Snapchat is a favourite social community for 15-49 years

Although some thought he was dead, the social network Snapchat never stopped seducing the younger generations. It now has 12.9 million users in France and dominates the 15-49 age group. How does he manage to seduce the giant TikTok? Elements of the answer.

Snapchat released results for the first quarter of 2022 on April 21. Even if financial profitability was not achieved as Wall Street had hoped, the company recorded a nice increase in the number of its daily users, which is still higher than Facebook (12.3 million), Instagram (10.8 million) or WhatsApp (10.5 million). To everyone’s surprise, TikTok ranks last with 5.7 million users a day.

A study by Médiamétrie and Snap published on Wednesday 13 April shows that the app is mostly used by people aged 15 to 49 in January 2022 in France. In this age group, white spirit monopolizes the top 10, with a total of 12.9 million users per day, or 57% of targeted Internet users. “We’ve really seen acceleration in use on all messaging platforms during the first closure,” details Bertrand Krug, from Médiamétrie.

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Discover: the great power of Snapchat

Snapchat had 332 million daily active users in the first quarter of 2022, compared to 280 million in 2021, over the same period, an increase of 18%. This development is important in India, where smartphones are becoming more democratic.

Snapchat has managed to attract the youngest and offers them a variety of content. Margot Déage, a sociologist who has worked on social media for a long time, explains for Challenges: “The company has launched a service called Discover, which works in partnership with the media, who create application-specific content. Despite its complicated beginnings, this content has met with great success among young people who use it to stay informed. » Last year, 50% of people under the age of 30 received the news on their smartphone. Stories and Discover have become a key way for young people to learn about current events.

Snapchat was also a pioneer of effects and filters. Today, the platform relies on augmented reality with integration Snapchat lenses, which are filters that allow you to add a whole bunch of special effects to photos (3D, objects, characters, etc.). It can even refer to the shopping experience. So, 86% of Snapchat users state that they want to use this technology for shopping, and 77% of them would be willing to use it to try on makeup or clothes, especially to reduce their impact on the environment.

David Sourenyan. The Marketing Director for Europe explains: French Snapchatters have embraced the everyday use of augmented reality, which is now an integral part of Snapchat. Over the years, it has evolved from entertainment to usefulness, with incredible potential to improve the way we live, learn, explore, create or buy. »

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Coronavirus: disappointing results for Snapchat

Snapchat revenue grew 38%. It reached $ 1.06 billion, just below the forecasts of Refinitiva experts, who estimated the company’s turnover at $ 1.07 billion. In 2021, at the same time, Snapchat revenue was estimated at $ 770 million.

In addition, the social network announces a net loss of 360 million dollars compared to 287 million last year. However, Snapchat experienced that usage time increased sharply by 230% compared to 2021.

The war in Ukraine had repercussions on campaigns organized by advertisers on the application, which were canceled. Evan Spiegel, co-founder and CEO of Snapchat, said this first quarter was ” heavier than expected. In the days following the Russian invasion of Ukraine on February 24, we noticed that many of our advertisers were pausing their campaigns.

“The vast majority of our clients continued their campaigns within 10 days of the invasion. Average daily earnings in March exceeded pre-invasion levels. However, the growth rate from the previous year remained below pre-invasion levels, at about 32% from February 24 to the end of the first quarter. “Says Derek Andersen, CFO of Snapchat. The company has invested $ 5 million to support its employees in Ukraine.

Read also: The war in Ukraine: What about exchange and internship students in Russia?

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