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.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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