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Welcome to
Influencer Marketing Platform
for Real Influence
2
Sharyn Smith
CEO/Founder: Social Soup
Snapchat username: Sharynph
Email: sharyn@socialsoup.com
4
Snapchat’s goal is:
“to be the best way
to communicate —
second only to
hanging out face-to-
face”
5
Snapchat launch integration
between Bitmoji and Snapchat
6
Not a lot known about
who is on Snapchat?
Surveyed in
May 2016
Research
across
1,221
Snapchat
Users
of Social Soup
community
13-55+ years
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. Unders...
How Big is
Snapchat?
April 2015
100 million
users globally
IAB, Nielson 2016
3 million
active
in Australia
(Feb 2016)
Now
believed to
be more l...
Snapchat
Growth
in the past year
now faster than
Instagram for
Millennials
Daily
social
media
usage
over
time
(Aus
2016)
D1. How would you describe your current use of the following social media pl...
13
Every second
Facebook
4,630
Whatsapp
8,102
Snapchat
8,796
Instagram
810
Photos
shared
Per
Second
Photoworld
May 2015
Market
Pene-
tration
(US)
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!
Cou...
50
Average no. snaps pw
Average no. views
per snap story
35
• Snapchat is huge and users
are highly engaged
• It’s growing and evolving
quickly
• Who is on it? Most of the
people tha...
What are they doing on
Snapchat?
Ephemeral
20
Story
Telling
Now
Fun
4 things
that make
Snapchat
different
95
63
46
31
28
21
12
6
Communicating with friends
Sharing my story with anyone
Getting exclusive content from celebrities
...
These days I'll snap
everything and have grown to
love videos. I happily narrate
random things and have a
good vent now an...
23
I love it because I can
connect with my friends so
instantly and it feels like a
much more 'real' way of
connecting wit...
59
60
4
Special occasions
When I see something special
Something else
Base: All respondents: n=1,196 All figures %“What ty...
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 ...
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...
51
43
6
More Photos
About the Same
More Video
Base: All respondents: n=1,196 All figures %“When sending snaps or stories w...
28
29
30
Intend to buy
a geofilter in
the future
60%
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 disap...
“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
tec...
Snapchat is
sharing
stories
through
everyday
moments,
it’s fun, low
pressure, &
not perfect
just like real
life
What about brands on
Snapchat?
Brands
Have
Permission
Open to
seeing
brands
more on the
platform Love/like
the idea of
brands
using Geo
Filters
76%
66%
Brands/
products
Base: All respondents: n=1,196 All figures % “Have you taken Snaps with a particular brand or product? Co...
Failing to incorporate snapchat as
a concept and purely uploading a
commercial is a big no no in my
opinion. It shows a di...
Snapchat
offers brands
the opportunity
for authentic
story telling
Brand building
and trust used
to be all about
consistency
but now it is
more about
authenticity
3 ways for brands to connect on Snapchat
Platform
• Filters
• Sponsored
Lenses
• Story ads
• Publishers
Community
• Build ...
This sponsored lens
was viewed 224
million times in one
day
Taco Bell
The Labour Party
‘Save Medicare’
Geofilter at the
location of the
Liberal campaign
launch
Graham Allgood
used a geofilter
on Snapchat
targeted at the
office location of
his dream job
51
Incredible Results
• 120,000 new Snapchat followers.
• More than 6.8m Snapchat
impressions generated (583k on
day one).
• ...
INFLUENCERS CREATE
THE STORY FOR YOU
Influencers who
share their
experience with
their followers
on Instagram and
Snapchat
54
In summary…
5 key takeaways on Snapchat
1 The Snapchat user base is growing quickly and
they are highly active and engaged
2 Snapchat ...
57
Sharyn Smith
CEO/Founder: Social Soup
Snapchat username: Sharynph
Email: sharyn@socialsoup.com
Snapchat Research: Understanding users of Snapchat, their motivations and the role of brands in this emerging platform
Snapchat Research: Understanding users of Snapchat, their motivations and the role of brands in this emerging platform
Snapchat Research: Understanding users of Snapchat, their motivations and the role of brands in this emerging platform
Snapchat Research: Understanding users of Snapchat, their motivations and the role of brands in this emerging platform
Snapchat Research: Understanding users of Snapchat, their motivations and the role of brands in this emerging platform
Snapchat Research: Understanding users of Snapchat, their motivations and the role of brands in this emerging platform
Snapchat Research: Understanding users of Snapchat, their motivations and the role of brands in this emerging platform
Snapchat Research: Understanding users of Snapchat, their motivations and the role of brands in this emerging platform
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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.

