return Home

Chart of the week: Marketers have yet to embrace Snapchat

Aside from Snapchat’s lackluster user growth and Facebook’s seemingly successful strategy of copying anything that Snapchat does well, there’s growing concern about the platform’s appeal to marketers (and hence its monetisation prospects).

According to a recent report by the Social Media Examiner, just eight per cent of marketers used Snapchat in the first quarter of 2018, which is worlds apart from Facebook’s 94 per cent adoption rate and far behind the 66 per cent of marketers that are active on Instagram. Making things worse, 72 per cent of the respondents have no plans of using Snapchat in the next 12 months, indicating that marketers do not consider it relevant enough to give it a try.

The data follows a controversial redesign and less than stellar results during Snap's first year as a public company.


Chart of the week 11 June 2018 ()


Download the chart here.

Chart by Statista.

More like this

Chart of the week: People think outside groups are planting fake news

Chart of the week: Paywalls and the acceptance of paying for news

Chart of the week: Fashion mag ads become more diverse

Chart of the week: How China's social media giant compares to Facebook

  • ‘Pay gates’ perform better than paywalls, proves Swiss news publisher

    A Swiss digital news publisher has found their conversion rate of registered users to paying subscribers has increased by five times since they have altered their approach from building paywalls to creating "dynamic pay gates".

    14th Mar 2019 Features
  • Productivity hacks for magazine editors

    After years of shifts, downsizing, and mergers, some magazine media around the world are feeling the pinch. We're all dealing with strained and sometimes non-existent resources, stretched for time, and tasked these days with doing more with less.

    18th Mar 2019 Features
  • New mobile story formats: lessons learnt thus far

    It is early days for developing new mobile storytelling formats. Despite some successful prototypes, most of the heavy lifting is still about to happen, says Jacob Gjørtz, VP marketing at CCI Europe. Based on what we have learnt this far, brevity, video and AI will be central to what happens next.

    18th Mar 2019 Features
  • How technology is changing content marketing

    There is a lot of discussion within the content marketing, and indeed the publishing industry in general, as to how recent technological innovations are going to change branded communications. Christine Beardsell, chief content officer and board member of C3, and presenter at DIS 2019, is among the figures leading the conversation. 

    18th Mar 2019 Features
  • Facebook's director of media partnerships on how publishers can work with the platform

    Last year Facebook hired Jesper Doub, who was then CEO of German media giant Spiegel Online, to lead its new media partnership team. In the past the high profile executive has been both a critic of Facebook and a passionate advocate of its Facebook Journalism Project.

    18th Mar 2019 Features
Go to Full Site