Many observers thought the era of Snapchat was over. They were wrong. The social network is in great shape (financially as well, since the platform has been generating profits for a few months) and the French use it more and more : 94% of 15-24 year olds use the application in France and 18 million people connect to Snapchat every day, i.e. 40% of French Internet users.
Snapchat is attracting more and more French people
Snapchat is not dead, quite the contrary. According to a recent study by Mediametry, 47% of French internet users consulted the application at least once during the month of January 2022. In addition, the evolution of the social network between 2020 and 2022 is quite impressive: monthly unique visitors increased by 26%, while daily unique visitors grew by 32%. Figures that allow Snapchat to point to third place among the most used social networks in France and even to win first place as the most visited mobile application on a daily basis among 15-49 year olds.
David Sourenian, Head of Marketing Europe at Snap, points out that “Since its inception, Snapchat’s mission has been to provide an authentic space where its community can express itself naturally in complete safety. Opening the app directly on the camera enables quick visual communication and helps build closer bonds”. It seems that this secure environment and the many features offered to users have contributed to this strong audience growth in France. Each day, French people spend 49 minutes of their time on Snapchat.
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The application of usability and creativity
The social network has strengthened its position since the health crisis. Indeed, on Snapchat, French users come looking for a good mood and consider it to be a friendly social network. In the difficult context of the pandemic, Internet users have found in Snapchat a kind of comforting cocoon. According to the study of Mediametry, 5 emotions are associated with the social network : joy, tolerance, creativity, cohesion and spontaneity. Snapchat responds to the primary use of social networks: entertainment. When others have turned into an advertising platform or a digital press organ.
The social network is transformed into “best friends app”. As most social networks favor brands or partnerships, the French fall back on the social network which still keeps its promise. 90% of users say they enjoy sharing and celebrating moments of their life on the platform, and 54% of them confirm that having fun has become a primary value. Snapchat is the most used social network to create content with its camera: 3 out of 5 users use visual communication to chat with their loved ones.