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, 25% are 25-to-34, while 13% are 35 or over.

The majority of these users, Shaw told the YMS 18 conference (London, March 2018), are extremely active on the platform. “We see the average daily user creating 20 snaps per day, over 25 seconds, and for over 30 minutes per day in the app. They’re engaging with their best friends when doing this, and they’re having fun in a really safe environment.”