How brands are using Snapchat – branded snap frequency, completion rates and content insights

Anne Freier

In Mobile Advertising

February 14, 2017


Source Snaplytics

Though originally branded as a messaging app for teenagers, Snapchat has quickly accumulated a Millennial audience.
Now, Snaplytics, the SaaS company offering Snapchat marketing insights, has just released a comprehensive survey of Snapchat data to understand why brands may be using the social site to advertise.
Snaplytics asked 500 brands with 24,180 Snapchat stories and a total of 217,000 Snaps how they reach their target audiences across the app.
According to research firm Piper Jaffray, 35% of teenagers consider Snapchat their favourite social platform.
Having just reported how consumers view Snapchat advertising, now it’s the brands’ turn.
According to the survey, 61% of content posted by brands are videos. Indeed, the number of branded videos posted increased 5% from Q1 2016.
The average number of snaps in a story now is around 11.
When it comes to posting frequency, consistency is king, with two times a week being the average.
Fewer stories were posted on Sundays and Mondays, which may be due to weaker open rates. However, Snaplytics argues that it could be due to weak automation and scheduled publishing features available on Snapchat.
Completion rates of audiences viewing a full story increased 4% to 88% from the previous quarter.
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Interestingly, completion rates tend to vary according to length of a post. Longer stories prompt fewer completion rates. In addition, quality of the story accounts for 62% of completion rates.
Thomas Cilius, Founder and CEO, Snaplytics, explains:

“Snapchat is unique because it allows businesses to connect with people in the moment and offer a different brand experience. It’s the only social network where marketers aren’t seeing a decline in reach. With 161 million daily active users on Snapchat, brands are quickly learning this is the go-to outlet because it allows them to engage their brand ambassadors and deliver content that really resonates with people, in real-time.”

Snaplytics also provided some vital insights into what brands should consider when it comes to their marketing strategy.
Followers tend to find brands by username 64% of the time, which is why retaining a simple version or the exact version of one’s brand name is important. This also ensured better cross-linking to other social networks. Another 25% of consumers joined by Snapcode and 9% through deep-linking.
Username promotion is a key ingredient for brands to attract and retain users. Discoverability is significantly eased by ensuring that usernames are the same across social media platforms.
Cilius adds:

“It is essential for marketers to be creative and build followers quickly since our research shows that recommendations and calls-to-action made through Snapchat are much stronger than what is accomplished with Facebook or Instagram.”