Sahail Ashraf posted on 13 April 2022
Snapchat has released its Snapchat Generation report for 2022. What can brands learn from it that is useful?
Snapchat hasn’t exactly been at the very top of the social media tree, but it has a definite home among younger demographics. That younger demographic audience is wholly recognised by Snapchat, and that is reflected in its latest Snapchat Generation report. The 2022 version of the report makes for some very interesting reading, and it even holds some useful pieces of information for social media marketers.
The good thing about the report from a marketing expert’s point of view is that it outlines some key trends among the users of the platform. Understanding these trends and how they are shaping the platform’s usage can mean the difference between a high-quality Snapchat campaign and one that goes nowhere.
We’ve put together a headline view on the report below, but you can access the whole thing by going here.
One of the key findings in the report concerns usage. Snapchat explains that the platform is now very much a place where friends spend time sharing personal moments.
This is an interesting point. Snapchat (according to Snapchat) is where people like to go to communicate with friends. Remember that just a few years ago Facebook was seen as the app where people shared photos and experiences with their friends. It was seen to dominate in this area in fact. Snapchat now feels it is the one place where people can really get personal and basically have fun.
It’s a more intimate platform and more comfortable for friends than other platforms might be. In the report, Snapchat states:
Snapchatters are looking for brands that can meet them where they are. This means complementing the experience they have on the app, an experience defined by freedom, safety, and individuality. Brands have to accept Snapchatters for who they are and consider ways to embed themselves seamlessly into this generation’s everyday conversations. Remember — openness and transparency are key for this.
Users of Snapchat appreciate the ease of use aspect when it comes to sending photos and videos. Anyone who doesn’t know Snapchat sees it as just another messaging service, but it definitely has the edge with visuals, allowing users to communicate quickly and more effectively.
For brands, the key message is, according to the report:
To connect with Snapchatters, brands will do well to adapt and build a strategy around a camera- first mentality. As Snapchatters are a diverse group of people, brands that limit themselves to targeting one type of consumer are in danger of being left behind. Brands that prioritize inclusivity and lead with an empathic vision will thrive.
It is worth bearing in mind here that Snapchat makes a point of mentioning Augmented Reality. It obviously sees this as a clear area for development for brands.
Snapchat is heavily pushing the social mission aspect of the platform. Recognising that users are focused on having fun on Snapchat, it’s also true that ‘the greater good’ is important to Snappers too.
Essentially, if a user is able to make a difference on the platform, even with something as simple as raising awareness of an issue, they’re happy. One key example is shopping. Snapchat users, according to the report, value the fact that they can minimise impact on the planet by using Snapchat to shop.
Importantly, Snapchat users are now twice more likely to discuss political and social matters on the platform, which just shows how the tone of Snapchat has changed.
According to the report:
Snapchatters, in particular, are looking to buy into brands they can support, promote, and stand behind. It will work well for brands if they are open, honest, and clear about their values, motivations, and goals. Brands can help build communities. Brand loyalty is a powerful socializing force among Snapchatters. Snapchatters enjoy talking to people who share their love for a brand. Harness this – bring people together and facilitate connections.
Over 19,000 people were surveyed for the report. It was pretty comprehensive. Moving forward, if brands are getting a handle on Snapchat and want to up their game, the points made in the report can be incredibly useful.
As always, focus on one key takeaway at a time. Be methodical and strengthen each area and you should see business growth via Snapchat soon enough.
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