|Despite the Hype, More Than 30 Percent of Brand Accounts are Dormant on Snapchat
While many big ad spenders have jumped onto the Snapchat, there is much inertia in content creation from brands on this much-hyped platform.
Among the 427 brands across nine industry verticals surveyed by research firm L2 in its 2017 report, 64 percent of them set up a presence on Snapchat between January and October of last year. But as of last October, only 67 percent of those were active, snapping at least once a month. In comparison, the average brand posts on Instagram about nine times a week (almost 30 times a month), and most brands post on Twitter multiple times a day for customer service purposes. Even Facebook, where post frequency has slowed, brands are still posting at least one to three times per week, according to Taylor Malmsheimer, senior associate for L2.
“The reason that post frequency remains low and sporadic on Snapchat is that many brands lack the internal teams or budgets to produce the volume of content necessary on Snapchat,” said Malmsheimer.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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