Here One Minute, Gone the Next: Brand Use of Snapchat

Claire Gummo  May 25, 2016

A recent survey has revealed that Snapchat can be a valuable tool for brands in reaching Millennials.

Snapchat is a social media platform that allows users to share images, videos, and text for brief amounts of time before the content vanishes. It also contains a “Discover” component where media outlets and brands can share content that swaps out on a daily basis.

As Millennials, Snapchat appeals to our inclination for short, ‘snackable’ content.

Snapchat

The study, which was conducted for Variety, showed that 23% of Snapchat users checked “Discover” at least once a day. Brands like Buzzfeed are making intelligent use of the feature by designing content specifically for the platform.

While chatting with friends remains the highest ranked use for the app, access to brand content was also significant.

These findings on Millennial usage are consistent with a study by Abacus Data conducted on Millennial Facebook use. Our survey found that over 90% of respondents aged 18-29 had a Facebook account.

Whether it be Snapchat or Facebook, it is clear that social media is a key component of any Millennial strategy. Contact our team to discover how we can help your business better understand Canada’s largest and most influential consumer group.

Which Millennial is most likely to ‘Snap’ their latest purchase? : The Firefly

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