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Snapchat Shares New Insights into User Engagement Around Valentine’s Day [Infographic]

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Snapchat Shares New Insights into User Engagement Around Valentine's Day [Infographic]


Valentine’s Day is fast approaching, and if you’re looking to maximize your tie-in campaigns this year, don’t overlook Snapchat, which sees big spikes in usage around the event.

According to Snap’s latest insights report, engagement with both Stories and Lenses increases significantly around Valentine’s Day, with the app seeing a 65% increase in US user activity last year, compared to the preceding 14-day average.

Snap also notes that users are highly responsive to related ad pushes in the app, with its AR campaigns being particularly effective:

In the month of February 2021, Sponsored Lens campaigns in Europe that incorporated Valentine’s Day elements had a 175% higher share rate than campaigns without association. And Snapchatters are still swooning over video ads, as Collection Ad campaigns in the US with Valentine’s Day creative association had a 101% higher swipe-up rate than campaigns without association in 2021.”

It may not fit your target audience, but increasingly, more people are using the app, and there could be opportunities to consider.

You can check out more Valentine’s Day stats from Snap below, while Snapchat has also shared some campaign case study examples here.



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New Screenshots Highlight How Snapchat’s Coming ‘Family Center’ Will Work

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New Screenshots Highlight How Snapchat's Coming 'Family Center' Will Work

Snapchat’s parental control options look close to launch, with new screenshots based on back-end code showing how Snap’s coming ‘Family Center’ will look in the app.

As you can see in these images, shared by app intelligence company Watchful (via TechCrunch), the Family Center will enable parents to see who their child is engaging with in the app, along with who they’ve added, who they’re following, etc.

That could provide a new level of assurance for parents – though it could also be problematic for Snap, which has become a key resource for more private, intimate connection, with its anti-public posting ethos, and disappearing messages, helping to cement its place as an alternative to other social apps.

That’s really how Snap has embedded its niche. While other apps are about broadcasting your life to the wider world, Snap is about connecting with a small group of friends, where you can share your more private, secret thoughts, without concern of them living on forever, and coming back to bite you at a later stage.

That also, of course, means that more questionable, dangerous communications are happening in the app. Various reports have investigated how Snap is used for sending lewd messages, and arranging hook-ups, while drug dealers reportedly now use Snap to organize meet-ups and sales.

Which, of course, is why parents will be keen to get more insight into such, but I can’t imagine Snap users will be so welcoming of an intrusive tool in this respect.

But if parents know that it exists, they may have to, and that could be problematic for Snap. Teen users will need to accept their parents’ invitation to enable Family Center monitoring, but you can see how this could become an issue for many younger users in the app.

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Still, the protective benefits may well be worth it, with random hook-ups and other engagements posing significant risks. And with kids as young as 13 able to create a Snapchat account, there are many vulnerable youngsters engaging in the app.

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But it could reduce Snap’s appeal, as more parents become aware of the tool.

Snapchat hasn’t provided any further insight into the new Family Center, or when it will be released, but it looks close to launch based on these images.  

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