Survey Monkey’s Intelligence blog released its results for the 60 most popular apps of 2016 (so far).
Snapchat, which is seemingly the shiny red ball for marketers this year, is one of the most downloaded apps (#2, only behind Facebook’s Messenger), but it is definitely not the most used, ranking #13, just ahead of Netflix but far behind Facebook, YouTube and Messenger.
The UI is just one reason — Snapchat does not get great reviews from users (an overall rating of 2.5 stars in the iTunes store).
Also, just ask your friends. I’m not going out on a limb to say you will find people with the Snapchat app on their phones, who tried it a couple times only to never use it again.
The company is also not very analytics friendly.
Another interesting note from Business Insider: less than 60% of Snapchat’s monthly active users were visiting the app daily as of April 2016.
With the launch of Instagram Stories, brands are already seeing traction they have not been getting on Snapchat. For example, Ad Age just reported that Nike, for example, generated 800,000 views in 24 hours for an Instagram Story that it posted on Tuesday, the first day the feature was available. Nike’s best video on Snapchat got 66,000 views, according to Nike and its social media agency Laundry Service.
This week also marks the testing of a new Snapchat-like camera with filters and stickers. Facebook is pushing hard to provide its users with similar features and for good reason.
It wasn’t too long ago that Snapchat turned down Zuckerberg’s multiple offers of billions to buy the company. But, more so because a lot of businesses and influencers do not have the bandwidth to commit resources to yet another platform which requires a huge amount of time and attention. Social media burnout is also very prevalent.
What will the numbers look like by the end of the year? Will Snapchat reach 200 million users or will it just disappear?
-Dan Grody, TGPR