Snapchat was the fastest growing social app in 2014.
Ephemeral social messaging continues its meteoric rise as people seek more private platforms for social messaging, with Snapchat the fastest growing social media app this year, according to GlobalWebIndex. Snapchat adoption jumped 56 percent among Internet users 16–64 between Q1 and Q3, driven especially by younger consumers in the U.S., U.K., Australia, Ireland and Canada. Snapchat’s audience is also the youngest of any social or messaging app, the study notes. Overall, the research shows continued growth of social media on mobile devices, with every social and messaging app that GWI tracks picking up significant increases in adoption in the past six months.
While advertisers are still figuring out how to best use Snapchat, as Adweek reports, expect more experimentation as brands try new ways to reach Millennial and Gen Z users. In a bid to engage with younger travelers, Marriott will start using Snapchat as part of a Millennial-focused push. The chain signed a co-production deal with startup Naritiv to create interactive travel stories featuring Snapchat influencers like Casey Neistat, whom the company has added to a roster of content creators, according to Variety. Meanwhile, Digiday reports that U.K. travel company Topdeck, which targets 18- to 30-year-olds, has launched a “travel show” via Snapchat Stories featuring YouTube star James Hill traveling around Europe.