App Annie says Snapchat-centric marketing essential

Marketing personnel should develop specific campaigns for Snapchat, which stands out from rival messaging services in terms of usage, research company App Annie announced.

Analysis of social and messaging app usage by smartphone owners in the US and UK during Q4 2016 revealed Snapchat “has a truly unique and exclusive audience” among the coveted 18 to 34 year-old demographic, App Annie stated in a blog.

While the research company noted there is an overlap in usage between Snapchat and Facebook’s main apps, including its core app, Instagram and Messenger services, App Annie said its statistics show on any given day in the US, 35 per cent of Snapchat’s users cannot be reached by Facebook, 46 per cent can’t be reached by Instagram, and 58 per cent can’t be reached by Messenger.

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