There are several metrics and statistics that are important for marketers in general and on the social network Snapchat in particular. One of them is the engagement rate, both for your own posts and for the posts of the influencers your brand wants to work with. With the three tips below, you'll improve your engagement rate on Snapchat in 2022.
On all social networks, one of the things that matters the most is the engagement rate to measure the success of a campaign. Accordingly, we have already published many articles on our influencer marketing blog about engagement rate, its importance, and how to calculate it: everything you need to know about the engagement rate in 2022.
Of course, there is an overlap of tips when you want to increase the engagement rate on posts. However, platform specifics should not be disregarded. Thus, read about engagement rates on different platforms:
Besides these articles, let’s look at another social network today: Snapchat. For this, we give you a brief overview of the platform’s statistics, put the engagement rate in relation to other social networks, and then explain the six tips to improve the engagement rate on Snapchat in 2022.
According to Statista, Snapchat has more than 319m daily active users, up 54m and growing steadily since its inception. The number of monthly active users is even higher: 557m use Snapchat every month, which is why the app is the twelfth most popular social media platform.
Tabel via Hootsuite by Statista
In total, more than 5b snaps are sent daily; – as is often the case, the U.S. is the largest market for Snapchat, with 92m of its daily users coming from the States. Europe as a target group follows with 78m.
Let’s stick with demographics. Most Snapchatters today are still under 35 years of age, with only 11% women and just over 6% men being older overall. Of the majority, just under 20% are between 18 and 24, according to Statista. As a result, you primarily reach Generation Z on the video messaging app. Find the Kolsquare lead thread for GenZ influencer marketing here.
Unsurprisingly, 90% of those who use Snapchat are also on Instagram. The two apps actually have the greatest overlap, while few Snapchatters use Reddit or LinkedIn. In terms of engagement rates on Snapchat, the statistics on filter use are worth mentioning. Filters are an important part of daily Snapchat usage and also of Snapchat’s funding model. More than 200 million (= 63%) use augmented reality functions on a daily basis.
Engagement rate is always an important metric for marketers, especially when working with influencers. On Snapchat, however, it’s a little different because the content usually expires after 24 hours. Accordingly, brands and influencers have to continuously create something new in order to build up a community in the app. As a result, Snapchat is all about quality and quantity!
The fast pace of content on Snapchat is different from TikTok and Instagram where users can still view posts at a later time. Yet, in terms of consumer behavior and target groups, the platforms compete directly. Of course, you should always interact with your followers in order to increase your engagement rate. In addition, it is generally recommended that you include a call-to-action (CTA) or multidimensional playout of the content produced in order to increase the engagement rate. This is especially useful for Snapchat as it makes your efforts even more worthwhile.
How does influencer marketing work on Snapchat? Influencer marketing on Snapchat is possible and especially relevant if you want to target GenZ. Read all the details in Kolsquare’s guide to Snapchat and influencer marketing.
By means of properly applying these three tips, you can certainly boost your engagement rate on Snapchat in 2022.
As aforementioned, content on Snapchat is deleted after 24 hours, which is why time plays an important role in increasing engagement rates on Snapchat. Even though quality and quantity count on Snapchat, we recommend posting between four and seven times a day on Snapchat. On Snapchat, you should also know when your target audience is online so that you reach it exactly then. Post on weekends to increase the likelihood of interaction.
Using Snapchat Insights data, you can easily track the performance of your posts. Hence, Snapchat helps you monitor and analyze your audience to further improve your strategy.
Just like on other platforms, Snapchat Stories have an intuitional and circumstantial nature. Reaching your target audience through Stories is relatively easy and efficient. If you are thinking about influencer marketing on Snapchat, you should definitely integrate Snapchat Stories as it makes your brand more approachable and narratable to your target audience in a likable way. You can also monetize your existing engagement with Snapchat Ads. Snapchat plays out your content or your influencer’s’ content in a geo-tagged fashion, which can drive traffic to your website and, in turn, sales of your products.
Snapchat is known and popular for its wide range of augmented reality filters. These change the appearance of users or of their environment in a variety of ways: For example, faces get dog noses and ears, sunglasses put on, or stickers drawn on the face. The filters and lenses are updated almost daily and users can save their favorite filters. As a result, they can team up with influencers to create a lens and also easily create one themselves. Be sure to brand them so that your logo gets noticed in the users’ subconsciousness.
Almost as popular as AR filters are geo-filters, which were introduced on the app in 2014. Thus, when users take a snap, they can optionally choose to include their location. The name of the location can be specified in different fonts, tags, and images, allowing users and influencers to show their friends and followers where they are.
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.
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