This what brands do on Snapchat in Belgium:
The amount of Snapchat users in Belgium is estimated at 1 million and continues to grow. The application isn't more popular anywhere else than in our country (60% of 16-24yo's are using Snapchat).
It was about time to better understand how brands are using Snapchat in Belgium. In collaboration with Digimedia we setup a research in order gather more insights on brands first experiences on Snapchat. Beside experiences of brands that are active on Snapchat, we also researched brands that aren't present (yet) and their reasons why. Engagement and awareness are Snapchat main assets, while content creation & analytics are the main challenges.
3. About the
research
Purpose of the research
Snapchat counts about 1 million users in Belgium and is growing fast. We
have the highest usage among 16-24yoâs in Belgium of all countries and
the app is always present in the top5 of most downloaded apps.
In collaboration with Digimedia we set up a survey to gather some insights
on the first experiences of brands presence on Snapchat. Beside active
brands on Snapchat weâve also gathered insights of non-active brands to
identify why theyâre not active (yet).
In total 93 brands participated in the research, all data was collected
through an online survey. Thanks to everyone who completed the survey or
shared it!
Image by https://www.youtube.com/user/GettingPretty/
4. Key insights
Brands are discovering Snapchat
Of all 93 brands that participated in the research, thereâs 31 active
on Snapchat, 90% of which for less than one year. Brands that are
not present on the platform say its difficult to identify performance
on Snapchat. However more than half of the brands to launch their
Snapchat presence.
Snapchat scores on engagement
The first experiences of brands active on Snapchat are positve, but
still in a learning and testing phase. Most brands are positive about
the engagement they receive. Followers respond more quickly and
more frequently than on Facebook. Increasing awareness and
reaching a young audience are the major reasons for brands to be
active on Snapchat.
Content creation is a challenge
Creating good Snapchat content is something that brands are still
struggling with. Content has to be fast and fun and less commercial
than on other platforms. Snapchat is not a platform where its only
about promoting a brand. Thereâs a big challenge for brands
because Snapchat is more âin the momentâ.
Need for analytics
Our research shows that brands have a strong need of insights and
a measurement of the impact of Snapchat. At this stage the view
on performance and analytics is poor. Also the ability to plan and
schedule content is considered a drawback for many brands.
5. One third of
brands are
active on
Snapchat in
Belgium
Q: Are you active on Snapchat? (N: 93)
12. Brands are
reaching out to
young adults
Q: On which target group are you focusing your content on? (N: 31)
13. Brands are
snapping
about products
and on the
moment
Q: Which are the subjects that you are talking about on Snapchat? (multiple answers possible) (N: 31)
14. Awareness is
the most
important
added value of
Snapchat, but
its also still in
a testing phase
Q: Which is the added value of Snapchat? (multiple answers possible) (N: 31)
15. Lack of stats &
unavailability
to schedule
are the major
shortcomings
of Snapchat
for brands.
Q: What are the shortcomings of Snapchat? (multiple answers possible) (N: 31)
16. The reach on
young
audiences is
its major
advantage vs.
other social
media
Q: Which are Snapchatâs strenghts compared to other social media channels. (multiple answers possible) (N:31)
17. Learnings âą Platform specific content & imagery is very important.
âą Loose control and let your audience speak
âą Take benefit from the audienceâs FOMO, create original snaps that people donât want to miss,
thatâs Snapchatâs strength.
âą Going into dialog with some of your active followers is very interesting and is much appreciated.
Q: Which are the most important learnings since youâve started on Snapchat? (multiple answers possible) (N:31)
âSnapchat is a whole new channel that allows us to show our content in a funny, interactive and
exciting way to a young audience.â
- Deirdre Keustermans, Marketing Director at 20th Century Fox
âFor the moment Snapchat has not yet come to age. It remains very time consuming to manage and
local advertising solutions to obtain a higher reach are still missing. It is however a great channel to
engage with the younger target audiences of our brands.â
- Nicolas Robeet, Digital Content Planning Manager, AB InBev
19. More than half
of the brands
plan to launch
their presence
on Snapchat
Q: Do you plan to get active on Snapchat? (N:62)
20. The reach on
young
audiences is
its major
advantage vs.
other social
media
Q: Which are the conditions that need to be completed to be active on Snapchat? (multiple answers possible) (N: 62)
22. Inspiring
brands to
follow
Q: Which brands are doing Snapchat in a good way? (N: 93)
buzzfeed GreenpeaceInt cocacola netflix
studiobrussel jupiler_belgiumvtm.be foxfilmbe
INTERNATIONALBELGIUM
23. About
Isobar
About Isobar
Isobar is 4,500 people in over 70 locations across more than 45 markets
globally, united by belief in the power of âIdeas Without Limits.â As digital
technology continues to transform businesses and brands, what we can do
has no boundaries.
We take up new challenges with an open mind about the structure, team,
technology and creative solution necessary to deliver the best possible
outcome for clients.
Isobar is part of the Dentsu Aegis Network. Dentsu Aegis Network is
innovating the way brands are built for its clients through its best-in-class
expertise and capabilities in media, digital and creative communications
services.
24. About
Digimedia
About Digimedia
Since 2002 Digimedia.be informs everyone who is interested in the use of
new media in marketing and communication in Belgium. The website is
targeted at anyone who is interested in the implementation of the new
media in the marketing and communications mix.
The website can be considered as the online version of the magazine
Inside Digital Media and represents a part of the archives available on its
website.
Want to know more about the commercial potential of Digimedia.be?
Contact via stephanie@best.be