With social media giants like Facebook and Twitter possessing the majority of online users, is it worth it to invest in Snapchat in a digital marketing campaign? According to Statista.com, there are over 214 million Facebook users in the U.S. The amount of Twitter users is 67 million. In comparison, the number of active users for Snapchat is 37 million. While the number of Snapchat users is drastically lower than Facebook and Twitter, 37 million users is still a large potential consumer base. With that being said, is it worth it to invest in Snapchat in a digital marketing campaign?
Factor in the Cost
There are several factors to seriously consider when deciding to spend a lot of time and resources on a digital marketing campaign. First and foremost–how much will it cost?
Advertising on major social media platforms isn’t cheap. The average start-up cost to advertise on Snapchat is around $3,000 a month. This doesn’t include fees or costs to create new content. Annually, it amounts to $36,000 just to have the right to advertise. This is certainly a large sum of money, and should only be considered with a pre-planned marketing campaign.
Obviously, if you’re a small business, investing in Snapchat may not be realistic, considering the high up-front costs. However, for large companies, this may be worth looking into, especially if you have the resources.
Another aspect that should garner serious consideration is the average age of the user. In contrast to Facebook and Twitter, the average age of the Snapchat user is very young, with 78% of users falling into the age range of 18-24 years.
The majority of Twitter users, comprising of 40%, are from the age range of 18-29 years. For Facebook, 25-34 years is the range with the highest number of users. The majority of Snapchat users fall under a younger age range compared to Twitter and Facebook.
Depending on your business and your target audience, it may be worth it to spend money on a digital marketing campaign for Snapchat. However, if your business is designed to attract an older demographic, Facebook and Twitter are the better options.
Results May Vary
The question still remains, is it worth it to invest in Snapchat in a digital marketing campaign? As you read in the previous paragraphs, there are some major factors to consider. Snapchat is newer and subsequently, has a younger average age demographic compared to Facebook and Twitter. And like these major social media platforms, advertising on them won’t be cheap. Additionally, due to the special, short-clip component of Snapchat, your marketing campaign must be creative and effective in attracting potential customers in 10-seconds or less.
If your business has the resources, aims to a younger age demographic, and has the willingness and creativity, Snapchat may be a sound choice for a digital marketing campaign. If you’re a small company with tighter budgets, it may be best to look towards other methods of attracting new clientele. As with everything, it is best to consider all pros and cons and then determine what will be best for you and your business.