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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.

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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.

As per Snap:

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.

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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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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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