Snapchat for the win

Snapchat for the win

For the first time since Facebook unseated MySpace in the hearts and minds of teens, ladies and gentlemen, we have a new social media champion — Snapchat, at least if you’re a young American (cue David Bowie).

While Facebook continues to dominate overall social media usage, in a new report from Edison Research, Snapchat has eclipsed Facebook with social media users aged 12-24. In fact, 72 percent of them now use Snapchat and 26 percent cited this as the channel they use most often, up from 15 percent just a year ago, a mind-blowing statistic.

At the same time, Facebook dropped from 43 percent to 32 percent as the most-used network for that age group.

This new report prompted a fascinating discussion with Tom Webster on our Marketing Companion podcast. We also discuss:

  • Why this trend is another way consumers are becoming “less available” to advertisers.
  • Why influencer marketing is growing in importance and how it is transforming in this ad-free era.
  • Is Snapchat social media as it was meant to be? It’s unencumbered by Likes, status and brands (for now).
  • New data on podcasting and why Tom Webster now believes this should be considered a “mainstream” channel.
  • Why the “short attention span” view is a myth.
  • The enigma of radio — receivers are disappearing but reach is holding steady.
  • Content in the future — might be unrecognizable from where we are today.

And oh yes, to fully enjoy this podcast, you’re going to need this:

write more

Are you ready to hear more? Of course you are. Let’s get to it:

If you can’t access the Snapchat for the win edition above, click on this link to listen to Episode 71

Resources cited in this episode:

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Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty, the best weekly curation of digital news.

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  • Frederic Gonzalo

    Funny how I am seeing lots of traction with regards to Snapchat, at least in marketing articles, influencers and social media circles, since the beginning of 2016. Seems like this is the year when they will hit mainstream, with all its pros and cons.
    The real question then: who will buy them first? They refused offers worth $3B back in 2014 so surely they are worth a lot, lot more today considering their growth and evolution and the fact that FB paid more than $20B for WhatsApp. Time will tell, right?

  • Frederic Gonzalo

    Funny how I am seeing lots of traction with regards to Snapchat, at least in marketing articles, influencers and social media circles, since the beginning of 2016. Seems like this is the year when they will hit mainstream, with all its pros and cons.
    The real question then: who will buy them first? They refused offers worth $3B back in 2014 so surely they are worth a lot, lot more today considering their growth and evolution and the fact that FB paid more than $20B for WhatsApp. Time will tell, right?

  • Pingback: Last Week in Digital – 28/03/16 | Maverick()

  • Snapchat is winning the battle for attention it seems, but I think brands will continue to have a tough time spending time/money on a platform where the ROI is not immediately apparent (will ecom be the exception?). I kind of wish it would just go away because I am old and I find it a little confusing. 🙂

    PS – Write More? I need to find out who funded that. I have a bridge for them.

  • Snapchat is winning the battle for attention it seems, but I think brands will continue to have a tough time spending time/money on a platform where the ROI is not immediately apparent (will ecom be the exception?). I kind of wish it would just go away because I am old and I find it a little confusing. 🙂

    PS – Write More? I need to find out who funded that. I have a bridge for them.

  • Pingback: Facebook and Snapchat at war, and four other groovy media trends | experts' corner()

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