Fashion brands hesitant to use Snapchat for business, says report
Social media adoption has become ubiquitous among brands, who use the platforms to build brand awareness and interact with their consumers. While the value proposition of some social media channels is immediately apparent, others show less clear brand-building opportunities, says L2’s new intelligence report ‘Instagram vs Snapchat’.
Despite the rising popularity of image messaging app Snapchat, which overtook Instagram as the self-reported “most important” social platform among US teens last year, only 54% of fashion labels have included the channel in the social media portfolio, against a 98% who use Instagram.
Snapchat’s lack of a “like” feature or a “re-snap” function is hurting its potential as an interaction tool, with most brands only posting content two days a week.
Further, only 65% of the fashion brands observed have active Snapchat accounts, with the number falling to 57% when it comes to activewear labels. Beauty and retail brands show higher levels of engagement with 79% of the companies posting content regularly.
According to L2, brands are catering their Snapchat strategies around key activations, often centered around tentpole shows, events or sales, compared to the typical Instagram strategy of regular posts.
Although many brands are struggling to figure out whether Snapchat offers them an opportunity, the platform’s number of active users suggests that there is potential for brands. 65% of Snapchat’s users upload content to the app on a daily basis against only 20% of users uploading a photo on Instagram every day.
The business intelligence firm L2 evaluated 280 brands across nine categories in the report, including fashion, retail, activewear, watches & jewelry, consumer electronics, beauty, travel, beverages and autos.
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