Why Snapchat is Winning the Attention Game

People have been predicting the rise of Snapchat for a number of years now but 2016 has definitely seen the social app force its way into the Internet elite.

Reports vary but Snapchat now has approximately 150 million daily users globally and Twitter has an estimated 140 million. When you consider that people normally refer to Twitter as being the dominant social player after Facebook you might want to start paying proper attention to the little Snapchat ghost out there… Everybody else is!

Disappearing content

One of the key factors determining the “attention” commodity is content saturation and availability. Nowadays millions of brands and businesses are constantly publishing content on all the major social channels and this has led to consumer apathy. We know we can refer back, or return to, that Instagram image, Youtube video or Facebook post at any time. The beauty of Snapchat revolves, partly, around its promotion of “disappearing content”. Each video or image can only ever exist for a maximum of 10 seconds and Stories disappear after 24 hours so this keeps attention levels high for each piece of content published. The introduction of Stories was a revelation and it’s no surprise that Instagram eventually hopped on the bandwagon. With Stories, brands have the ability to create long-form pieces of content that can be consumed in bite-sized chunks. This allows you to tell your story in a creative and engaging way but also allows the user to consume as and when they want and on their terms and we’ve seen the results. One of the major fashion brands currently using Snaplytics achieved an 86% open rate, over 27,000 opens, on a Snapchat story featuring 33 unique pieces of content. Similarly, a beauty brand hit an 80% open rate while an education business achieved a crazy 96% open rate. Can you imagine getting the same return on Facebook, Instagram or via email marketing? It’s almost virtually impossible due to the saturation on those platforms and this makes Snapchat such a massive business opportunity right now.

Closed network

Another major factor that increases consumer attention on Snapchat is the fact that it’s a closed social network unlike the other major players out there. With the lack of any real search and discovery options Snapchat remains a closed network in which users actively add only the people, businesses or brands they want to follow. This subtle difference means users are much more likely to pay attention to your content because they made the commitment to follow you. On Facebook, and other platforms, content is pushed via newsfeeds and suggestions but with Snapchat the user has complete control over what they interact with and we’ve seen the results over various industries. One broadcaster produced a story, with 21 unique pieces of content that was opened by 13500 people!

So What?

Everyone knows about the Diffusion of Innovation model and social channels are no different. Snapchat’s early innovators and adopters were younger people in their teens and twenties but recently the user demographic has aged upwards and this trend is set to continue. With this growth and expansion of the user base Snapchat is set to grab more and more attention and that will only be a good thing for brands committed to the platform. To commit your business to Snapchat you need to include it in your social media strategy, consider what type of content you want to create and follow other brands to get those creative juices flowing! You might also want to monitor what your competitors are doing and, don’t tell anyone but, we’re going to launch a new service to help you… Snapchat is winning the attention game and you’re about to start winning with them too.


https://www.statista.com/statistics/326452/snapchat-age-group-usa/ http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/ https://www.statista.com/topics/2882/snapchat/ https://www.riseinteractive.com/resource-library/blog/instagram-stories-and-snapchat-battle-for-marketers-attention https://www.garyvaynerchuk.com/the-snapchat-ghost-is-growing-up-why-you-need-to-pay-attention-to-snapchat/

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