With people being stuck inside due to COVID-19 lockdowns, social platforms are seeing a significant increase in usage. In an article called “Snapchat Sees Higher Usage Amid COVID-19 Lockdowns, Outlines Key Trends of Note” the writer Andrew Hutchinson discusses specific usage trends Snapchat has been seeing lately. Hutchinson means that this information could be valuable for marketers who are looking to maximize their performance during the current pandemic. In this blogpost, I will discuss three of the things I found most interesting with the article.
- Snapchat has reported a 50% increase in video calls during late March in comparison to late February. People are leaning to technology to help them stay connected with their friends and family during these difficult times. A popular feature Snapchat is offering is AR lenses which also has been seeing a huge increase in usage lately. In addition, the article states that people are also spending 25% more time using normal lenses.
- COVID-19 has most certainly had a lot of negative impacts, but one positive things for marketers is that ads are now performing a lot better than usual. Snapchat has shown a 36% increase in install volume for apps and a 19% increase in swipe-up rate during the last month. For marketers it is important to note this huge increase in engagements throughout social platforms since it can help grow their businesses.
- Although Hutchinson states that the increased attention within social apps is most important to note for retail brands that “are losing out on foot traffic due to forced closures,” he also says it is not just retailers who should be considering new ways of connecting to their audience. The article provides an overview of key trends Snapchat is seeing right now. For example, users have shown an increased interest in fitness and wellness, streaming, and interior decorating and crafts.
Personally, this past month I have downloaded new workout apps, spent time painting and making collages, and ordered home new workout equipment. As the article states “there are still opportunities to connect for brands that are able to cater to such, and that there are still people looking for products online.”
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