In the past, we’ve discussed the importance of adding Snapchat to your brand’s social media toolbox, but some people aren’t convinced.
According to a recent survey conducted by Fluent, Snapchat’s popularity might be waning. The survey, which consisted of approximately 3,300 individuals over the age of 18, found that almost half feel that Snapchat is just a passing fad. However, the younger demographic of those surveyed have slightly more confidence in Snapchat’s longevity.
Although brands with a presence on the picture and video sharing network shouldn’t expect to see a quick dip in user activity, they might want to set their sights on five or even 10 years down the road. According to the survey, one-third of Snapchat users predict they won’t use Snapchat five years from now, while the share jumps to 50% at the 10-year mark.
Why the grim outlook?
There are myriad reasons why current Snapchat users might be quick to abandon the app. The survey indicated that more than 63% of respondents say they will happily switch to an alternative to Snapchat if one launches – but we find this interesting. As it stands, Instagram has “Stories,” which is a feature remarkably similar to Snapchat, and we have yet to see a mass exodus.
Ads aren’t performing all that well
If you’re on Snapchat as often as we are, you probably noticed a recent proliferation of advertisements, but many users are saying “No thanks!” At present, Snapchat ads aren’t a mainstay of the network, as just 9.4% of users claim never to skip them while 7.2% say they rarely skip.
Snapchat’s IPO is right around the corner, and these findings make it difficult to predict if the network has long-term sustainability. In the meantime, brands can still utilize Snapchat to get their messaging in front of users, it just takes a bit of finesse.
Don’t sell… connect
Rather than shoehorning ads into the middle of the user experience, become an influencer. Currently, internet celebrities have found massive success on Snapchat, followed closely by pop culture figures and athletes.
Harness the real-time nature and genuine feel of Snapchat to connect with current customers and prospective clients. Unlike other social networks, including Facebook, Twitter, and LinkedIn, fleeting Snapchats feel much more personal and can create a real connection with users.
What are your thoughts on Snapchat? We want to hear from you!