Snapchat has unveiled a new report that definitely puts forth its unique reach for the younger generation. The report underlines the value of the platform as a messaging app where interaction happens, since most Snapchat users mainly use the app to remain in contact with others rather than the key messaging platforms.

Snapchat partnered with GWI on the latter's latest study, examining how often Snapchat users open other apps and their reliance daily on them for social and engagement activities.

Data shows that 51 percent of daily Snapchatters, aged 16 and above, never use TikTok every day, while 67 percent never log onto Twitter at the same rate.

Interesting, given how big TikTok has gotten and how popular it is with younger demographics. You'd probably expect to see a lot more overlap in that area, but again, the numbers indicate Snapchat users are loyal to the app-a combination that may also be a vote of confidence in its own short-form video feed, Spotlight.

If people are getting their TikTok-type fix on Snap, or indeed any other app, that justifies this type of replication – so even if you think it's a cheap tactic to copy a competitor, if it works.

As can be seen on this chart, Instagram is the closest alignment, as 70% of all active Snapchat users report also logging on to Instagram every day. However, about half of Snapchat's audience is not logging on to YouTube, TikTok, or Facebook at the same rate, reinforcing the app's unique reach potential and value that exists for those who regularly use the app to stay in touch with friends.
As Snap puts it:

"When we look at just the 16-24 year old daily Snapchatters, it gets even more interesting. Again, both Facebook and Twitter's reach decline by more, but TikTok's reach in this all-important Gen Z demographic does grow slightly. 70% of daily Snapchatters aged 16-24 don't use Twitter every day, 63% of daily Snapchatters aged 16-24 don't use Facebook every day, and 42% of daily Snapchatters aged 16-24 don't use TikTok every day."

Of course, also interesting to note the comparative difference between Messenger and WhatsApp users and Snapchatters, where most Snap users aren't opening these messaging apps at anywhere near the same rate. That suggests that for active Snap users, it's now the messaging app of choice, which is an important trend to keep in mind for marketers looking to establish connection via DMs.

Of course, it is not as if this means that Snapchat users would necessarily welcome messages from brands. Yet interestingly enough, one does wonder how Snapchat might support more intimate connectivity in this form and how that might shift the ballast for Snapchat users in terms of how they communicate.

It has, for a long time, claimed unique reach compared to other social apps with a similar study, published in 2019, revealing Snap users are highly aligned with the app.
This data may showcase Snapchat's unique audience reach and help differentiate the app from other competitors, encouraging more ad spend from brands seeking alternative avenues of promotion to this audience.

And it does a very nice job of summarizing the potential for Snap, which actually might help to highlight its value proposition in the space in being not so much directly comparable but rather unique.

Worth thinking about as part of your plans.