According to eMarketer’s Insider Intelligence, with 375 million daily active users (DAU) and over half a billion users worldwide, Snapchat is here to stay—and growing. In its Q4 2022 earnings report, the company announced that its platform experienced a 17% year-over-year increase in DAU.
Snapchat has been known as the platform of choice for Gen Z, with nearly 84% of its users belonging to this generation that spends nearly 40 minutes a day on the app. Why is it so popular with 18-24-year-olds? Snapchat conducted a study in partnership with Omnicom Media Group that explored the motivations for Gen Z consumers and how brands can better align with them.
According to the study, there are two main motivations. First and foremost, “Gen Z expects brands to be drivers of social change” and is more loyal to brands prioritizing this. Second, Gen Z’s content consumption is “driven by a desire to keep up-to-date,” seeking “content that aligns with their values and lifts their spirits and engagement.” The study suggests that Snapchat may be a valuable platform for reaching this audience because it checks all these boxes: it offers uplifting, relevant content that aligns with their social causes and concerns.
What else is Snapchat doing to make its user experience even more engaging for consumers? Snapchat prioritizes innovation, and this year will focus heavily on its unique AR capabilities to provide more personalized shopping experiences for customers. It’s also looking to make AR more approachable for less digitally established retail companies through a suite of solutions to help these businesses simplify asset creation.
Given the platform’s popularity with Gen Z, steady user base, and focus on innovation, Snapchat has proven its position as a platform of choice for consumers and marketers alike. But, with Snapchat being only one piece of an omnichannel marketing puzzle, finding scale and success within the silos of the walled gardens is challenging. Marketers need visibility, actionability, and accountability across and within their channels more than anything else.
Scale without the silos with Skai’s support for Snapchat
As publishers increase, marketers need an advertising platform that integrates and protects valuable customer data, empowers activation and optimization, and makes reporting to stakeholders easier and more insightful. Skai’s omnichannel platform is the only solution that can securely ingest data across all walled gardens and help marketers integrate, activate, and optimize the media essential to their business, regardless of channel.
With Skai, combine omnichannel visibility with essential editing and optimization capabilities to help analyze, automate, and activate on Snapchat in a way aligned with the rest of your walled garden media.
Whether you’re a channel practitioner, overseeing multiple channels, or responsible for all media, core Skai features like customizable and shareable Dashboards, Pacing Monitor, bulk edits, and automated optimizations ensure that you’re not only getting the most out of Snapchat but also that its success aligns with the rest of your performance marketing program.
Get the most out of your Snapchat spend with features like:
- Custom Metrics: Measure what’s important to your business, not just what the publisher provides
- Pacing Monitor: Automate campaign budget tracking
- Budget Pacing: Automate campaign spending and bid management
- Audits: Automate campaign structure evaluation
- Automated Actions: Set alerts and make automated edits based on customizable criteria
- Experiments and Testing: Learn what works best across campaigns, channels, and more
- Dashboards and Reports: Automate and schedule customizable reporting and dashboards
Snapchat using Skai bridges the gaps across walled gardens
With seamless integrations, intelligent activation, and impactful insights, Skai’s omnichannel platform delivers everything you need to drive impact on Snapchat and across all publishers essential to your business. Reach Gen Z and beyond with Skai’s solution for Snapchat.
Client results include:
- 135% increase in leads for BYJU’s Future School
- 600% increase in leads for Inova
- 60% decrease in cost per conversion for Mercedes-Benz Vans Turkey
For more information, schedule a quick demo with our team to see all of our cutting-edge innovations for yourself.
