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.

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

Quote of the Day: “Supernatural is a guilty pleasure show.  While it isn't very consistent in terms of plotline, it’s a fun show with a lovable cast, and it’s ludicrous story keeps you wondering what is next.”—Female, 26, GA

Millennial women are taking over proposing, and looking up ways to pop the question. On Pinterest, “women propose to men ideas” is being searched more than ever, with popularity of the term rising 336% year-over-year. And women aren’t just getting down on one knee to propose to men: the term with the greatest growth from 2017 is “unique lesbian proposals,” which saw a 1,352% rise. Pinterest also found that emerald engagement rings are trending, demonstrating Millennials’ growing interest in non-diamond options. (The Cut)

Dave & Buster’s is positioned to win over experience-loving Millennials. Despite disappointing earnings of late, investors are buying up the experiential restaurant’s stock during its dip because (as one analyst explains) they “believe [Dave & Buster's] can outperform other full-service concepts and drive multiple expansion as it proves itself as a differentiated growth concept.”  Our Experiencification trend backs up their bet, finding that 74% of Gen Z & Millennials would rather spend money on experiences than products. (TheStreet)

Airlines made for Millennials are failing. Air France is thinking about shuttering Joon, their trendy airline, just one year after it took flight. As it turns out, Generation Wanderlust values one thing above amenities like stylish steward outfits and smart tech: value itself. The airlines that are seeing success are budget-friendly first and foremost, like Norwegian Air. ICF Aviation’s SVP sums it up, “What does a [M]illennial want in an airline? A low fare and a good schedule…They don’t want more purple lighting.” (Vox)

Fortnite isn’t just “the most important game of 2018"—it’s “a cultural tsunami.” Nearly 80 million people played the battle royale-style game that’s taking over the internet this year, and over 65% of Fortnite’s players are under-24-years-old. If that’s not enough evidence that brands should cashing in on the craze, celebrities like Drake are playing the game and sports stars like Antoine Griezmann are doing Fortnite’s signature emote dances on the field. (CNET)

Media companies could be under-estimating Nickelodeon’s young fandom. Nielsen reports that two-11-year-olds spent 23 hours each week watching TV in the second quarter of 2018, with almost 15 of those hours taken up by live TV or DVR-recorded content. While Nickelodeon ratings may be down, they’re still the leader of kids’ networks, accounting for 67% of all ad-supported kids’ TV viewing. However, 74% of Millennial parents tell Ypulse that their children watch more content on streaming services than cable. (Bloomberg)

Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies