Is Snapchat back in fashion? When the platform first broke out, all sorts of brands rushed to share their latest products and campaigns. But over the years, many have abandoned Snapchat, confused by how the platform works and discouraged by declining views. Today, Snapchat’s audience pales in comparison to Instagram, Facebook and even relative newcomer TikTok.
But the brands that have stuck around are finding success as more users flock to #Snapchat. In its most recent earnings report, Snap Inc. said it had 203 million active users, up from 188 million a year earlier. Teens are driving those numbers — 90 percent of users are between the ages of 13 and 24. Revenue is also up 48 percent. Snapchat is bouncing back at a time when private messaging platforms are becoming the social media of choice. Snapchat has also found its niche for fashion advertising, since teens are precisely the demographic many brands are looking to target.
The trick for brands to flourish on Snapchat is adapting to its unusual format. Former American Vogue editor Selby Drummond says, when she joined Snapchat as head of fashion and beauty last year, she was not surprised to hear that many brands had abandoned the platform. According to Drummond, many brands that left were pursuing a flawed strategy, where they posted the same content across social media. The most successful fashion brands on Snapchat avoid the glossy Instagram aesthetic.
Gen Z has taken an affinity to Snapchat precisely because its metrics are hidden; the platform is not fueled by the number of likes, comments and views. It’s not just that teens prefer Snapchat; they are also highly engaged on the platform. It’s user demographic is extremely loyal to the platform; 92 percent of its users exclusively use Snapchat, according to App Annie. Learn more about Snapchat’s secret to survival at businessoffashion.com. [Link in bio]