How Snapchat has develop into a favourite social community in 15-49 years

TikTok, Instagram, Twitter and others just have to watch out, Snapchat is far from saying its last word. While the social network, in the collective mind, seemed to hold roles of spirit against its competitors, a study conducted by Médiamétrie and Snap revealed to us this Wednesday, April 13, that it is most used among 15-49 year olds in January. France. In this age group, the little white spirit dominates the top 10, with 12.9 million users a day, or 57% of targeted Internet users, ahead of Facebook (12.3 million, 54%), Instagram (10.8 million, 47%) and WhatsApp (10.5 million, 46%). TikTok ranks last with 5.7 million users per day (25%). “We really saw acceleration in use on all messaging platforms during the first closure,” explains Bertrand Krug, of Médiamétrie. Logical use, to stay in touch with loved ones. However, Snapchat, in the collective mind, suffers from a low-end image, for those who know it … How can such an image hide such success?

A new information tool for the youngest

The great strength of Snapchat is that it managed to capture a young audience, with a variety of content. “The company has launched a service called Discover, which works in partnership with the media, which creates application-specific content,” recalls Margot Déage, a sociologist who has worked on the messaging service for a long time. , who use it to stay informed. ” A service that is becoming increasingly popular as young people receive information through their smartphones. In 2021, 50% of people under the age of 30 will receive news on their phone. “At the time I worked at M6, we launched the ‘Loris dans la rue’ program, with an audience of millions,” said Emmanuelle Patry, founder of the Social Media Lab.

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