Snaplytics, a SaaS company specialising in Snapchat marketing insights, has recently unveiled the results of a survey that explored how brands utilised the social site to connect with their followers.
The Snaplytics report analysed the Snapchat data of 500 brands, which comprised of 24,180 Snapchat stories and a total of 217,000 Snaps.
In addition to analysing how brands shared their content, the report also provided metrics and insights around how brands could enhance their respective marketing strategy. This included examining the rate of posting in relation to keeping followers engaged, the different types of media and their impact, as well as the different approaches adopted by different brands.
Thomas Cilius, founder and CEO, Snaplytics, commented: “Snapchat is unique because it allows businesses to connect with people in the moment and offer a different brand experience.”
He added: “It’s the only social network where marketers aren’t seeing a decline in reach. With 161 million daily active users on Snapchat, brands are quickly learning this is the go-to outlet because it allows them to engage their brand ambassadors and deliver content that really resonates with people, in real-time.”
Key findings from the survey found that 61% of content shared by brands on Snapchat came in the form of video, a 5% increase from the first quarter of 2016. Furthermore, the number of snaps in a story averaged at around 11 snaps per update, brands posted, on average, content two times a week, and the completion rate climbed to 88%, compared to 84% in the previous quarter.
“It is essential for marketers to be creative and build followers quickly since our research shows that recommendations and calls-to-action made through Snapchat are much stronger than what is accomplished with Facebook or Instagram,” added Cilius.