Facebook & Snapchat
Daniel Ord Rasmussen
I’m an analyst at
Seismonaut in Aarhus.
We work with digital and
social media, social
business and digital
We’ve done projects with
public and private
sector companies since
Today I’d like to talk
about a few trends in
the European market -
that might also be
relevant around the
Those trends are
changes to Facebook
reach and the rise of
closed social media.
Where did my
It’s mostly Facebook
Facebook has a problem:
There is a ﬁnite amount of space in the News
Feed for both organic content and paid
As a business on Facebook (and on social
media), you need to be aware of this!
It might mean:
• Fewer but better updates
• More focussed content
• Changes to budgets
• Should we really be on Facebook anymore?
What should you do right now?
• Make peace with the fact that reach has
• Make a decision about your budget
• Consider using Facebook diﬀerently -
have you heard of Dark Posts? It’s split
testing for Facebook-updates.
The most important thing is still
“Nine out of ten Egyptians and Tunisians responded to a poll that
they used Facebook to organize protests and spread awareness.”
But let’s be honest -
not all the content is great.
You’ve probably heard that
“secret social” is all the
rage at the moment
A secret or closed social platform is:
• Not public
• Often between small groups of people
• Often used for small, sporadic content
Examples are Snapchat, Whatsapp,
Telegram, Kik, Tango, Line...
1. I don’t want the web
2. I don’t want to talk to
everyone at once
3. I don’t want to pay for
4. I don’t want the
NSA listening in
Probably one of three reasons:
1.I don’t want the web to remember everything
2.I don’t want to talk to everyone at once
3.I don’t want to pay for text messages
4.I don’t want the NSA to listen in
Let’s look at Snapchat
What is Snapchat?
• Send pictures (snaps) with writing and
drawings to friends.
• Once the message has been seen, it deletes
• Also has “Stories” - public messages that
last for 24 hours
• Currently mostly 13 - 25 y.o.’s
What about business?
• Direct channel to users - feels like a personal
• Good for teasers
• A very engaged audience - high opening rate
(more on that in a bit)
• Casual messages seem to work best - rough
graphics are better
Key Points from DR P3
• Access to a platform where young people are - traditionally an
unloyal and ﬂeeting group
• High opening rate - very important
• Timing: FB & Twitter peak in the evening - Snapchat peaks at
different times during the day, school hours and after school.
Age + timing + opening rate
Currently about 2500 “friends”
Source: Interview with Lasse From, DR and #140Tegn
• Time if using one-to-one messages
• Lack of business features
• Lack of statistics
• Flaky app, slightly unsure future
“It's not how many followers you have, it's
how many care. It's not width, it's depth.
It's not how many impressions you get, it's
how much attention you get.”