Snapchat Research: Understanding users of Snapchat, their motivations and the role of brands in this emerging platform
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Social Soup surveyed over 1200 Snapchat users, the first research of its kind to discover who the main users of Snapchat are and how brands can utilise Snapchat in their Social Media strategy. This presentation covers: Snapchat how big is it and who's on it?, What are they doing? What content are they sharing and why? and Understand the role of brands on Snapchat and the best examples globally.
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Snapchat Research: Understanding users of Snapchat, their motivations and the role of brands in this emerging platform
- 1. Welcome to Influencer Marketing Platform for Real Influence
- 2. 2 Sharyn Smith CEO/Founder: Social Soup Snapchat username: Sharynph Email: sharyn@socialsoup.com
- 4. 4 Snapchat’s goal is: “to be the best way to communicate — second only to hanging out face-to- face”
- 5. 5 Snapchat launch integration between Bitmoji and Snapchat
- 6. 6 Not a lot known about who is on Snapchat?
- 7. Surveyed in May 2016 Research across 1,221 Snapchat Users of Social Soup community 13-55+ years
- 8. Agenda 1. Snapchat how big is it and who’s on it? 2. What are they doing? What content are they sharing and why? 3. Understand the role of brands on Snapchat and the best examples globally
- 10. April 2015 100 million users globally IAB, Nielson 2016 3 million active in Australia (Feb 2016) Now believed to be more like
- 11. Snapchat Growth in the past year now faster than Instagram for Millennials
- 12. Daily social media usage over time (Aus 2016) D1. How would you describe your current use of the following social media platforms? Base: Total sample, n>1000 for all waves 92 97 31 65 56 51 21 1717 9 5 Wave 1 (Nov'12) Wave 2 (Dec'13) Wave 3 (Jan'15) Wave 4 (Jan'16) Facebook Instagram Youtube Snapchat Twitter Google+ Pinterest
- 13. 13 Every second
- 16. How often are they on Snapchat 55 5349 45 30 41 21 3235 46 68 50 40>35-3930-3425-2918-24<18 When am I not on snapchat! Couple of times a day Just once a day Couple of times a week Couple of times a month Every now and then Base: Under 18: n=32; 18024 n=260; 25-29 n=427; 30-34 n=290; 35-39 n=126 40+ n=86 All figures %“How often are you on Snapchat?”
- 17. 50 Average no. snaps pw Average no. views per snap story 35
- 18. • Snapchat is huge and users are highly engaged • It’s growing and evolving quickly • Who is on it? Most of the people that matter to you
- 19. What are they doing on Snapchat?
- 21. 95 63 46 31 28 21 12 6 Communicating with friends Sharing my story with anyone Getting exclusive content from celebrities Connecting with brands Entertainment news Cross-promote with other social media accounts General news e.g. from CNN Something else What do you use Snapchat for? Base: All respondents: n=1,221 All figures %“What do you use Snapchat for?” Communicate with friends 95% Sharing Stories 63%
- 22. These days I'll snap everything and have grown to love videos. I happily narrate random things and have a good vent now and again! It's such a fab platform. The intimacy it allows is second to none.” Hannah, 25 “
- 23. 23 I love it because I can connect with my friends so instantly and it feels like a much more 'real' way of connecting with them as I get to hear their voices and see them move” Jess, 27 “
- 24. 59 60 4 Special occasions When I see something special Something else Base: All respondents: n=1,196 All figures %“What type of content do you usually share on Snapchat?” What type of content do you share? Everyday stuff Random moments 84% 82%
- 25. Examples of last Snaps sent: “My pug got a new winter jumper sent it to some friends and my story.” “Was about my salad I made for lunch using the Coles salad packs and how easy it was to eat well now. Sent this to friends. Got replies :-)” “The last snapchat was to a friend and it was to say I am bored doing my homework. I got a reply and he said back 'I feel for you'.” “It was a funny one about two flies having intercourse on the wall and I got many replies because I sent it to everyone and put it on my story” Benjamin, 13 Samantha, 24 Hannah, 19 Kristy, 36
- 26. What do they like about Snapchat? 87 77 76 66 56 52 47 39 36 35 It's Fun The Filters It's Easy It's casual See whos viewed my Snaps/Stories Less pressure with no comments/ikes The creativity Its OK not to be perfect That my Snaps disappear Behind the scenes view of famous people “What do you like about Snapchat?” Base: All respondents: n=1,196 All figures % It’s fun 87% The filters 77% It’s easy 76% It’s casual 66%
- 27. 51 43 6 More Photos About the Same More Video Base: All respondents: n=1,196 All figures %“When sending snaps or stories which do you most use photos or videot?” Format of Content Sharing (%) Video significant on the platform
- 28. 28
- 29. 29
- 30. 30 Intend to buy a geofilter in the future 60%
- 31. 62 59 54 50 46 Less Pressure on posting quality content I can choose who I send it to It's more fun My snaps/stories disappear It more closely resembles talking to my friends in real life Base: All respondents: n=1,196 All figures %“What type of content do you usually share on Snapchat?” Top 5 reasons Snapchat is different to instagram Control most important for under 18yrs
- 32. “My kids got me onto it we find as a family we are now doing it together as it has bought us closer where normally the technology keeps us apart. We have so many laughs and now even involving the grandparents - hilarious” Stacie, 45 “
- 33. Snapchat is sharing stories through everyday moments, it’s fun, low pressure, & not perfect just like real life
- 34. What about brands on Snapchat?
