Customers Continue to Engage with Snapchat Marketing Content

Brand marketers are turning to several social media channels to reach out to their target audiences, but how are they utilizing Snapchat?

To dive deeper into how marketers are making the most of this channel, Snaplytics conducted its quarterly report on Snapchat usage among brand marketing professionals. Statistics showed that Thursday (16 percent), Friday (17 percent) and Saturday (17 percent) were the most popular days for Snapchat posting among brand marketers. On average, most respondents said that they post at least three times a week.

When it comes to Snapchat Stories, advertising and marketing professionals average six Snaps per Story. In the second quarter, respondents posted slightly fewer images (45 percent vs. 46 percent in Q1) and more videos (55 percent vs. 54 percent in Q1). Advertisers and marketers, in particular, leaned more toward video content (51 percent) compared to images (49 percent).

The completion rate for Stories in the second quarter was 91 percent, indicating that customers are fully engaging with brand marketers’ Snapchat content. This was on par with the 91 percent completion rate recorded in the first quarter of 2017, and an increase from the 87 percent documented in the fourth quarter of last year.

Instagram, Snapchat and Digital Marketing

Although Snapchat is a popular marketing channel, previous research suggests that it is not at the top of the list for marketers.

A survey of 1,600 marketing professionals conducted by Ad Age and RBC Capital Markets discovered that the majority of marketers (64 percent) are most interested in advertising on Instagram. Thirty-seven percent said the same about Snapchat, and 119 respondents claimed that they will “significantly” or “modestly” increase the spending on the platform in the coming months.

Difficulty measuring KPIs in relation to ROI, poor targeting, small user engagement and increased competition from Instagram were the most popular reasons for lower Snapchat use.