Snapchat has 300 million daily active users! It has attracted the young generation to consume massive amounts of money

According to the "2021Q2 Consumer Trends Report" released by Jungle Scout, the number of consumers who started searching through search engines continued to decline, while the number of consumers who started searching through social media sites increased.

In this process, the social platform Snapchat has become the main force for promoting products to hundreds of millions of Generation Z and millennials around the world, especially its filters and AR try-on functions. This new way of playing that can bring users an immersive experience has brought many fresh, interesting and eye-catching ideas to brand marketing.

The social darling of young people, leveraging 300 million Generation Z consumption

Compared with Facebook and Instagram, people may be a little unfamiliar with Snapchat. Developed by two Stanford University students in 2011, Snapchat is a "burn after reading" photo sharing app. Users can take photos, record videos, add text and pictures, and share them with their friends list on the app. On August 20, 2021, the "2021 Hurun Global 500" was released. Snapchat ranked 151st with a value of 615 billion yuan.

In recent years, Snapchat has been gaining more and more fans among the younger generation. A survey released by the US market research firm eMarketer in 2018 showed that more and more young users in the United States are switching from Facebook to Snapchat. At that time, eMarketer predicted that Facebook would lose 2 million users under the age of 25 in 2018, while Snapchat would gain 1.9 million users in this age group.

Currently, Snapchat has 306 million daily active users and 500 million monthly active users, reaching 75% of the world's millennials and Generation Z. In the United States, Snapchat's user base has already exceeded 100 million, covering more than 90% of the 13-24-year-old population in the United States . As of July 2021, there were an average of 293 million active clients on Snapchat every day, an increase of 23% over the previous year. Under normal circumstances, 5 billion snaps are sent every day. Snapchat is becoming more well-known among younger age groups, especially those under 16 years old.

Li Zheng, business director of Snapchat China, said that the core user group of Snapchat is the curious, creative and individualistic Generation Z who like to interact with friends and family on Snapchat, share daily life and good things, and use novel AR filters . " Recently , the hottest topic on Snap is sharing related to Thanksgiving, which once again reflects the strong social attributes of users. "

Each social platform has its own special humanistic attributes . For example, when people have some important events in their lives to share, they will use WeChat Moments. When they want to eat melons, they may go to Weibo . Globally, different social platforms have different positioning . Snapchat 's positioning is to hope that users can freely express their joys, sorrows, anger, and happiness on Snapchat every day, without likes and without burden.

This also provides brands with a rare opportunity to accompany users on a daily basis. " Snapchat's user base is mostly between 13 and 34 years old. Their brand perspective is still in the formation stage and they are willing to try more brands. This undoubtedly creates a very good opportunity for cross-border e-commerce sellers to enter the market, " said Li Zheng.

To win the hearts of young people, it is important to "play together"

Li Zheng said that Snapchatters use Snapchat for more than 30 minutes a day on average . Such high interaction provides cross-border e-commerce sellers with more opportunities to reach them.

During this period, how can sellers win their hearts? It is important to understand their preferences and characteristics and "play" with them .

Li Zheng introduced that the characteristics of Snapchatters include: 1. They are curious, good at learning new information through multiple channels , and like to explore unknown areas ; 2. They absorb information quickly and are not afraid of new challenges; 3. They are creative, interested in new things, and know how to create and design digital media content .

It is these characteristics that have promoted the prosperous development of the social e-commerce industry in recent years , and at the same time enabled more DTC e-commerce companies that focus on unique tracks to achieve success .

The content they like is highly creative, integrates diverse aesthetics, is authentic and unpretentious, is novel and interesting, respects individuality and different identities, and is in line with current trends.

“ Capturing the aesthetic taste of Snapchatters can often lead to spontaneous dissemination among users, achieving unexpectedly outstanding marketing results, ” Li Zheng said frankly.

In addition, as a platform, Snapchat will also provide some support to overseas companies so that they have a good starting point and avoid major problems at the beginning.

Snapchat usually provides three aspects of support to cross-border e-commerce : first, local insights, often providing some local industry insights, research reports and marketing trends ; second, creative strategies, what kind of interaction methods, elements, and colors do local users like, and how to combine them in creativity is very important. Third , operational guidelines, including marketing directions during peak seasons, and some bidding guidance , etc.

For example, regarding creative strategies, Snapchat has provided sellers with five creative tips for e-commerce advertising:

Clothing, shoes and hats: Show the features of clothing through models. For footwear brands, the 360-degree product view is very easy to attract consumers.

Beauty and cosmetics category: Create more sales opportunities by showing multiple products in one video. Hands-on videos are more likely to attract consumers, and the sound effects cannot be ignored.

Fast Moving Consumer Goods: Don’t always focus on the product, but show customers how they like the product from multiple angles. Consumers are more inclined to buy brands that are popular with the public, so recommendations from other users are very important.

Electronic products: Advertisements should focus on both product display and product advantages through impressive product or sales data.

Household products: Focus on product trials and operation steps. 90% of the videos have real people and real voices, but the product promoters usually do not show their faces.

You can "try on" clothes without going into the store. AR shopping filters are really good.

Among Snapchat’s camera-based marketing strategies, the new interactive experience that AR brings to users is the biggest highlight. The immersive shopping filter builds a bridge for direct dialogue between brands and Snapchatters, making users on Snapchat potential sellers.

With the development of AR technology, the frequency of consumers using AR is growing rapidly. According to a report from eMarketer, it is predicted that in 2021, more than 93 million people in the US market will use AR at least once a month, and this number will increase to 101 million in 2022.

Snapchat started AR marketing in 2020. The tools it developed, such as SnapML, turn camera filters into fitting mirrors, where users can try on, wear, and try out items through their phone screens. If they are satisfied, they can purchase them through the relevant buttons in the filters.

According to data, Snapchat currently has 200 million users who "play" AR every day. 80% of people are interested in the virtual shopping experience brought by AR, and 46% use AR or VR for online shopping. Among those who intend to use AR before shopping , 70% of users will try on clothes, 64% try on shoes, 65% try on sunglasses, 63% try on jewelry, and 57% try on hats.

Today, Snapchat ’s AR shopping filters have become a gold medal agent, making many brands popular. For example, the use of AR shopping filters in fast-moving consumer goods marketing activities increased brand awareness by 2.5 times and action intention by 1.1 times, and the use of AR shopping filters in retail product marketing activities increased brand awareness by 2 times and action intention by 2 times.

The low-cost, high-return AR shopping filter has become a sales force. Compared with the shopping filter marketing campaigns without AR, the marketing campaigns using AR shopping filters have increased brand penetration by an average of more than 46% and increased incremental sales by more than 14%.

On December 13, at the 2021 First China Central Cross-border E-commerce Seller Brand Overseas Summit hosted by Ennet, Snapchat China Business Director Li Zheng will present differentiated solutions and gameplay suggestions for DTC on Snap with the theme of " E-commerce dividends from Snapchat's new social perspective ". You can click "Read original text" or scan the QR code below to register for this conference and listen to Li Zheng's sharing on the spot.

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