What about Snapchat? Part 1 of 2

Edison Research released its 2016 Infinite Dial digital landscape recently, and it’s amazing. If you haven’t downloaded it yet, do so (it’s free). One of the biggest takeaways: what do we do about Snapchat?

To give some context, let’s look at the 2015 social network awareness among all ages:

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We see Facebook, of course, with almost total brand awareness; Twitter and Instagram follow closely behind. What’s amazing is the surge in Snapchat awareness, from 60% to 71% in a year. Awareness, of course, does not necessarily translate into use:

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Interesting that 3 of the top 5 networks are visual in nature. What’s stunning, however, is the use of Snapchat in the 12-24 bracket:

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Snapchat is the most used social network in the 12-24 bracket, which includes the much-talked about Millennials and the generation after them. Think about that. Snapchat is used more by the 12-24 bracket than Facebook. This explains Snapchat’s year over year explosive growth.

The Snapchat Problem: Measurement

The quandary facing marketers and communicators is this: Snapchat provides almost no meaningful measurement. We can’t manage what we can’t measure. Yet if reaching the 12-24 demographic is important to our business, we cannot afford to ignore it. This crisis results in ill-advised actions such as making your premium real estate Times Square billboard a Snapcode (which doesn’t work at most pedestrian angles):

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We need to measure in order to manage. Can we measure Snapchat in any meaningful way, even if the platform doesn’t give us analytics?

Stay tuned. In the next blog post, we’ll examine some ways Snapchat can be measured, with or without their analytics.

Christopher S. Penn
Vice President, Marketing Technology

Download our new eBook, How to Measure the Value of PR

Posted on March 11, 2016 in Analytics, Marketing, Metrics, Snapchat, Snapchat, Social Media

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About the Author

Christopher S. Penn is an authority on digital marketing and marketing technology. A recognized thought leader, author, and speaker, he has shaped three key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, and email marketing. Known for his high-octane, here’s how to get it done approach, his expertise benefits companies such as Citrix Systems, McDonald’s, GoDaddy, McKesson, and many others. His latest work, Leading Innovation, teaches organizations how to implement and scale innovative practices to direct change. Christopher is a highly-sought keynote speaker thanks to his energetic, informative talks. In 2015, he delivered insightful, innovative talks on all aspects of marketing and analytics at over 30 events to critical acclaim. He is a founding member of IBM’s Watson Analytics Predictioneers, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast. Christopher is a Google Analytics Certified Professional and a Google AdWords Certified Professional. He is the author of over two dozen marketing books including bestsellers such as Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero.
  • Nathan Krueger

    This is a very interesting post. I personally do not have a Snapchat, but I feel like everybody around me is constantly on Snapchat so I’m a little surprised some of these numbers aren’t higher. It’s surprising to me that in this day in age we don’t have a more efficient way of measuring Snapchat. Looking forward to the next part of this post to learn more!

  • OliviaAndrus

    This is incredibly interesting. It is hard to believe that snapchat is being recognized as the most used social media network in 2016, yet it is unmeasurable. I think if a business is targeting 12-24 age demographic they cannot afford to miss this channel of social networking.

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