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Snap Coronavirus Marketing

Snap reports usage boost from Covid-19 with increased ad engagement


By Imogen Watson, Senior reporter

April 2, 2020 | 3 min read

With more folk staying in-doors, Snap is getting a well-needed boost in usage from Covid-19, resulting in increased engagement on its ads.

Snap reports usage boost from Covid-19 with increased ad engagement

Snap reports usage boost from Covid-19 with increased ad engagement

Despite being confined to the boundary of their homes, the world is arguably better connected than ever, with people staying in touch with their family and friends virtually via technology.

With people spending more time on their phones to stay virtually in touch, Snap has seen a spike in video and voice calling usage, which is up 50% during late March, compared with late February.

Further, measured against data collated prior to the outbreak, Snapchatters communicating through texts is up 50%, with snaps up 44%.

As a result, Snap has observed an increase in engagement on its ads with a 36% increase in install volume for app ads and a 19% increase in swipe-up rate overall during late March compared to late February.

It has also reported that online shopping for athleisure, pet products and home goods are trending, with people keeping their shopping habits alive online.

Not only that, with dining-out a no-go, Snap has reported there has been an increase in consumers looking for alternatives. Food delivery, primarily prepared foods, has seen an increase in web visits and responses to app install ads.

While people look to stay informed during this uncertain time, Snap has recorded an increase in traffic to news and financial sites. And, specifically in the UK, a recent poll has found Snapchatters are most often looking to official UK government sources has grown 50% and online news sources 49%.

Given the anxiety the coronavirus lockdown has induced, back in March Snap accelerating its mental health tool, Here For You, to British and American users earlier than planned.

The all-new feature pairs individual users with mental health resources whenever keywords such as anxiety, depression, stress, suicidal thoughts, grief and bullying are used.

The stats will be welcome news for Snap, that has been struggling to compete with itself competitors Instagram and TikTok. It is another example of social media bearing well with the lockdown, alongside apps and entertainment services like Netflix, amazon Prime who have also seen an uplift in usage.

Further, US daytime television is witnessing a resurgence as self-isolating Americans turn to formats such as Ellen, Access Hollywood and The Talk to tide them through the coronavirus pandemic.

The rapid and dramatic shift in viewer behaviour is recorded by Samba TV, which registered a 16% jump in daytime viewing on Monday versus the week prior, the first full weekday since the imposition of strict social distancing measures.

Snap Coronavirus Marketing

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