Snapchat Daily Active Users
In a recent statement by Snapchat CEO Evan Spiegel, Snapchat’s daily active users is close to the 100 million mark. In spite of the large number of active daily users on Facebook, Spiegel reveals that Snapchat users watch half as many videos as Facebook users.
Snapchat daily active users are growing by the day
In April, Snapchat revealed that vertical videos were the most viewed on Snapchat. In order to view a video, Snapchat users had to keep their finger on the screen, a huge indication of user engagement with the platform. The advantage of this was user engagement but for longer videos this would make users uncomfortable. Spiegel revealed that Snapchat might implement changes to how users can view videos, without placing their fingers on the screen all the time.
In an interview with Spiegel, he talked about the possibility of a market correction and Snapchat being ready for this. What Snapchat is not ready for is an acquisition: Spiegel insisted that Snapchat will be more fun as an independent company.
Brands that are exposed to Snapchat daily active users
Savvy marketers realised the potential of Snapchat and access to the iPhones of 18-34 year olds around the world. The Comscore report found that penetration was 32.9% with Snapchat and amongst the 18-24 year old user base, penetration was as high as 50%. In addition to the visual rich content on Snapchat, brands could also leverage the huge amount of ephemeral content that would grab user’s attention.
Not one to miss out Snapchat’s potential, Taco Bell launched a Spicy Chicken Cool Ranch Doritos Locos Tacos as part of 6 minute mini movie. The informal footage was filmed in under 24 hours with creative agency Deutsch LA but the effect was instantaneous in tapping into millenial’s love for celebrities, fast food and music.
Using exclusive photos of Le Bron and star athletes such as Richard Sherman and Johnny Manziel, MacDonald’s was able to engage Snapchat users in a creative and fresh way. Instead of using the same content on other platforms, MacDonald’s have really differentiated content for Snapchat users and created a strong social presence.
In the fashion circle, Rebecca Minkoff is a brand that used Snapchat to great effect. They gave Snapchat users exclusive glimpses into the 2014 Spring Collection before they appeared on the New York Fashion runway. The fact that Snapchat was so ephemeral meant users had to pay attention and they felt like getting the inside scoop.