20170918-SNAPLYTICS-SNAPLYTICS_QUARTERLY_REPORT_Q2_2017_20页_957kb_957kb

SNAPLYTICS Q2 2017 QUARTERLY REPORT SUMMARY

Core Content Overview

Snaplytics conducted a detailed analysis of brand activity on Snapchat and Instagram Stories during Q2 2017, focusing on follower acquisition methods, posting frequency, story duration, media types, completion rates, and brand mentions by influencers.

Key Findings

Follower Acquisition Methods

• Deeplink was the most popular method for followers to discover a brand's Snapchat channel, used by 57% of new followers.
• Username was the second most used method, with 26% of followers using it.
• Snapcode was the least used, accounting for 11% of new followers.
• The overall follower base increased by 33% compared to the previous quarter.

Posting Frequency

• Brands posted an average of 13 stories per month in Q2 2017, slightly up from the previous quarter.
• Brands typically post 3 stories per week, with increased activity on Mondays (10%) and Sundays (11%) compared to last quarter.
• The overall posting frequency decreased compared to the previous year.

Story Duration

• The average number of Snaps per story dropped to 9 from 11 in the previous quarter.
• Non-Governmental Organizations had the longest stories (13 Snaps) while Food & Beverage had the shortest (4 Snaps).
• Completion rate improved to 91%, with Food & Beverage having the highest at 95% due to shorter stories.

Media Types

• Video content made up 57% of brand stories, while image content accounted for 43%.
• Non-Governmental Organizations had the highest video content usage at 74%, while Luxury Goods, Food & Beverage, and Fashion & Lifestyle had the highest image content usage (63%, 59%, and 56%, respectively).
• Video content tends to be more common in industries that rely on real-time engagement and storytelling.

Brand Mentions on Snapchat vs. Instagram Stories

• Larger brands such as L'Oreal (14%), Estée Lauder (14%), and LVMH (9%) received more mentions on Instagram Stories.
• Smaller brands like Kose (5%) had a stronger presence on Snapchat.
• Influencers tend to focus on promoting products on one platform, either Instagram or Snapchat.
• There is a correlation between brand mentions, especially in the beauty sector, where substitute products are often mentioned simultaneously.

Influencer Activity

• Over 800 influencer accounts were analyzed.
• Influencers promote larger brands more on Instagram and smaller brands more on Snapchat.
• Christendomonique was the most active influencer on Instagram, mentioning L'Oreal and Estée Lauder frequently.
• On Snapchat, her account "christensnaps" had more mentions of smaller brands.

Industry Trends

• Non-Governmental Organizations had the highest video content usage and a completion rate of 87%.
• Food & Beverage had the highest completion rate at 95%, due to shorter story lengths.
• Advertising & Marketing and Food & Beverage industries had the lowest number of Snaps per story.
• Luxury Goods and Fashion & Lifestyle industries tend to repurpose content from other platforms like Instagram and Twitter.

Conclusion

Snaplytics continues to provide valuable insights into brand behavior on Snapchat and Instagram Stories. The data highlights a shift in follower acquisition methods, with Deeplinks becoming the dominant method. Brands are posting shorter stories, leading to improved completion rates, and there is a clear trend of larger brands favoring Instagram while smaller brands thrive on Snapchat. Influencers play a crucial role in driving brand mentions, and there is a notable correlation between brand mentions, especially in competitive or substitute product categories.

Key Takeaways

• 57% of new followers added brands via Deeplink.
• 11% used Snapcodes, and 26% used Username.
• 91% of followers watched the full story.
• Brands post 3 times a week, with an average of 11 stories per month.
• 9 Snaps per story on average.
• Video content dominates Snapchat, with 57% of all content being video.
• Food & Beverage had the highest completion rate at 95%.
• Larger brands are more frequently mentioned on Instagram Stories, while smaller brands are more visible on Snapchat.
• Influencers focus on promoting products on one platform.
• Brand correlation is evident, with substitute products often mentioned together.

Contact Information

For inquiries about the report or data set, please contact:

• Thomas Cilius – CEO & Co-Founder
• Email: thomas@snaplytics.io
• Phone: +45 6131 5559
• Skype: thomascilius

Data Sources

• The data is based on Snaplytics' proprietary technology.
• Monitored over 1,100 brands, 32,000 stories, and 246,000 Snaps.
• Analyzed over 800 influencer accounts on both Snapchat and Instagram Stories.