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Executive Summary:
Snapchat’s 2024 year-end insights highlight notable trends in augmented reality (AR), user engagement, and demographic shifts, emphasizing its evolving role in digital interaction. Key takeaways include:
- Lens Popularity: AR Lenses remain central to Snapchat’s appeal, with the most popular Lenses of the year being Pink Dog, Soft Filter, and Scribble World. Sponsored Lenses, including campaigns for Venom and Bojangles, also gained traction.
- Bitmoji Expansion: Bitmoji avatars are evolving as potential AR and VR avatars, with new styles and purchasable fashion items like Baggy Sweatpants and Plush Cat Slippers reflecting a retro 90s aesthetic.
- Beauty and Music Trends: Over 113 million users interacted with beauty-related Lenses, with sponsored content from Ulta Beauty and göt2b Metallic driving engagement. Music-related content surged, with top songs including The Cure’s “Friday I’m in Love” and The Weeknd and Madonna’s “Popular.”
- Older Demographics: Over 50% of Snapchat’s U.S. users are now 25 or older, reflecting a growing appeal among older audiences. Parenting content attracted over 578 million global viewers in 2024, showcasing a shift in user demographics.
- Retention and Engagement: Snapchat reports a 90% annual retention rate for users who stay active for a full year, underlining its stickiness even as its audience ages.
Snap’s focus on AR innovation, community building, and broadening content appeal indicates its commitment to staying relevant amid a competitive social media landscape. The platform also sees opportunities to expand its music and beauty verticals while retaining its core demographic through enhanced personalization and community connection.
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