Snapchat from a Performance Branding Perspective

Snapchat. Why exactly this channel? Because, although it's not ideal in certain use cases, where it works, it can be worth its weight in gold. But let's not just leave it at that—let's take a closer look at why Snapchat should definitely be considered for some marketing strategies.

Snapchat – An Underestimated Channel

Many of us marketers are already busy with a multitude of social media platforms, and it's often difficult to add yet another channel to the media plan. One reason for this is that Snapchat doesn't have traditional business accounts like other social media platforms. This leads many to not even consider using Snapchat as an advertising channel.

But this is exactly where the opportunity lies: Snapchat reaches a young target audience up to student age extremely effectively. The platform enjoys wide distribution and a lot of attention, all at relatively low advertising prices.

Digital Basics on Snapchat

Since there is currently no way to create a business account for which you could secure a username, there are no absolutely necessary measures for the platform.

Digital Advantages on Snapchat

What Works Really Well on Snapchat?

From a Performance Branding perspective, Snapchat differs from other platforms primarily through its interactive features such as AR lenses. These can, if they resonate well, not only fulfill advertising purposes but also trigger viral effects. A practical example of this is Sky's "House of the Dragon" campaign, which used AR lenses specifically developed for Snapchat that generated significant attention.

Snapchat for Apprentice Recruitment

Snapchat is particularly interesting for reaching apprentices. Due to legal regulations, job ads can no longer be segmented by age on many platforms, which can lead to high wastage. Snapchat, on the other hand, has a predominantly young user base that hasn't aged with the platform. This means you automatically reach a young target audience without having to specifically adjust your targeting. This not only saves costs but also increases the efficiency of your campaigns.

Platform Insights

Snapchat Users Worldwide

Worldwide, Snapchat has over 800 million monthly active users and over 414 million daily active users. Snapchat is particularly popular among teenagers and young adults, especially under 25 years old, and is often used for playful communication.

Snapchat Users Austria

In Austria, approximately 1.85 million people are registered on Snapchat, although many claim not to use the platform. About 400,000 of the users are under 18 years old.