- 36. Brands Have Permission Open to seeing brands more on the platform Love/like the idea of brands using Geo Filters 76% 66%
- 37. Brands/ products Base: All respondents: n=1,196 All figures % “Have you taken Snaps with a particular brand or product? Could just be drinking a drink or at a restaurant?” 27% said they probably have but couldn’t name the brand “The last snapchat I sent was the old and new box of Arnotts shapes saying 'ready to compare'. My friends were so intrigued they even asked me to bring them in to work. We had a 'shapes party' and tried to guess the old and new” Ashlee, 20 64% have already snapped brands they can recall
- 38. Failing to incorporate snapchat as a concept and purely uploading a commercial is a big no no in my opinion. It shows a disconnection between the brand and the consumer. It's a big they don't understand us move. Plus not harnessing the fun of snapchat shows that they're missing the point entirely!” !” Brands Take Notice Sarah, 28 “
- 39. Snapchat offers brands the opportunity for authentic story telling
- 40. Brand building and trust used to be all about consistency but now it is more about authenticity
- 41. 3 ways for brands to connect on Snapchat Platform • Filters • Sponsored Lenses • Story ads • Publishers Community • Build your authentic story • Fun engagement and promotions 1. 2. Influencers • Part of influencer stories • Peer to peer through to high reach 3.
- 43. This sponsored lens was viewed 224 million times in one day Taco Bell
- 48. The Labour Party ‘Save Medicare’ Geofilter at the location of the Liberal campaign launch
- 50. Graham Allgood used a geofilter on Snapchat targeted at the office location of his dream job
- 51. 51
- 52. Incredible Results • 120,000 new Snapchat followers. • More than 6.8m Snapchat impressions generated (583k on day one). • More than 26,000 screenshots.
- 53. INFLUENCERS CREATE THE STORY FOR YOU Influencers who share their experience with their followers on Instagram and Snapchat
- 54. 54
- 55. In summary…
- 56. 5 key takeaways on Snapchat 1 The Snapchat user base is growing quickly and they are highly active and engaged 2 Snapchat is now a significant marketing platform and evolving quickly 3 Snapchat is about sharing everyday moments in a fun and relaxed way 4 Users love the intimacy, authenticity and realness of the platform – just like life 5 Brands have an opportunity leverage the Snapchat platform to build trust & authenticity
- 57. 57 Sharyn Smith CEO/Founder: Social Soup Snapchat username: Sharynph Email: sharyn@socialsoup.com
Editor's Notes
- Its mess
- Welcome CEO/Founder Social Soup We are the leading Influencer Platform – we create meaningful connections between brands and influencers – we currently work across Aus/NZ Today we are sharing with you exciting new research we just launched to the media last week and today you are hearing the full story. My goal for today is whether you have been using Snapchat or looking to use it for your brand today that I inspire you about the possibilities of this amazing new platform and give you insights and ideas to take away and use in your business. Before we go into the research want to share a quick video about the journey of social platform and put everything in context.
