Expectation, confirmed

A significant uptick in Snapchat usage by teens has been observed and quantified by eMarketer. At the same time, they’ve noted an abandonment of Facebook by the same demographic.

Once 2017 wraps, eMarketer says Snapchat will have more users from the 12-17 and 18-24 cohorts than either Facebook or Instagram.

Facebook wrinkles

eMarketer’s report says that Facebook usage by 12-17 year olds will fall by 3.4% in 2017, having already slipped by 1.2% in 2016.

It projects that Facebook will still manage overall user growth, but only because of ‘increased adoption by older internet users’.

Luckily for Zuckerberg, there is Instagram.

Instagram v Snapchat

Instagram is still on the rise, even with teens. In 2017, Instagram is projected to increase its age 12-17 users by 8.8%

At the same time, Snapchat is picking up users in all but the oldest age groups. It’s grip on the 18-24 age group is sky-rocketing by 25.8%.

Monetising millenials 

Like all online marketing, engagement only counts for so much—ultimately, it needs to be monetised.

If the trends continue, efficient and effective monetisation should get easier as Snapchat scale approaches Facebook’s mega-behemoth status.

Snapchat already has the audience. What should they do to attract the advertisers?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.