Published in: Marketing
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Snapchat Research: Understanding users of Snapchat, their motivations and the role of brands in this emerging platform

  1. 1. Welcome to Influencer Marketing Platform for Real Influence
  2. 2. 2 Sharyn Smith CEO/Founder: Social Soup Snapchat username: Sharynph Email: sharyn@socialsoup.com
  3. 3. 4 Snapchat’s goal is: “to be the best way to communicate — second only to hanging out face-to- face”
  4. 4. 5 Snapchat launch integration between Bitmoji and Snapchat
  5. 5. 6 Not a lot known about who is on Snapchat?
  6. 6. Surveyed in May 2016 Research across 1,221 Snapchat Users of Social Soup community 13-55+ years
  7. 7. 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
  8. 8. How Big is Snapchat?
  9. 9. April 2015 100 million users globally IAB, Nielson 2016 3 million active in Australia (Feb 2016) Now believed to be more like
  10. 10. Snapchat Growth in the past year now faster than Instagram for Millennials
  11. 11. 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
  12. 12. 13 Every second
  13. 13. Facebook 4,630 Whatsapp 8,102 Snapchat 8,796 Instagram 810 Photos shared Per Second Photoworld May 2015
  14. 14. Market Pene- tration (US)
  15. 15. 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?”
  16. 16. 50 Average no. snaps pw Average no. views per snap story 35
  17. 17. • 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
  18. 18. What are they doing on Snapchat?
  19. 19. Ephemeral 20 Story Telling Now Fun 4 things that make Snapchat different
  20. 20. 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%
  21. 21. 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 “
  22. 22. 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 “
  23. 23. 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%
  24. 24. 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
  25. 25. 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%
  26. 26. 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
  27. 27. 28
  28. 28. 29
  29. 29. 30 Intend to buy a geofilter in the future 60%
  30. 30. 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
  31. 31. “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 “
  32. 32. Snapchat is sharing stories through everyday moments, it’s fun, low pressure, & not perfect just like real life
  33. 33. What about brands on Snapchat?
  34. 34. Brands Have Permission Open to seeing brands more on the platform Love/like the idea of brands using Geo Filters 76% 66%
  35. 35. 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
  36. 36. 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 “
  37. 37. Snapchat offers brands the opportunity for authentic story telling
  38. 38. Brand building and trust used to be all about consistency but now it is more about authenticity
  39. 39. 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.
  40. 40. This sponsored lens was viewed 224 million times in one day Taco Bell
  41. 41. The Labour Party ‘Save Medicare’ Geofilter at the location of the Liberal campaign launch
  42. 42. Graham Allgood used a geofilter on Snapchat targeted at the office location of his dream job
  43. 43. 51
  44. 44. Incredible Results • 120,000 new Snapchat followers. • More than 6.8m Snapchat impressions generated (583k on day one). • More than 26,000 screenshots.
  45. 45. INFLUENCERS CREATE THE STORY FOR YOU Influencers who share their experience with their followers on Instagram and Snapchat
  46. 46. 54
  47. 47. In summary…
  48. 48. 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
  49. 49. 57 Sharyn Smith CEO/Founder: Social Soup Snapchat username: Sharynph Email: sharyn@socialsoup.com

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