Achieving business success on Snapchat

Snapchat users tend to be very active on the platform, but unlike other social media platforms, they don’t accrue many followers and much of their interaction is with close friends – so brands need a different strategy.

David Shaw, Head of International Product Strategy at Snap Inc, the company behind Snapchat, sees his job as trying to better understand from advertisers and agency partners “which tools are needed to reach the audience that you’re trying to get to in the most effective way”.

Snapchat has been phenomenally successful since it launched as a social media network in 2011. Daily user figures currently stand at 187 million, with the platform growing globally, and is strongly associated with Generation Z and millennials. In the UK, there are 12 million Snapchat users: 26% are 13-to-17 year-olds, 37% are 18-to-24 year-olds,...

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