Despite the hype, more than 30 percent of brand accounts are dormant on Snapchat
Among the 427 brands across nine industry verticals surveyed by research firm L2 in its 2017 report, 64 percent of them set up a presence on Snapchat between January and October of last year. But as of last October, only 67 percent of those were active, snapping at least once a month. In comparison, the average brand posts on Instagram about nine times a week (almost 30 times a month), and most brands post on Twitter multiple times a day for customer service purposes. Even Facebook, where post frequency has slowed, brands are still posting at least one to three times per week, according to Taylor Malmsheimer, senior associate for L2.
“The reason that post frequency remains low and sporadic on Snapchat is that many brands lack the internal teams or budgets to produce the volume of content necessary on Snapchat,” said Malmsheimer.
From a creative perspective, Snapchat features like vertical format, text overlay and geofilters are new to the industry. Storytelling on the platform requires “a whole range of human emotions and more thought,” while on Instagram, Facebook, Twitter and Pinterest, advertisers can simply post an image, noted Rob Schipul, svp of social and content systems for agency Arnold Worldwide.
Bill Chamness, vp of strategy for agency Rain, agreed that Snapchat requires a different set of rules and requirements. As he described, since it’s harder to get right, the platform is often too heavy of a lift for brands or agencies whose social media teams are already spread too thin.
It also depends on how a brand has assigned roles for the other social networks because Snapchat may have some overlap or redundancies with other channels, said Chamness. For instance, the brand may be able to reach the same audience and achieve the same objectives with Instagram, so it doesn’t need to invest in Snapchat yet.
Ad budget is another hurdle. Snapchat’s ephemeral nature makes it difficult for brands to justify the internal teams and resource allocation needed to produce platform-specific content, explained L2’s Malmsheimer.
But the low activity rate doesn’t mean that Snapchat has no value for brands. After all, the platform has 150 million daily active users globally. Sometimes, for brands, it’s just a matter of cracking the required workflow.
Birchbox, for instance, has been testing different marketing tricks on Snapchat organically and the company managed to add Snapchat to its social media mix without requiring much more production effort, said Lorelei Orfeo, senior manager for content and social for Birchbox. If Orfeo’s team is doing a photoshoot in the studio, it will snap the behind-the-scenes activity, for example. Or if her team is hosting an event, it will cover it on Snapchat.
“This approach allows us to engage with our customers in a way that’s different than what they’re seeing on our other channels,” she said. “And it supports and adds dimension to the other things we’re working on.”
As Snapchat is trying to beef up its data capabilities through the partnership with Oracle Data Cloud and seeking ad deals worth millions of dollars with holding companies before its initial public offering, there may be fewer brands on Snapchat that constantly create organic content. After all, they don’t necessarily need a Snapchat account to advertise on the platform, said Arnold’s Schipul.
“I don’t think the low post frequency is a bad thing for Snapchat itself because it shows that brands may move from organic to pay to play,” he said. “But for brands, they should be active on Snapchat in a sense that they can get familiar with vertical video — not necessarily grow followers or drive engagement. There is little risk for them in an organic test.”
‘People are looking for ways to work together asynchronously’: Tech providers rush to meet needs of hybrid workplaces
Tech businesses are falling over themselves to arm employers and workforces with what's needed in a hybrid working world.
IPG’s Arun Kumar says the time has passed for the ad industry to regulate itself
Tech giants and government regulators are cracking down on digital tracking, and the ad industry has failed to convince people of tracking's trade-offs, IPG's data and technology officer said in the latest episode of the Digiday Podcast.
Member ExclusiveMarketing Briefing: ‘This year is tougher’: Another virtual Cannes Lions shifts focus to creativity as agency execs count on a return next year
The return of in-person meetings for some vaccinated execs is more appealing that sitting in on another virtual conference. That’s not to say people won’t be attending Cannes but the excitement is more palpable for in-person business meetings, according to agency execs and industry observers.
SponsoredIdentity solution fatigue is setting in: How to keep moving
By Kristina Prokop, CEO and co-founder, Eyeota As we move deeper into 2021, the desperate search for identity solutions that can smooth marketing organizations’ transitions to a cookieless world is reaching a fever pitch. There’s no shortage of new identifiers and identity technologies vying for attention — and that’s a big part of the problem. […]
Member ExclusiveDigiday Research: TikTok has already surpassed Snapchat in the eyes of brands and agencies
Snapchat and TikTok have quickly gotten traction with brands and agencies. Read the latest Digiday Research.
The pandemic’s negative—and possibly long-term—toll on Gen X
Despite the weight of the crisis easing, many Gen Xers are still coping with the pandemic’s negative and far-reaching implications on their psychological, physical and financial health.