月: 2020年5月

我清楚地记得在2018年 Snapchat 对应用进行了重大的重新设计，让用户发誓“永远不再使用该应用”.” Although many people attribute this change to the shift in the popularity of Instagram stories, people didn’t abandon Snapchat altogether – I’m sure most people don’t even remember what changed now. In fact, just two short years later, in the wake of the coronavirus pandemic, more users are turning. 通过Snapchat与家人和朋友保持联系. 这款应用的几乎所有功能的用户粘性都在增加, 其中一些已经达到了历史上的最高点.

推特也面临着类似的情况. An app that was once well known for its financial ups and downs (which in the last two years seems to have stabilized), people were taken by surprise when the company announced that they would ban all political related advertisements on their platform. 在这个选举周期中，参选人预计将花费前所未有的 10亿美元 在数字广告, 政客们被迫在竞争对手的平台上投入广告资金, Facebook(据估计 59% 这些钱都花在那里了). 然而，广告收入的缺乏似乎并没有对这个平台产生太大影响. 和, 最近的居家令, 平台的用户基础稳步增长，变得更加活跃, 让非政治广告商有机会获得更大的受众基础.

Snapchat

用户群

• 每月活跃用户: 2.29亿年
• 53% 在美国，年龄在18-24岁之间的用户占比最高
• 70%的Snapchat用户是女性
• 普通用户打开应用程序 19 次每天
• 3.50亿年
• 该应用程序每天有140亿视频被观看
• Snapchat的第一个系列 无尽的夏天 有 2800万观众 在第一季中
• Snapchat是青少年第二大最重要的平台(第一名是Instagram)
• 55% 很多用户表示他们关注平台上的一个或多个品牌

对冠状病毒

圣诞节来了, 感恩节, 母亲节, 和其他主要节日, 我随时准备收到Snapchat团队发来的庆祝视频. 然而, 随着冠状病毒疫情的蔓延, I noticed non-holiday messages coming from the team regarding updates to the platforms and special new additions. These were released either in an effort to keep users connected with friends and family or provide timely, 关于冠状病毒的事实核查信息.

发现, Snapchat’s content platform requires that all information shared is fact-checked and credible. This is essential as 68 million Snapchatters have viewed COVID-19 related content on Snapchat, especially among younger generations as over 40% of Gen Z has turned to this content for information. Snapchat也采取了以下措施来提供帮助

• 加速推出 在这里为你. 当Snapchat用户搜索与心理健康和焦虑相关的特定话题时, 他们会看到来自专家本地化合作伙伴的资源
• Launched a set of creative tools that allows Snapchat users to share expert-approved best practices
• Snap Lab(制作 眼镜)已经开始生产医用面罩，将捐赠给有需要的医院.

这对广告商意味着什么?

在一个 博客 出版于四月初, Snapchat表示:“我们发现平台上的用户参与度有所提高, 其中大部分来自亲密朋友之间的交流.” They also noted six different increases in app features that illustrate why they’ve seen an overall increase in overall app use.

• Snaps between friends 有 reached an all-time high (suppressing the traditional peaks of Christmas and major holidays)
• 打电话的时间增加了50%
• 群组聊天的参与度也达到了历史新高
• Snap Games has seen its highest figures since launch for overall time spent, player count and usage
• 玩隐形眼镜的时间增加了25%
• 人们花在Snapchat上的时间比以往任何时候都多

所有关于应用使用和用户粘性的数据, it’s no wonder advertisers are interested and pivoting their advertising dollars towards Snapchat. TikTok, Twitch, chiptoole和军队 are a few of the major players that have upped their Snapchat advertising during the last few months. With Snapchat’s swipe up feature that allows users to go directly from an ad to ordering food, 订阅服务, 学习或多或, 购买, Snapchat上的“可采取行动的”广告非常强大.

如果你的目标用户属于Snapchat的主要用户群体, it’s a great tool to in addition to or in place of Instagram and Facebook whose user base skews a little older (25-34 years old and 40-years-old, 分别).

推特

用户群

• 每月活跃用户: 3.3亿年
• 美国22%的成年人使用推特(18-24岁人群中有44%)
• 美国80%的推文来自10%的用户
• 66% 推特用户中男性占比最高
• 推特用户花费3美元.每节课39分钟
• 12%的美国人从推特上获取新闻
• 每天有5亿条推文被发送
• 40%的推特用户称在推特上看到某个产品后购买了它

对冠状病毒

在冠状病毒首次出现后的第一个月, 超过1500万条推文提到了冠状病毒. This set 推特 up for a huge undertaking in terms of mitigating the spread of false information. 然而, they were quick to make sure users searcing for information were presented factual and reliable information from sources such as the World Health Organization and the Center for Disease Control.  除了, they increased the use of artificial intelligence to detect false information and flag it for removal, 例如:

• 拒绝卫生当局的建议
• 描述有害或无效的治疗方法
• 声称谎言，煽动人们行动
• 声称特定的人群或民族或多或少受到影响
• 包含如何区分COVID-19和其他疾病的错误信息

这对广告商意味着什么?

正如上面提到的, 2019年底, 推特 announced that it would not allow political advertisements for the upcoming election. 以类似的方式, 随着冠状病毒在世界各地传播, 推特迅速禁止了与冠状病毒相关的广告. 然而,  in early April as the platform realized that companies couldn’t ignore the coronavirus in ads, they shifted their policy to allow the advertisements – with restrictions on who was allowed to speak on it and what they were allowed to say.  推特客户端CA88负责人Sarah Personette， 说: “It’s a shift that we’re making from an ads policy perspective because we believe that the messaging that brands and businesses can provide to the world and provide to consumers are going to be positively received.”

This 深思熟虑的 change in policy allows advertisers to reach the platforms increased user base (keeping in mind sympathetic messaging). 而且，广告商正在寻找成功. 在最近的报道中，广告商正在接近 多出14% 与今年1月相比，推特上的广告吸引了更多用户. 推特 is also a strategic choice for brands trying to reach a male audience as 66% of this audience is male, 这是社交媒体的一个异常现象, 因为大多数用户都是女性.

 

Both Snapchat and 推特 have implemented tactics to keep their user bases informed with fact-checked, 这段时间内的有效信息. Users have taken to these platforms both to consume this content and to keep in touch with family and friends, 这给广告商带来了巨大的机会. 因为消费者在这些平台上花费的时间越来越多, 广告商增加了浏览量和其他重要的KPI指标. 然而, 正如前面提到过的, 因为广告商正在努力接触这些全神贯注的观众, 确保及时发送信息, 深思熟虑的, and informative – consumers will be very turned off if they feel as though you are trying to use the current situation for profit.

Interested in learning more about how social media platforms have been affected by and in turn, 适应了冠状病毒带来的变化? 阅读我们社交系列的第二部分，了解Pinterest和Reddit平台的更新 在这里.