A world to win with video

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Snapchat is a medium that does particularly well with a younger target group. But companies that have a target group above eighteen years old can also learn a lot from Snapchat. Stories are hot and Snapchat knows better than anyone that this contributes to a very involved community. Also for your brand.


Hogeschool Utrecht and Hogeschool Rotterdam are investigating, together with ten agencies, how the effectiveness of branded content can be increased. And the effectiveness of content on Snapchat is very relevant in this context. In this article, a diptych, Komala Mazerant and Danique Slob from education/research and Sanne van der Schee from the agency side discuss what we can learn from Snapchat on other social media.

Video is booming. This is what we can learn from content on Snapchat. Snapchat consists of 61 percent video phone number list And video is key when it comes to effectiveness, as we wrote earlier here on Frankwatching . Video is a must and the brands on Snapchat have realized this!

However, if we look at other social media, there seems to be a world to be won here. In an Instagram study, we examined 442 random posts (so no stories) from twenty brands from the Nielsen top 100. Only 11 percent of these posts consisted of a video. The photo carousel (comparable to snaps) was also hardly used. Also in the Twitter study in which 184 hooks from companies from the Forbes top 100 were examined, only 16 percent was video. Video is booming, but we see in our research that it is not yet used frequently on Twitter and Instagram.

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In practice: increasingly opting for video
We present this finding to Sanne van der Schee of RauwCC :

“I find only 11 percent video on Instagram remarkably low! On the other hand, Instagram is originally a photo platform and I see the video trend mainly on Facebook. We are also increasingly opting for video for our customers. For example, we converted a popular photo section on Facebook to a video section a few months ago. The organic reach increased from 20 thousand views to more than 60 thousand views. Don't forget that 'video' is just a form, the content of your content, and whether it appeals to your target group or audience is of course number one.”