3 Graphs That Show Snapchat Is Rebounding With Millennials & Gen Z

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

We’ve been tracking brand sentiment surrounding Snapchat, and following a steep decline post-redesign, young consumers are giving the app a second chance.

It has been a rough couple of months for Snapchat since it rolled out its wildly unpopular update early in 2018. Although most social network updates experience some backlash, the revolt against Snapchat set new precedents: According to LikeFolio, almost 80% of tweets about Snapchat were negative immediately following the redesign, and a petition to go back to the original on Change.org surpassed one million signatures. Despite the outcry, Snap Inc. decided to hold their ground, with CEO Evan Spiegel stating, “It’ll take time for people to adjust.”    

And while the company is currently rolling out a redesign for its redesign, the damage has already been done. The not-so-hot take on Snapchat is that it’s only matter of time before it goes the way of Friendster, MySpace, and Google Plus. The media loves to declare things dead (and usually blames Millennials for killing them), but it might not be over just yet for the once-teen-beloved app. Ypulse’s youth brand tracker tells a different, more nuanced story about the social media giant.

*Yscore is calculated based on responses to the following prompt: “Please tell us how well you know each of the following brands.” On a six-point scale, respondents rate their relationship with one brand at a time; responses are then weighted and rebased to 100.

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Snapchat’s Yscore (a measurement that gauges young consumers’ relationship with the brand) declined after the redesign—and specifically after top teen celebrity Kylie Jenner tweeted her displeasure to her loyal followers—and continued to dip through the end of March. 

Millennials and Gen Z both saw a sharp decline in the weeks following Snapchat's redesign, but we can see that both have started to level out. Teens appear to be more apt to forgive Snapchat than Millennials, judging from the slight uptick in brand sentiment towards the end of March. We can break it down into even more specific demographic groups to see which age groups have had the rockiest relationship with the social media giant:

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Breaking it down by demo, 18-24-year-olds had the strongest relationship with Snapchat as of mid-January, right around the time of the redesign, with a Yscore of 82.9 out of 100. But since then, that score has declined sharply, reaching a low of 66 in April.

Meanwhile, 13-17-year-olds were feeling almost as good about Snapchat as 18-24-year-olds in mid-January with a Yscore of 74.8. But by the end of April, Snapchat’s Yscore among teens had plummeted to 58.7.

The 25-36-year-old demo actually saw a rise in Yscore on Snapchat from 49.8 in mid-January to 59.5 at the end of February. It’s possible that the press surrounding Snapchat worked to their favor temporarily. But not all press is good press. As older Millennials caught on to their younger counterparts’ distaste for the redesign around the end of March, 25-36-year-olds’ Yscore fell to 47.1.

But those who are ready to bury the Snapchat app alongside its Spectacles should take pause: According to Ybrands’ most recent data, Snap’s story isn’t over yet. Since Snapchat’s nadir during the last week of March, their score has slowly begun to bounce back. This is not to say Snap Inc. has dug itself out of its hole just yet. But it’s a start.

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

As long as Snapchat doesn’t do anything to win back the scorn of its users, the app stands a chance at (slowly) rebounding with young consumers—who have proven time and again that they’re quick to forgive and fickle with their brand bans. 

To download the PDF version of this insight article, click here.

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The Newsfeed

Quote of the Day: “The [financial] industry has been slow to adapt to the ways in which young people want to be communicated with and to communicate with each other.”—Ian Rosen, CEO, StockTwits (YPulse)

Instagram users can now purchase products without leaving the app. The platform’s shopping tags are evolving to allow users to check out directly inside the app from about 20 retailers using saved payment and shipping information. The move doesn’t just give Facebook a direct cut of each sale, but also allows the platform to collect data that they’ll leverage in their ad targeting. Instagram’s influence over young consumers’ purchases continues to skyrocket, and according to our Shoppability trend, 72% of Gen Z & Millennials are open to buying products on social media. (Recode)

Disney and MAC Cosmetics are debuting a nostalgic makeup line for Aladdin fans. The Disney Aladdin collection features lipstick, an eyeshadow palette, and bronzer in jewel and metallic hues that Princess Jasmine might wear with her bright turquoise outfit. The partnership is part of the lead-up to the live-action Aladdin’s debut, and isn’t MAC’s first time introducing fans to whole new worlds of Disney-themed cosmetics. In the past, they’ve also released Cinderella and Disney villains-themed lines. (Teen Vogue)

Google announced their ambitious plan to become “the future of gaming:” a cloud-based streaming service called Stadia. Gamers will be able to play across device (phones, TVs, tablets, etc.) without waiting for the title to load in a YouTube-connected setting. That means viewers can instantly play titles featured in videos and stream their own gameplay to YouTube—which could challenge industry leader, Amazon-owned Twitch. The Netflix-like service is set to launch this year. (The Verge)

Instagrammable dim sum is going global. The craze stared in Hong Kong, where Social Places serves up bao made to look like tiny pigs and charcoal custard bao filled with “a thick liquid that oozes out like lava,” introducing three or four new incarnations each month to keep customers coming back. Meanwhile at Disneyland Hong Kong, Crystal Lotus customers dine on buns that look like their favorite animated characters, including Frozen's Olaf. In the U.S., San Francisco’s Chili House and New York’s RedFarm are some of the first to take on the trend. (Bloomberg)

Netflix’s next choose-your-own-adventure series lets viewers chart Bear Grylls’ journey through the wilderness. Soon, Netflix viewers will have the chance to become outdoors experts from the comfort of their couches, as they make the survival show celebrity’s choices as he traverses tricky situations. Grylls himself says that he’s “giving viewers an all-access pass to explore the world and its landscapes in my boots” and that “For the first time, my survival is in your hands.” (THR)

Quote of the Day: “One of the biggest myths about Millennials is that they do not want to engage with human beings, especially if a chatbot, app, or a website can be deployed.”—Xiomara Lorenzo, Director, Society of Grownups (YPulse)

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