- Search: Snapchat murders facebook
- Launches in April 2011 - debate on how/who was never called THE SNAPCHAT - but was called picaboo! Realtime stories
- First comprehensive piece of research
- More data to prove the point Snapchat is growing and older demographics are now
- The volume of activity
- Don’t want to be the last on it,
- Lets get the why of Snapchat? And what makes it different
- Ephemeral and persistent Ephemerality is the concept of things being transitory, existing only briefly 10 seconds or 24hrs To the sender – you can now save/memories
- Sharing stories more men Women more one to one intimate
- We asked our community to tell us about the last snap you sent This is the sort of stuff you would be crucified on facebook for! On snapchat – tell me your last snap? Would you upload that to instagram?
- It’s a lot
- A messaging app with much more fun. 7 dwarfs – snow white
- Faceswap scaring people all over the internet Reality augmented with fun!
- 60% said they are likely to buy a geo filter in the future Makes it more fun and they are in ‘control’ Compared to snapchat facebook feels like IBM!
- Permission to not make it Needs to be more like real life
- Snapchats goal!
- Snapchat has moved from being just a millenial playground a marketing tool brands can’t ignore. We often don’t really get it.
- What did the research tell us about brands on Snapchat?
- You HAVE PERMISSION!!! DO IT THE RIGHT WAY
- 93% have included brands already in their stories – for many of the brand here today or your brands this is good news. If you are part of their everyday. And whats great is they are already doing it – Everyday influencers sharing your products
- This quote sums up a lot about what people on the platform told us about brands and how they want brands to behave. They don’t want ads – just a commercial message won’t work They want you to show you get it Harness the fun and playfulness of the platform
- This presents a great opportunity for brands to harness this platform – story telling
- This is a platform oozing with authenticity
- Community: High engagement for a brand. The current algorithm is roughly 65% of your audience will open your snaps Build your authentic story, behind the scene, real and human Great opportunity to fun engagement – screenshot voting and snapping back Snap promotions – lots of brands using the platform really creatively Second area is using the tool and advertising options on the platform its – filters and lenses are great options The advertising platform for A THE BEST BRANDS ARE CURRENTLY USING ALL THREE Will go through some case studies now who is doing it well, not doing it well share some of the learnings we have had on the platform.
- Taco Bell is the gold standard – adopted the platform early have build a following. They get the tone of the content right, great stories and promotions. Use of filters and lenses and have worked with many influencers. Locally in Australia KFC are doing a really good job in this space too if you want someone to follow locally.
- The Taco Bell Using the platform at its best – fun! Who wouldn’t want a taco face! Brilliant awareness driving – how many people saw their friends as a TACO – don’t get much better advertising!
- Los Angeles County Museum – create fun tongue in check snaps of their artworks. Use the platform further with Geo-filters in their snaps and for anyone in the museum. Shows how an unexpected brand can use the playfulness of the platform
- GRUBHUB a food delivery service have a community on Snapchat - famous for their competitions that get their customers drawing. Companies like Amazon are doing great limited promotions.
- A feature at Social Soup we used recently for the laucnh of Finding Dory. We asked our community to get creative with the drawing tools on snapchat. We were absulutely blown away by the response.
- Geofilters present a cost effective – place your message around a location or Geo filters – we’ve only just seen the beginning of the opportunity for this application.
- This election we saw our political parties get active on Snapchats. The Labour party created a very clever geo filter targeted at the location of the Liberal party launch.
- The day before the election a Liberal Party sponsored lens appears within the app – the problem for this activation of the platform was it WAS ENTIRELY JUST A COMMERCIAL MESSAGE. It wasn’t fun, playful and widely gave
- A really interesting use a filter Graham All good created a Snapchat filter geotargeting the company where he wanted to work . When people at that office opened their app they found Graham Allgood there bringing HIS message to them.
- Partnering with Vine star Paul Logan, Sour Patch Kids used the power of influencer marketing to massively increase its Snapchat following. What you have to understand is Paul Logan is big deal on vine and now Snapchat so when he brings his ‘brand’ people watch it and engage. Its not going to win an Oscar But what it got was results!
- What influencers are relevant to your brand? Think storytellers.
- Different use of filters
- If the white house can do it – any brand can! Invited influencers across instagram and snapchat to come to the white house. Branden Harvey These are scenes out of the very first snapchat story. The goal for the white house would be to make their brand more accessible and relevant to a millennial audience.
- We have quite quickly moved from a world where brands thought it was risky to be in the platform to they should not ask themselves the RISK OF NOT BEING THERE.