Snapchat Shares New Data on its Unique Audience Reach, and Why That's of Value for Brands
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- 12 Aug 2022
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Snapchat has 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. Read More…
