Snapchat has shared an outline of its utilization insights for 2024, which incorporates information on Lens engagement, model developments, Bitmoji objects, and extra.
And given the 12 months that Snap has had, by way of total fluctuations in efficiency and projection, it’s fascinating to notice these pattern insights, and to contemplate what they could imply for the platform shifting ahead.
First off, on Lenses, one in every of Snap’s most enduring and fascinating options. Snap says that the hottest Lenses of 2024 had been Pink Canine, Smooth Filter, and Scribble World.
The Pink Canine Lens is a variation on one in every of Snap’s first Lens developments, whereas the Smooth Filter might be thought-about to be among the many extra problematic image-altering filters, which modifications the way you seem (as an apart, TikTok lately carried out restrictions on image-altering results for younger teenagers). Scribble World, in the meantime, is an inventive re-interpretation, which jogs my memory of the “Tackle Me” movie clip.
By way of sponsored Lenses, Snap says that its Venom Lens in addition to these from Bojangles/Tri-Arc Meals Programs Inc. had been common.
Bitmoji have additionally grow to be an even bigger focus for Snap, because it eyes the following stage of digital connection. Bitmoji characters, which may be made in your likeness, may ultimately grow to be avatars for AR and VR experiences, and as such, Snap has been working to reinforce the enchantment of those depcitions with new clothes, visible upgrades, and extra.
Snap says that two of essentially the most shareable Bitmoji Lenses globally had been from Applebee’s and Pepsi. The high purchasable Bitmoji vogue clothes of 2024, in the meantime, had been Saggy Sweatpants, Saggy Skater Jorts, Saggy Camo Cargo Pants, Plush Pumpkin Slippers, Plush Cat Slippers.
A really mid-nineties really feel to those objects.
Snap has additionally supplied insights into magnificence developments particularly, with nearly 113 million Snapchatters utilizing a sponsored magnificence Lens no less than as soon as in 2024.
“A few of the most shareable Sponsored magnificence Lenses in 2024 within the US embrace: Ulta Magnificence and göt2b Metallic. In 2024 alone, Snapchatters have considered over 262 million hours of magnificence content material on Highlight globally.”
Snap’s additionally making a push on music-related content material, which has primarily grow to be the area of TikTok. However with TikTok now nearer than ever to a ban within the U.S., Snap’s additionally pushing its music credentials.
“A few of the high songs used for content material creation within the US had been: The Treatment’s “Friday I am in Love,” Artemas’s “I like the best way you kiss me,” Tommy Richman’s “MILLION DOLLAR BABY,” The Weeknd and Madonna’s “Common.”
Snap additionally says {that a} Lens selling Charlie XCX’s album was one of the shared sponsored Lenses of the 12 months.
Lastly, Snapchat additionally notes that it’s gaining traction with older audiences, with over 50% of Snapchat customers within the US now 25 years and older:
“With Gen Z and Millennials growing old up with us, they proceed to make use of our service to foster connections with shut family and friends and discover developments. We’re excited to be part of our group’s lives throughout all of their milestones!”
Snap says that when a Snapchatter makes use of the app for a full 12 months, their annual retention price over the following 5 years is 90% on common. Which is a loopy excessive quantity, and I do marvel what the affect is on time spent within the app, as extra of their grownup buddies make the most of different social and messaging platforms.
However both method, that’s a powerful declare, which reveals that Snap could have extra stickiness amongst older audiences than many would have anticipated.
Snapchat additionally says that over 578 million Snapchatters globally considered parenting content material within the app this 12 months.
This has lengthy been a tough egg for Snapchat to crack, in that it doesn’t appear to carry ongoing enchantment as its viewers ages up. However it has been engaged on this, and these stats present that, perhaps, these efforts are paying off over time.
Snap’s full 2024 overview additionally contains perception into engagement with sports activities content material, journey, motion pictures and extra.
You possibly can take a look at Snap’s full 2024 12 months in evaluate right here.
