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12 October 2021
Snapchat’s safety is a draw for Aussie dads
Marketing to parentsWebsites, online services, appsSocial media audiences
Australia’s Gen Z is keen on Snapchat, but their millennial parents are also increasingly keen users according to new research, and one of the things that attracts fathers in particular is the platform’s approach to safety.
Why it matters
As the credibility of rival social platform Facebook is damaged by a series of controversies around privacy and safety, Snapchat is finding that its focus on “relevant, safe, positive experiences” for its community is striking a chord with both consumers and brands.
Facebook (11.5 million users) and Instagram (10.8 million) remain by far the biggest social platforms in Australia, well ahead of Snapchat (6.3 million) and TikTok (2.5 million a year ago).
Snapchat claims to reach 90% of 13-24 years-olds and 75% of 13-34 year-olds in Australia.
One in four Australian parents engages on Snapchat, according to Kantar research (reported by B&T), with 70% of fathers using it because of its stance on safety.
Six in ten parents see Snapchat as a way for them and their child/children to have fun together.
“I’m personally really proud to work at a company like Snap, where since inception we have designed the app to be really thoughtful about that impact that we have on our community, and I feel like we’re increasingly finding the friends and advertisers and agencies want to ensure that their budgets are aligned with companies that also share their values” – Kathryn Carter, general manager for APAC, Snap (speaking to the Australian Financial Review).
Sourced from Australian Financial Review, B&T Magazine