Adidas is yet to know the full role of Snapchat in its marketing but it does know that its content is likely to be viewed for longer when it’s on the app compared to other platforms.

It’s one of the early takeaways the sportswear brand has garnered from the 20 or so Stories it has posted over the last year. Such has been the level of engagement from those posts that “retention on Snapchat,” is insane for Adidas, claimed Dan Moseley, its account director at We Are Social. Speaking at Social Media Week London, he explained how this was particularly true when retention rates for its Snapchat Stories were compared to its videos on YouTube, which have played a pivotal role in the brand’s revamp over the last 18 months.

“It’s [Snapchat] is regularly topping out 80 to 90 per cent much higher [compared to YouTube],” he said. “That’s really important in showing that we can deliver something that people don’t drop off on.”

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