapchat Generation’ Report, Providing Key Insight into User Engagement

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Snapchat Publishes 2022 'Snapchat Generation' Report, Providing Key Insight into User Engagement


Snapchat has published the 2022 version of its ‘Snapchat Generation’ report, which looks at how Snapchatters are using the app to connect, and how brands can better align their messaging around these key trends.

Incorporating insights from over 19,000 Snapchat users, across 16 markets, the 28-page Snapchat Generation report provides a valuable snapshot of what Snap users value most, which could be crucial for your marketing approach in the app.

You can download the full Snapchat Generation report here, but in this post, we’ll take a look at some of the highlights.

First off, Snapchat explores why people use the app, with more intimate sharing among friends being the key use case.

As you can see here, Snapchat actually says that it’s the number one platform for sharing moments between friends, as opposed to posting in more public social apps.

Snapchat Generation 2022 report

It’s an interesting choice of image here too – Snapchat has long been associated with younger audiences, but as its users grow up, Snap is now also becoming a more important connective tool for people at different stages of life, not just those looking to meet up with friends out on the town.

This has now become Snapchat’s niche – more intimate sharing among more personal groups. Snap couldn’t compete with Facebook and Instagram on sharing at scale, so it refined its focus on more private interaction, which has helped it establish a more defined market fit, and maintain growth.

That’s a key consideration for those looking to reach audiences in the app.

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As per Snap:

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Brands have to accept Snapchatters for who they are and consider ways to embed themselves seamlessly into this generation’s everyday conversations. Remember — openness and transparency are key for this.”

Snapchat also provides insights on eCommerce, and its emerging use case as a social shopping channel.

Snapchat Generation 2022 report

Which could have distinct value, as users look to share their purchases with their close friends, while Snap also notes that AR has become a key component in its shopping experiences.

Snapchat Generation 2022 report

Snap’s working on a range of projects on this front, including its AR-enabled Spectacles, while its ongoing development of digital clothing for its Bitmoji avatars is another pathway that Snap’s exploring as a means to maximize its eCommerce potential.

It may not be looking to become a digital shopping mall like Pinterest, but Snap clearly has distinct value in this area, as more users look to refer to friends for their thoughts before making a purchase.

There are some valuable data points here, and key notes for brand planning, and it’s worth taking a look at the full Snapchat Generation 2022 overview to get a better sense of where things are headed, and how to connect with users in the app.

It could change your approach to Snap, or maybe get you thinking more deeply about its potential in your process.

You can download the full Snapchat Generation report here.



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Meta Reassures Users That it Has Not Changed its Policies on Abortion-Related Content

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Meta Implements New Changes to Housing, Employment and Credit Ads to Eliminate Potential Discrimination

Amid various reports that it’s restricting certain posts on abortion-related resources, in the wake of the Supreme Court’s decision to overturn Roe vs. Wade, Meta has reiterated that its stance on such has not changed, despite some recent errors in its systems.

This week, both Vice and NBC News have conducted their own investigations into the potential censorship of abortion-related content on Facebook and Instagram, with both finding that certain hashtags and posts appeared to have been restricted in Meta’s systems.

Meta spokesman Andy Stone responded to these claims, explaining that there has been no change in its official policies on such.

Instagram has since posted an update, noting that its sensitivity screens have been applied to certain posts that they shouldn’t, which is a glitch that it’s working to fix.

Which seems very coincidental, and despite Meta’s assurances, I suspect that there may have been some internal shift to move in-line with the updated law, even, possibly, in regards to advising moderators to err a little more on the side of caution with such.

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But the official line from Meta is that there’s been no definitive amendment to its policies as yet, and as such, there should be no impact on the sharing of content within the existing guidelines.

For reference, this is the official Facebook policy on what’s not allowed in relation to prescription medications, which Stone refers to in his tweet:

Optional Caption

Retrieved from Meta on June 29, 2022

 

You would suspect that, maybe, at some stage, there could be additional legal requirements around such, in line with the Supreme Court ruling, but right now, there’s been no change, with Meta also presenting a full changelog of policy amendments here.



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