Snapchat now has 280 million everyday users—the app’s biggest user growth increase in three years (partial thanks to its TikTok clone, Spotlight). YPulse’s Social Media Deep Dive trend report found that Snapchat has been keeping the attention of Gen Z and Millennials since 2016, with 56% of Gen Z and 44% of Millennials currently on the platform. This year, the app has seen a 20% increase in YoY usage growth—its biggest uptick in three years. Snap’s user growth is in part due to their success in creating original content like their “Ryan Doesn’t Know” series with Ryan Reynolds. Their TikTok clone, Spotlight, is also offering cash incentives for producing the best Spotlight shorts—which many creators are currently participating in. As the app continues to add new features like AR filters and Spotlight, brands have a variety of unique opportunities to captivate Gen Z and Millennial audiences. (Social Media Today)
