Study: 87.5% of brand followers on Snapchat complete opened stories

Dive Brief:

  • Snaplytics, an SaaS firm dedicated to Snapchat insights, released its quarterly metrics report for Q4 2016 with findings on brand engagement on the social media app.
  • Key takeaways included that for brands posting stories to the app, 54.8% of followers will open stories and 87.5% will complete the full story after opening. Thirteen stories are posted monthly on average per brand with 11 snaps per story, of which 61% are videos.
  • As for how new followers find brands on Snapchat, 64% searched for the Snapchat username, 25% used Snapcodes and 9% used deeplinks.

Dive Insight:

The Snaplytics research provides valuable insight for marketers into what is still a relatively new, but quickly growing, marketing platform. One important takeaway is that users are highly engaged, with Snaplytics reporting 161 million daily active users visit the app more than 18 times a day and spend an average of 25-30 minutes in the app while creating 2.5 billion snaps daily.

With marketers seeing declining organic reach in social media posts on almost all platforms except for Snapchat, per Snaplytics, the high level of engagement can translate to strong results for brands who get in front of users with content tailored for Snapchat, which offers a unique multi-media mix. Snaplytics research suggests that the reason Snapchat's organic reach is growing is that it offers a direct form of communication without getting too personal.

Most brands are posting on Snapchat two times per week between Wednesdays and Saturdays, per Snaplytics. This has created an opportunity for marketers to take advantage of posting on Sunday and Monday where there is fewer branded stories on the app.

Filed Under: Social Media Trends Mobile
Top image credit: STATS