Snapchat’s Streaks Drive Usage But Perhaps Not Ad Viewing – Bloomberg (Jan 30, 2017)
I changed the headline here both to capture the main point of the article and to avoid a different connotation with the word “streaker”, which appears in the original. Teenagers in particular, but also some young adult users, work hard to keep “streaks” of activity between themselves and friends on Snapchat alive as long as possible, much as Apple Watch users might try to keep a stand or move streak alive. But the Snapchat behavior verges on obsessive or addictive, and much of the actual sharing between friends ends up becoming meaningless as user post for the sake of posting. Snapchat deliberately encourages this kind of behavior, and it drives usage of the app, but it doesn’t necessarily drive meaningful engagement, which is technically something different. Those users aren’t necessary spending emotionally significant time in the app, and they’re not necessarily looking at the parts of the app where they’re likeliest to see ads. When Snap makes its IPO filing public, digging for signs of this disparity between usage time and real engagement with content and ads is going to be key. It’s really the Discover and other content tabs rather than the one-to-one sharing features that will drive ad viewing and revenue, and Snap needs to be transparent about where users are actually spending time.
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