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Brands welcome on Snapchat but are warned to behave, exclusive Social Soup research finds

As featured in Campaign Brief.

Snapchat users want brands to be active on the booming social platform, but only if they play by their rules, leading influencer marketing agency Social Soup has found.

In one of the most comprehensive surveys of Snapchat in Australia, Social Soup surveyed 1,221 users from its panel of more than 165,000 influencers. It found that two-thirds (66%) wanted brands to create geofilters (location-based illustrations that can be overlaid on pictures) so they could integrate them into their stories, while less than a quarter (24%) said they would prefer to see no brands using the platform.

According to IAB and Nielsen there are more than three million active users of Snapchat in Australia, and that figure is predicted to grow significantly as its popularity grows.

Social Soup’s findings also revealed that 64% of users recalled a brand they had created a Snapchat story around, illustrating the value of these influencers for brands.

However, brands have been warned they need to follow some rules if they are to achieve cut through and not alienate Snapchatters. When questioned on the type of content they wanted to see, users said brands needed to be relaxed in their tone, noncommercial in messaging and consistent in their use of it. One respondent said: “They need to not be overly aggressive about why you will love the product. It needs to be lighthearted and fun because that’s the kind of platform Snapchat is.”

Snapchat also recently announced the launch of their Snap Ads platform offering advertisers more options on the platform including Snap Ads between stories, making the types of ads and synergy with the platform even more important. It comes as some of Australia’s biggest corporate names including Qantas and AAMI start to invest in producing Snapchat content and Social Social begins work on campaigns for KFC and Rexona.

Social Soup also found that 95% of those questioned were active on Snapchat more than twice a day, while 68% of 18-24-year olds said they were never not off it. Once considered the preserve of the millennial generation, more than half of those aged 35 and over said they also used it a couple of times a day. In addition Snappers send an average of 50 Snaps a week with an audience of approximately 35 for each of their stories.

Says Sharyn Smith, CEO of Social Soup: “Snapchat is all about fun and in the moment experiences and as its popularity grows, including with older demographics, then there’s a real opportunity for brands to be exposed to this very engaged audience.

“As the content disappears after up to 24 hours, it’s more like a real life conversations meaning you pay more attention to it. The ephemerality plays well for brands, but users have made it clear they don’t want them to overtly commercialise the platform with their content which is a warning all should heed.”

Social Soup has been operating for more than nine years and work with brands including Coca Cola, Goodman Fielder, PayPal, Nestle and Unilever.

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