Since 2011, Snapchat has grown up a lot. While most people know it as the app that lets you send direct disappearing photos to your friends, the app has a whole lot more depth to it in today’s mobile scene. It offers interactive filtering options, branded filters, live news stories, and even a feature that lets you send cash to a friend.
Its popularity and growth has escalated quickly and is impressive in comparison it other platforms. In November 2015, Harvard researchers found that 36% of 18–29-year-old Americans have a Snapchat account, up from 28% in 2014. Today, the app has over 100 million daily active users.
Snapchat is now the third most popular social app among millennials, according to a recent report by comScore, which finds that Snapchat has 32.9% penetration on these young users’ mobile phones, trailing only Instagram (43.1%) and Facebook (75.6%).
While some marketers have already jumped on the opportunity to build an audience using the popular app, many are wondering where to start. How do people really use Snapchat? And how can marketers like us use that information to create compelling social content?
In a world where a third of users have deleted or deactivated entire social accounts – Many are now interested to gravitate toward an app that treats content as disposable. This is surely an app that will continue to resonate with today’s younger smartphone users. It’s a reimagining of a social network for the generation who grew up reprimanded for over-sharing on Facebook and other social media platforms; for those who watched as Facebook shifted the ground underneath them, tricking users into public sharing with privacy policies that were moving targets.
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