According to teens, Snapchat is a more important social network than Facebook. What’s more, Snapchat’s relevance is increasing, while Facebook’s is declining. That’s because among 12-17 year olds* Snapchat is considered cool, and Facebook is not.
Snapchat is used by more teens than Facebook. 72% of young adults are on the app, up from 57% last year. Over the same period, Facebook’s usage dropped to 68% from 74% and Instagram’s remained constant at 67%.
In the past, people have downplayed Snapchat’s importance by noting that young adults spend the majority of their time on Facebook. That is changing rapidly. 32% of teens say Facebook is the social net they use most, down from 43% last year. Meanwhile, 26% use Snapchat most frequently, up from 15% in 12 short months.
8 Billion (with a B) videos are watched daily on Snapchat—-the same as on Facebook.
Snapchat is not just a teen phenomenon. It is the fourth most popular social network among consumers of all ages. Its user base has surpassed Twitter and LinkedIn, and is rapidly closing in on Pinterest.
Marketers are starting to take note, with 36% saying they would like to spend money on Snapchat advertising this year.
What are the implications for your business?
- Have you allocated money to experimenting with Snapchat this year?
- Have you learned the nuances of marketing on Snapchat? It is a tricky platform for brands to use.
For help developing powerful digital strategies that work, compelling marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or Maura@Brandology.com.
* Every survey defines “teens” differently: 12-17 years old, 12-24 years old, 18-24 years old. For simplicity, I have called all those age groupings “teens.”
Sources: Advertising Age 2015, Edison Research 2016, Forrester 2015, Piper Jaffray 2015
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