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Snapchat delar ny data om sin unika målgruppsräckvidd och varför det är av värde för varumärken

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

Snapchat har published a new report which highlights its unique reach to younger audiences, which also underlines the platform’s value as a messaging and interaction app, with the majority of Snapchat users primarily relying on the app to keep in touch, over other key messaging platforms.

Snapchat partnered with GWI for the new study, which looks at how often Snapchat users open other apps, and which apps they rely on, on a daily basis, for their social and engagement activity.   

The data shows that 51% of daily Snapchatters aged 16 and over don’t use TikTok every day, while 67% don’t log onto Twitter at the same rate.

That’s interesting, especially considering TikTok’s rise, and its popularity among younger audiences. You would think that there would be a strong crossover here, but the data shows that Snapchat users remain aligned to the app – which could also be a vote of confidence in its own Spotlight short-form video feed.

If people are getting their TikTok-type fix on Snap (or indeed any other app), that justifies this type of replication – so even if you think it’s a cheap tactic to copy a competitor, if it works…

As you can see in this chart, Instagram is the most closely aligned app, with 70% of active Snapchat users indicating that they also log onto Instagram each day. But around half of Snapchat’s audience is not logging on to YouTube, TikTok or Facebook at the same rate, which underlines the app’s unique reach potential, and the value it holds for those that regularly use the app to keep in touch with friends.

And those results shift again when the age bracket is increased:

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Snapchat unique audience data

Som förklarat av Knäppa:

“When we look specifically at 16-24 year old daily Snapchatters, the results are fascinating. While TikTok’s reach increases slightly, Facebook and Twitter both see a further decline among this key Gen Z demographic. 70% of daily Snapchatters ages 16-24 do not use Twitter every day, 63% of daily Snapchatters ages 16-24 do not use Facebook every day, and 42% of daily Snapchatters ages 16-24 do not use TikTok every day.”

Also interesting to note the comparative difference between Messenger and WhatsApp users and Snapchatters, with most Snap users not opening these messaging apps at anywhere near the same rate. That would suggest that for active Snap users, it’s now the messaging app of choice, which is an important trend to keep in mind for marketers looking to establish connection via DMs.

Of course, that’s not to say that Snapchat users would be open to messages from brands, necessarily. But still, it’s worth considering how Snapchat facilitates more intimate connection in this way, and how that changes the dynamic for Snapchat users in regards to how they keep in touch.

Snapchat has long-touted its unique audience reach, with a similar study published back in 2019 showing that Snap users are strongly aligned to the app.

Snapchat unique audience data

The hope is that this data highlights Snapchat’s niche audience reach, and helps to differentiate the app from others, encouraging more ad spend from brands looking for alternative avenues of promotion to its audience.

And it is an effective overview of Snap’s potential, which could help to underline its unique value in the space, as opposed to being viewed as a directly comparative platform.

Worth considering in your plans.

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TikTok tillkännager en enorm ökning av sina videobeskrivningar när det lutar sig åt upptäckt

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TikTok Announces a Huge Increase to its Video Descriptions as it Leans into Discovery

TikTok’s giving users more room to explain their content, and connect with interested users, with a massive expansion of its video description field.

As you can see in this notification, posted by social media expert Matt Navarra, TikTok has expanded the post description field from 300 characters to 2,200 – a 730% increase in the space available to outline your clip.

As explained by TikTok:

“This allows you to express more details about your creations, describing what your videos show, giving you the opportunity to get closer to your audience, generating more engagement while becoming more searchable and better recommended by TikTok to viewers.”

The ‘searchable’ element is the key focus in this respect.

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As we reported recently, TikTok is fast becoming a key search platform for younger audiences, with Googles VP Prabhakar Raghavan recently noting den där:

“In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”

That presents significant opportunity for TikTok, using its highly attuned, personalized, algorithmic approach to refine and showcase relevant search matches, which will increasingly relate to each users’ interests.

That’s how search already functions in the Chinese version of the app, Douyin, with many users now turning to the app for more customized discovery.

As explained by Connie Chan of Andreesen Horowitz:   

“On Douyin, which has been monetizing short-form video search for years, videos are often tagged with the names of stores and other locations, and tapping on these länkar takes users to in-app pages where they can take advantage of large discount coupons or special bookings.

Chan explains that by using its algorithmic advantages in understanding user behaviors, Douyin is able to highlight more relevant search matches to each user, which improves the discovery process, while also enabling people to take advantage of discounts and other offers in the app.

“Thanks to the algorithms and user behavior on Douyin, the app can push new places to a user that he or she would never have thought to search for. Short video effectively enables the continuous discovery of the best places around you, and it gets better with every swipe as the platform better understands you and your interests.

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TikTok’s now looking to tap into the same.

Last month, TikTok launched a new ‘Nearby’ content feed in testing, which displays content posted by users in your current location.

TikTok 'Nearby' feed

As it’s rolled out more broadly, that’ll enable TikTok to showcase locally relevant updates, based on the content that you engage with in your main ‘For You’ feed – which means that TikTok will be able to highlight more posts from local business, events and locations, that relate to your interests.

The added room for your descriptions will enhance this, with more opportunities for keyword matching, in order to showcase more relevant, local content, which could be a big help in highlighting relevant businesses to interested users. And if it follows the lead of Douyin, that could enable brands to offer discounts and connection options direct in-app, utilizing TikTok’s massive presence to great effect.

And with projections that TikTok will reach 1.5 billion users before the year is outthat could be a huge consideration for businesses.

It’s not there just yet, but based on where Douyin has gone with search, you can see the likely roadmap, which could make TikTok an even more important platform for local brands, directly connecting intent and interest to their offerings.

‘More searchable and better recommended’. This is the key note of focus from TikTok’s announcement, and it’s these elements that could become much bigger points of note for brands moving forward.

These are just the first steps, and it may well be worth considering how building a TikTok presence now could help you capitalize on these trends as they become more significant elements in future.



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