Last updated on 22nd November 2023
When building a social media presence, marketers rely on proven results and industry data. That principle applies equally to crafting a tweet or creating a Snapchat video.
Video is powerful: the average consumer watches more than 17 hours of video content each week. According to recent surveys, 70% of businesses that currently don’t use video plan to adopt it in 2023, underscoring its growing importance.
Yet, despite Snapchat’s early reputation as a video‑first platform, many brands are steering clear. Why? Let’s unpack the facts.
The Rise of Snapchat Video Marketing
Snapchat, a key destination for younger video viewers, entered the advertising arena in 2011—later than giants like Facebook and Twitter. The platform offers several video formats:
Stories
Stories are Snapchat’s flagship content type. Businesses can post a 10‑second video that appears in their followers’ feeds, just like any other social network. Celebrities such as Kylie Jenner have leveraged Stories to launch products, demonstrating their reach.
GeoFilters
GeoFilters let users overlay branded filters on photos within a specific geographic radius. This feature is especially useful for brick‑and‑mortar businesses looking to boost local awareness.
Advertising
Snapchat’s ad inventory is comparable to Facebook’s News Feed placements, showing ads between user Stories. For instance, LG recently ran a campaign that appeared directly within a Story collection.
Why Brands Are Skipping Snapchat
Despite a daily user base of 332 million, only 13% of video marketers are active on Snapchat in 2023. In contrast, 79% use LinkedIn and Instagram, while 86% rely on Facebook.
Limited Demographic Reach
Snapchat’s audience skews young: 48% are aged 15‑25, and only 5% are over 55. If your target market extends beyond millennials, Snapchat’s reach may not justify the investment.
Restricted Social Interaction
Unlike platforms that enable likes, shares, and comments, Snapchat offers limited engagement on ads. This lack of social amplification reduces the potential for organic reach and follower growth.
While Snapchat can deliver strong results for brands targeting a youthful demographic, many marketers find greater ROI on larger, more socially interactive platforms.
For deeper insights into video marketing trends for 2023, consult our comprehensive study where we surveyed hundreds of professionals about their strategies and expectations.
Elise Dopson is a digital marketing enthusiast from Manchester. Since starting her first blog at 12, she has built five successful sites and helped businesses enhance their online visibility. When not sharing marketing tips, she enjoys watching TV with a cup of tea—or three.