10 crucial statistics from the Leaked Snapchat Data

We pick the 10 most important statistics from the Leaked Snapchat Data for brands and agencies out there.

It’s hardly been 10 days into 2018 and the year seems to have taken a toll on Snapchat. In a surprising turn of events, The Daily beast’s Taylor Lorenz reviewed “five months of confidential DAU metrics for nearly every feature in the app.”

The statistics reveal a few extremely unsettling statistics, questioning the app's future. Nonetheless, there are a few silver linings in there too.

To sum it up, Snapchat has a set of loyal users who continue to use the app actively; however, they rely on the core messaging functions, leaving Snap’s major features and revenue earners such as Discover and Snap Map trailing way behind.

Also Read: Snapchat redesign backfires: Users bash new update on Twitter

We pick the 10 most important statistics from the Leaked Snapchat Data for brands and agencies out there.

1. In September 2017, on an average 19 million users checked Snap Maps daily (as opposed to 35 million users in June); this accounts for 11 per cent of the total Snapchat user base.
2. In August 2017, 64 per cent of the total users were more likely to send a snap as a personal message rather than posting it as a story.
3. In the same month, users sent an average 34 chat messages per day.
4. The Discover section received got around 38 million users in July, this however, dropped to 34 million in the later part of the year.
5. Snapchat’s average minutes of usage grew from 32.7 in April to 34.8 in September.
6. The number of users sending daily snaps increased from almost 80 million to 88 million.
7. The number of daily snaps viewed increased from 3.9 billion to 4.6 billion, which amounts to a spike of 17.9 per cent.
8. Daily Snaps sent too witnessed a surge, rising from 2.08 billion to 2.21 billion.
9. The user growth during this time frame was recorded at 7 per cent. However, the number of daily users sending Snapchat stories stood flat at 51 million users.
10. Daily Snapchat Story unique viewers grew by 4.37 per cent, rising from 137 million to 143 million.

Takeaways for Brands?

Also Read: Snapchat advertising launches in India. Should advertisers jump in?

Snapchat redesign might pan out for better, but as of now, none of their business offerings seem to be doing well. If Snapchat is on your digital mix for the next quarter, treat it like a messaging app and not a social media platform. How would you use WhatsApp or Hike to market your product? Similar dynamics fine tuned to suit Snapchat’s young demographic should work for now.