Snapchat may not be as familiar to marketers as Facebook and Instagram, but its dedicated user base cannot be ignored. Consider these two facts for a moment: The entire population of the world is 7.4 billion people. Snapchat users watch more than 10 billion videos every day. (This is much higher than the 2 billion daily watched in May 2015.)

Of course, the whole world doesn’t use Snapchat yet, but over 100 million people use it every day (spending an average of 30 minutes per day on the app) and there are 200 million active users worldwide. And Snapchat’s user numbers are still growing rapidly: eMarketer predicts Snapchat will have a larger user base in the US than Twitter or Pinterest by the end of this year.

With all these people posting all this content, it’s important for marketers to get a feel for the most important Snapchat demographic segments so they can plan a marketing strategy that maximizes the app’s unique features rather than getting lost in the noise.

With that in mind, we’ve put together the key details that social media marketers should know before getting started with Snapping.

Snapchat age demographic

Data from the Statistics Portal supports the widespread assumption that Snapchat is still dominated by the youth: 60 percent of users are under the age of 25, and almost a quarter (23 percent) have not yet graduated from high school.

By far the largest Snapchat age demographic is 18 to 24 year olds. This age group makes up 37 percent of Snapchat users. However, 25-34-year-olds make up about 26 percent of Snapchat users, and about 12 percent of users between the ages of 35 and 54 who are college leavers.

Still, Snapchat isn’t currently a player in the Baby Boomer market: Only two percent of users are over 55.

Aside from how each age group is represented in the Snapchat universe, it’s worth looking at Snapchat’s penetration rate in each age category, as these numbers might tell a different story, especially as penetration in the older demographic is skyrocketing – more than half. The proportion of new users signing up for Snapchat is over 25 years old.

Three years ago, almost no one over the age of 25 was using the app; Only five percent of smartphone users aged 25 to 34 and two percent of those over 35. But today, more than a third (38 percent) of 25- to 34-year-olds use Snapchat—and 14 percent of smartphone users age 35 and older. They quickly gain in the 18 to 24 group where Snapchat has a 69 percent penetration rate.

According to Snapchat’s own figures, 41 percent of 18-34 year olds use the app on any given day.

Marketers should keep abreast of changes in the Snapchat age demographic and be flexible when planning a longer-term strategy. Variety reports that among 13-24-year-old Snapchat users they surveyed, nearly a third use Snapchat, especially because their parents don’t. As more parents start using the app, marketers need to pay attention to how the younger user base is responding.

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Targeting a large demographic of 18 to 24-year-olds and a growing population of slightly older users, FOX used a Snapchat-sponsored lens to fuel the excitement for the mid-season Empire premiere. Overlapping Snapchat users with a pair of gold headphones, sunglasses and a microphone, the lens also prominently provided information about the show’s airtime. The campaign reached 27 million Snapchat users who spent an average of 20 seconds with the Empire lens, resulting in a 16-point increase in brand awareness and an eight-point increase in setting intent. Empire was the most-watched show on the night of its premiere, taking the top spot for the 18- to 49-year-old demographic that TV advertisers are coveting.

Snapchat gender demographics

Snapchat does not publish gender information for its users, and reliable Snapchat gender demographic data can be difficult to come by. But if things haven’t changed drastically in the last three years, you can bet most Snapchat users are women and girls. The Wall Street Journal reported in 2013 that about 70 percent of Snapchat users are women, a figure from Evan Spiegel, co-founder and CEO of Snapchat.

A fall 2015 Harvard study confirmed that a significantly higher percentage of women use Snapchat, with 42 percent of 18-29-year-old women surveyed saying they have a Snapchat account, compared to 31 percent of men. This survey also showed that Snapchat is the fastest growing social network among all respondents, so these numbers have likely increased over the past year.

This high usage among young female users made Snapchat a natural fit when BareMinerals launched the Blemish Remedy acne product. The makeup company has created a Snapchat how-to video that shows girls how to hide their acne through a campaign called “Zit Happens.” Thirty percent of the 1.9 million Snapchat users who watched the videos swiped up to learn more and spent an average of 30 seconds learning about the product. bareMinerals doubled the search traffic for the Blemish Remedy product on its website after the campaign.

Image of bareMinerals Snapchat ad via Snapchat.

Snapchat location demographics

Snapchat has the highest penetration rate in Ireland, followed by Saudi Arabia and Sweden, India, United States, United Arab Emirates, Canada, Belgium, United Kingdom and France round out the top 10 according to the Global Web Index. .

Global Web Index figures based on internet users aged 16 to 64 show that Ireland has a Snapchat penetration rate of about 20 percent compared to about 10 percent in the United States.

If these numbers seem low, it’s because they include users up to age 64 (note that only two percent of Snapchat users are over 55), and since they include users who only access the internet from a computer, it disables mobile-only Snapchat. to reach.

In 2013, AllThingsD reported, based on figures from Snapchat’s Evan Spiegel, that 25 percent of smartphone users in the UK use Snapchat and 50 percent of smartphone users in Norway use Snapchat.

With this diversified global reach, Snapchat is a good platform for campaigns with a global message, such as (RED)’s one-day-only global GeoFilters celebrating World AIDS Day. For each use of a Geofilter, the Bill & Melinda Gates Foundation donated $3 to (RED) for its work in the fight against AIDS.

The campaign reached 14 million Snapchat users and had a total of 76 million views worldwide – and those who saw the filter were 90 percent more likely to donate to (RED), even out of the money raised by sharing Geofilter itself.

This summer, (RED) launched another unique global campaign with The (RED) Kitchen Snapchat cooking show, where celebrity chefs share bite-size cooking lessons with Snapchat users around the world as part of the Eat (RED) Save Lives initiative.

Other Snapchat demographics

A fall 2015 Harvard survey of young (18 to 29) Americans reveals a few interesting Snapchat demographics for marketers to consider:

  • College students are more likely to have Snapchat accounts: 53 percent of college students surveyed say they have a Snapchat account, compared with 46 percent of 18- to 24-year-olds.
  • Snapchat users have no particular political affiliation: 39 percent of Democrats, 37 percent of Republicans, and 35 percent of independent voters said they have Snapchat accounts.
  • Forty percent of young Snapchat users identified as White, 25 percent as Black, and 34 percent as Hispanic.

Snapchat demographic implications

Snapchat users are young, female, and well-dispersed across Europe, North America, Asia, and the Middle East. While Snapchat use among adults up to age 55 is growing rapidly, Baby Boomers still make up a very small portion of the Snapchat user base.

As the Snapchat demographic begins to change, it will be interesting to see if teens who currently love Snapchat as the social network their parents didn’t discover are still in love with the app. They are currently very engaged, post a lot and are willing to engage with brand content that appeals to them.

Now that you understand who uses Snapchat, you can start using Snapchat for business, devise a Snapchat strategy to target your brand’s core demographic, discover some Snapchat hacks to make your Snaps stand out from the rest, and learn how to create the perfect Snapchat Story. .

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