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Snapchat Benchmarks for Brands

by Ayaz Nanji  |  
February 28, 2017

Most consumers find a brand's Snapchat account by being directed to the username, or by searching for the username, according to recent data from Snaplytics.

The report was based on an analysis of Snaplytics 4Q16 data for more than 500 brands. The researchers examined 24,180 stories (defined as a series of snaps posted to a brand's "My Story" less than two hours apart) and more than 217,000 individual snaps.

Some 64% of new followers, on average, find a brand's Snapchat account via the username.

Fully 25% arrive via the Snapcode function, while 9% arrive via deeplinks and 2% via other methods.

Brands posted 13 stories, on average, each month in the fourth quarter of 2016—down slightly from 14 stories, on average, in the third quarter of 2016.

Each brand story was made up of 11.3 snaps, on average, in 4Q16, the analysis found.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Audrey D. Mon Apr 3, 2017 via web

    I think this article is highlighting one of the most important social media platforms today. Snapchat is emerging as a fierce competitor among huge social media giants like Facebook, Twitter, and Instagram. What snapchat provides that other platforms are just now getting around to are live, in-the-moment content. Snapchat is adding a human element to social media that the other giants do not hit as effectively. Snapchat allows your business to showcase the people, product, services it is providing with content that is not highly edited and altered as some of the other platforms are. A lot of the time when you look at a companies Facebook page or their Instagram it can be very misleading or not a great representation of what this company is really like. It only showcases the best of the best, their greatest accomplishments, ect. Snapchat gives you an inside to what the company is like on more of a day-to-day basis, rather than only the best photos that show how spectacular the brand or company is. Snapchat is also really competitive with younger crowds. The first thing snapchat users do when they take a picture or video is scroll through to see all the geo-tags available in the area. Companies and big brands that create engaging and interesting geo-tags that appear in specific locations around a city are tackling a huge marketing/advertising feat by now having people market their company name. It then becomes a word of mouth game, because when you view your friends snapchats and see they have used a geo-tag or filter, it makes you use it and then post content with their company name. It is a very cost-effective way of marketing that takes the responsibility off of the shoulders of the company, and utilizes free labor (snapchat users) to spread the company name. Snapchat does an excellent job of evolving with marketing trends and predicting future trends.

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