Brand Snapchat adoption rises, but "unique strategy" needed for success

Snapchat adoption among brands climbed in 2016, but many are not making the most of what the platform can offer from a marketing perspective.

This is according to new research from digital performance analyst L2, which shows that between January and September last year, the proportion of brands with a presence on Snapchat increased across nine major industries.

Around 90 per cent of activewear brands use the social image sharing app to promote their products, up from 71 percent in January, while 78 percent of beauty companies now have a presence on Snapchat, compared to 52 percent at the start of 2016.

However, many companies that open Snapchat accounts quickly abandon them, and analyst at eMarketer Cathy Boyle explained a "unique strategy" is needed for a brand to maintain a successful Snapchat presence.

"The more intimate nature of the platform means brands need to think carefully about a new, perhaps more personal, story they can tell," she noted.

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