Snapchat：2017年Q2品牌营销报告（英文）-20页

SNAPLYTICS Q2 2017 QUARTERLY REPORT SUMMARY

Core Content Overview

Snaplytics released its Q2 2017 report, analyzing over 1,100 brands across 32,000 stories and 246,000 Snaps. The report focuses on key metrics such as follower acquisition methods, posting frequency, story duration, media types, and completion rates. It also compares brand mentions on Snapchat and Instagram Stories, highlighting the evolving dynamics between these platforms.

Main Findings

Follower Base

• Deeplink is the most popular method for followers to discover a brand's Snapchat channel, used by 57% of new followers.
• Username and Snapcode are also common, with 26% and 11% respectively.
• The total number of followers increased by 33% from the previous quarter.
• Shared Story (3%) and Shared Username (1%) are new methods for follower acquisition, though usage of Snapcode has declined.

Posting Frequency

• Brands posted 13 stories per month on average, a slight increase from the previous quarter.
• Brands post 3 stories per week, with a higher frequency between Wednesday and Sunday.
• Overall, brands are posting fewer stories compared to the previous year.

Story Duration

• The average number of Snaps per story decreased to 9, from 11 in the previous quarter.
• Shorter stories correlate with higher completion rates, with the overall completion rate reaching 91%.
• Food & Beverage had the highest completion rate at 95%, while Non-Governmental Organizations had the longest stories (13 Snaps) and the lowest completion rate at 87%.

Media Types

• Video content is the dominant media type on Snapchat, making up 57% of all stories, while image content accounts for 43%.
• Non-Governmental Organizations (74%) and Travel & Leisure (72%) heavily use video content.
• Luxury Goods (63%), Food & Beverage (59%), and Fashion & Lifestyle (56%) favor image-based content, often repurposing material from other platforms like Instagram and Twitter.

Snapchat vs. Instagram Stories

• Instagram Stories is becoming more popular for brand mentions, with a downward trend in Snapchat brand mentions since April.
• Larger brands like L'Oreal (14%) and Estée Lauder (14%) are more frequently mentioned on Instagram, while smaller brands like Kose (5%) have a stronger presence on Snapchat.
• Influencers tend to focus on one platform for brand promotion, with larger brands dominating both platforms.
• There is a correlation between brand mentions for products that are alternatives or substitutes. For instance, mentions of L'Oreal often coincide with Rimmel and Maybelline, and Smashbox is frequently linked to MAC.

Key Takeaways

• 57% of new followers added brands through Deeplink.
• 11% of new followers used Snapcodes.
• 26% of new followers discovered brands via Username.
• The overall completion rate of stories reached 91%, with shorter stories contributing to better engagement.
• Brands post 3 times a week, with the highest activity on Thursdays, Fridays, and Saturdays.
• Non-Governmental Organizations post the most video content (74%), while Luxury Goods post the most image content (63%).
• Larger brands are more frequently mentioned on Instagram Stories, while smaller brands have a stronger presence on Snapchat.
• Influencers often focus on one platform for brand promotion, with Instagram being the preferred choice for larger brands.

Conclusion

Snaplytics' Q2 2017 report reveals a growing trend in Instagram Stories as a platform for brand mentions, alongside a shift in how followers discover brands on Snapchat. While Deeplink has become the dominant method for follower acquisition, brands are adapting by posting shorter, more engaging stories. The choice of media type (video vs. image) varies by industry, with video content still being the most prevalent, and shorter stories leading to better completion rates. Influencers play a key role in driving brand awareness, though they often focus on one platform, and there is a notable correlation between brand mentions for competing or alternative products.