Time to put away Instagram and get a quick lesson on Snapchat. Although Instagram’s audience has officially surpassed Snapchat, it doesn’t hurt to improve your Snapchat game and become an expert in both platforms. You know that Snapchat is a popular social media tool, but do you know how to grow and engage with your audience?

Snaplytics, a company that provides analytics for brands on Snapchat, produced its quarterly report that outlined how some of the major players on Snapchat are growing and engaging with its audience. Let’s review some of the key findings:

  • 64% of Snapchat followers in the 4th quarter found brands by searching for its username
  • 25% added the brand through Snapcode and 9% through Deeplink

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Being added by username is obviously a no-brainer when it comes to growing your audience. Brands are effectively promoting and creating awareness about their Snapchat accounts on other social media platforms. When brands aren’t cross-promoting their Snapchat accounts, they lose traction and get lost among the competition. With that in mind, promote your Snapchat username on all your active social accounts. Heck, if you want to take that a step further, include your Snapcode on all forms of collateral you distribute. Once you’ve established your follower base, you can expect 54.8% of your followers to open your story and 87.5% of those to watch the full story.

Now that we’ve established how brands are effectively growing their audience, how are they pushing out content to engage with them?

  • Brands averaged 13 Snapchat Stories per month
  • There is an average of 11 snaps (110 seconds or less of content) in a Snapchat Story
  • Most brands posted 2 times a week
  • 61% of snaps are videos
  • The account owner’s origins influence the length of content – advertisers create short stories and non-governmental organizations tend to create longer stories
  • Segments such as Luxury Goods, Food & Beverage and Fashion & Lifestyle had a higher amount of pictures compared to video

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Your Snapchat strategy should revolve around what your brand has to offer.  If your brand focuses on traveling and showcasing the location, then you should create short video stories. To really drill down on what content works best for your brand, test multiple variations of content and analyze your audience’s engagement. Testing different media mediums, frequency, length, and content type will help brands fine-tune their Snapchat strategy and see what speaks to their audience.

(For all you Snapchat loyalists, this is a platform you can still leverage, but it wouldn’t hurt to translate your Snapchat strategy over to Instagram. There’s nothing wrong with getting the best of both worlds.)