The Snapchat Statistics Every Marketer Needs To Know
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The 10 Snapchat Statistics Marketers & Advertisers Need To Know In 2017
UPDATED November 10, 2017 — With its latest 2017 Q3 Earnings Report, Snap released significant statistics and trends detailing its current struggles namely a declining quarterly user growth of 3%, a major 60% drop in advertising rates, $40 million unsold Snapchat Spectacles inventory, and more. Additionally, further recent studies have shown how top social media influencers are now posting 2x as more on Instagram Stories vs. Snapchat. Snap acknowledged its head-on competition from Facebook and also mentioned paying influencers to use Snapchat in an effort to spur growth and possibly remedy poor treatment of influencers and content creators prior.
UPDATED May 15, 2017 — in light of Snapchat's recent IPO and Q1 2017 earnings report, we've added relevant updates to our post. Original Snapchat statistics have been preserved for posterity. For more information on Snapchat's IPO, visit our explainer post here. Additionally, see how Snapchat's IPO compares to Facebook and Twitter in one cheat sheet and how Snapchat's Spectacles is forecasted to reach $5 billion or more by 2020.
Last December, the NFL became Snapchat's first sports partner (Business Insider). In January 2016, the White House launched its Snapchat account using the handle @WhiteHouse (WSJ). In a recently eMarketer study, 22% of senior advertising executives surveyed planned to advertise on the $20 billion-valued social photo and video sharing app Snapchat in 2016. To see Snapchat's current state and projections for future growth, see these 10 impressive Snapchat statistics for 2016—including how many years it'd take to watch an entire day's worth of Snapchat stories.
1. Snapchat's Daily Video Views Have Increased 400% Year-On-Year.
From May 2015 to May 2016, Snapchat's daily video views have grown 400% over the course of the year (from 2 billion to 10 billion, according to Bloomberg). At a linear monthly growth rate of 33%, Snapchat will surpass 18 billion daily video views by May 2017. The Financial Times also noted that Snapchat's video views have tripled every 6 months.
UPDATE — Snapchat has not released an update on the number of daily video views, but we can measure usage by another metric. Snaps represent the basic unit of content (photo and/or video) created on the Snapchat app, and Snap's S-1 filing announced that as of February, 2.5 billion Snaps were created every day. Snapchat updated that number in its Q1 2017 earnings call, revealing that the number of Snaps created every day has widened to 3 billion.
Related Post: The 10 Top Social Media Marketing Statistics For 2017
2. Snapchat Ads Are Viewed Up To A Million Times Per Day.
According to Re/code, Snapchat Ads are seen anywhere between 500,000 to a million times per day. Snapchat has recently expanded their advertising options for brands and now allow marketers to make purchases through the app, buy all of the sponsored lenses in a given day, and more (Business Insider).
UPDATE — As disclosed in Snapchat's S-1 filing, over 60% of Snap Ads are viewed with audio and for several CPG brands running Snap Ads, over 90% saw positive in-store sales lift.
3. Snapchat's Video Views Are Now Greater Than Facebook's.
Snapchat now boasts over 10 billion videos views per day, according to Bloomberg, surpassing rival Facebook's 8 billion daily video views (Fortune). Although Snapchat's criteria for what it counts as a "view" is admittedly shorter than Facebook's, the fact that the viewer must press play to see content (as opposed to Facebook's autoplay videos) guaranteed engagement.
UPDATE — Both Snapchat and Facebook have yet to release updated daily video views. Towards the end of 2016, Facebook disclosed a video metric miscalculation that may account for a 60-80% discrepancy across a two-year time span. Nonetheless, Facebook's 2016 Q4 featured strong performance in both mobile and video with several top influencers experiencing continued growth on Facebook video and live streaming.
The development of Instagram Stories has notably stalled Snapchat's growth and views. To see a comparison between the two platforms, see our infographic here. Additionally, here's how Snapchat may be dying a slow death and why top influencers may be leaving Snapchat for Instagram.
Related Post: The 11 Facebook Video Statistics All Marketers Must Know
4. Snapchat Is Now Worth ~$33 Billion (UPDATED).
In light of its latest round of fundraising (which yielded $1.8 billion), Snapchat's current valuation is approximately $18 billion (TechCrunch).
UPDATE — With a day one closing share price of $24.48, Snapchat's market capitalization immediately post-IPO was approximately $33 billion (for more day one closing stats and figures, see our post here). Snapchat’s recent Q1 2017 earnings report saw shares take a significant tumble, falling to the $17 range before rebounding slightly to just over $20 today. This gives it a current market capitalization of approximately $25 billion. For how Snapchat's IPO stacks up against Facebook's and Twitter's IPO, see our cheat sheet here.
5. 60% Of All Smartphone Users Are Now On Snapchat.
An eMarketer report found that 18 to 24 year-olds make up 45% of all Snapchat users in the U.S., and comScore discovered that 60% of U.S. 13- to 34-year-old smartphone users are Snapchatters (Snapchat). According to Forbes, 37% of Snapchat's users are between the ages of 18 and 24 and over 60% of U.S. 13- to 38-year-olds are Snapchat users.
UPDATE — Related, additional Snapchat statistics from Snap Inc.'s S-1 filing:
- Users 25+ used Snapchat 12 times each day for a total of 20 minutes
- Users 25 and younger used Snapchat 20 times per day for over 30 minutes
- 50% of U.S. daily new users are 25 and older
For the latest Snapchat demographics and user statistics illustrated in one simple graphic, see our related post below.
6. Millennials Account For 7 Out Of 10 Snapchatters.
7. Snapchat Now Has More Users Than Twitter.
An estimated 150 million people now use Snapchat, according to Bloomberg. The messaging app now claims more active users than the micro-blogging platform Twitter, which now has only 140 million active users.
UPDATE — Though Snapchat’s growth has stalled dramatically, it did add new users in Q1 2017. It now reports 166 million daily active users, up from 158 million in Q4 2016.
Related Post: How Many People Use Snapchat?
8. Snapchat Reaches 11% Of Americans.
According to a 2015 comScore report, Snapchat reaches 11% of the entire U.S. entire digital population.
UPDATE — According to Snapchat's IPO filing, 60 million daily active users (DAUs) are from United States and Canada.
9. 60% Of Snapchat Users Are Between The Ages Of 18 and 34.
60% of Snapchat's users are 13 to 24 years old. Similarly, 63% of its audience are 18- to 34-year-olds (Snapchat).
Related Post: Understanding Snapchat's Features, Functions, & Terms
10. It Would Take 793 Years To Watch Every Snap Made In A Single Day (UPDATED).
At 500 million Snapchat stories per day (calculated at 10 seconds each), it would take over 158 years to watch an entire day of Snapchat stories. According to Business Insider, users spend an average of 25-30 minutes each day on Snapchat.
See additional statistics on how brands are jumping on Snapchat with this infographic. Contently's Amanda Walgrove shares, "most companies want to be active on Snapchat" however advises brands to have a firm grasp on how best to engage its millions of users.
UPDATE — Using the same methodology outlined above and at 3 billion Snaps per day, it would now take over 950 years to watch a day's worth of Snaps.
Related Post: How Brands Can Craft A Snapchat Marketing Strategy
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January 25, 2016 By Evan