As COVID-19 affects the lives of millions around the world, people are using Snapchat to stay close to their friends, family, coworkers, and community. Snapchat brings close friends and family together even when they’re apart — and we are grateful for the opportunity to help people stay in touch during this time.
Increased Snapchat Usage
Over the past few weeks, we’ve seen increased engagement across our platform, much of it coming from communication between close friends.
Life at Home
As daily routines have been disrupted, Snapchatters are adjusting their interests, priorities, and choices. Below are some of the emerging trends we've observed based on Snapchatters’ responses to ads and visitation to advertisers’ websites and apps.
Looking to Stay Informed
News and financial sites are seeing increases in activity as people look to stay informed and plan accordingly in the current environment. 4
Equity trading apps have also seen a spike in interest as Snapchatters look to pay closer attention to their investments in this time of uncertainty. 4
Practicalities of Flattening the Curve
Online shopping for athleisure, pet products, and home goods are trending as Snapchatters spend more time shopping on their phones rather than in-store. 4
As consumers are looking for alternatives to dining out and at-home cooking, food delivery — primarily prepared foods — is taking off with increases in web visits and responses to app install ads. 4
In-line with industry wide shifts towards mobile activity, we’re observing increased engagement on our ads, with a 36% increase in install volume for app ads, and a 19% increase in swipe-up rate overall during late March compared to late February. 4
Social Distancing and Well-Being
We’ve seen a spike in interest fitness & wellness, streaming & music, gambling games, and mobile gaming, as public entertainment and fitness venues are shut down in major portions of the country. 4
More people are exploring hobbies like interior decorating and crafts. 4
Online meditation services are seeing increases in activity. 4
Health and Safety First
Our top priority is ensuring Snapchatters have the resources they need to stay informed. Rather than offer an open news feed, Discover — our content platform — is curated and requires that the news channels presented on Discover are fact-checked and credible. We work closely with select partners, including the Centers for Disease Control and Prevention, World Health Organization, and some of the most trusted news organizations around the world. To date, over 445 Discover Stories or Shows have been produced on COVID-19, and over 68 million Snapchatters worldwide have viewed COVID-19-related content on Snapchat. In fact, over 40% of Gen Z in the US have tuned into this content to stay informed. 5
In light of the anxiety people are experiencing, we also accelerated the launch of a new feature, Here For You, which shows resources from expert localized partners when Snapchatters search for certain topics related to mental health and anxiety, including around COVID-19. Additionally, we launched a suite of Creative Tools to help Snapchatters share expert-approved best practices with friends and family, including a worldwide Filter with information sourced from the World Health Organization.
Most recently, Snap Lab, the team that makes Spectacles, has begun to produce much-needed medical face shields, which will be donated to augment the N95 masks we’ve given to hospitals in need. We’ve also provided thousands of meals and childcare essentials locally through partnerships.
As the situation continues to unfold, we’ll continue to stay close to our community and help our partners succeed in this uncertain environment. We’re thinking of all of you. Stay safe and healthy!