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August 17, 2021
8/17/2021

Introducing Snapchat Trends

Snapchat has a passionate, engaged community of 293 million daily active users. Snapchatters use the Camera for everything from communicating with friends, to sharing moments throughout their days, to reacting to the world around them. The Camera and its rich form of expression allow Snapchatters to be creative,  authentic versions of themselves. 
For the first time, Snap is giving a glimpse into the topics and moments most relevant to the Snapchat Generation with the introduction of Snapchat Trends. Snapchat Trends highlights the most popular keywords shared with the Snapchat community via public Stories and My Stories that have been viewed by a large group, in addition to a searchable database of terms. With these insights, Snap is able to provide a new level of visibility into organic chatter on Snapchat, looking at what our community is talking about and showcasing popular Snaps that exemplify each trending topic.
For marketers and content creators, Snapchat Trends offers a brand new source of insight into the Snapchat Generation and an opportunity to learn more about the Snapchat community and the topics they care about. Through testing of Snapchat Trends, we’ve seen a number of partners successfully derive and apply new insights — both on and off platform. Here are a few examples and ideas on how to get started using Snapchat Trends:
5 Ways to Apply Snapchat Trends to Your Business
#1 Product Market Research
Trends data can be a helpful jumping off point in researching organic consumer behavior to evaluate overall market fit for your product or service. Any vertical or industry — whether it’s Consumer Packaged Goods (CPG), Automotive, or Entertainment — can use trend data to understand what products, shows, flavors, or models are most commonly being talked about. 
Using a CPG example, within the last few months we’ve seen a marked increase in the volume of conversation around seasonal summer flavors like strawberry, watermelon, and rhubarb, which may provide the inspiration to explore new potential products or flavors, or simply shift marketing focus to products within those flavor categories.
#2 Creative Messaging and Copywriting
We often see new and interesting language trends emerge in the way that Snapchatters communicate with friends and react to the world. For brands looking to build contextually relevant creative, this is a great way to keep a pulse on those trends and ensure that creative copy not only fits its context, but stands out. 
Recently, we saw a 100% increase in mentions of the phrase “third-wheeling.” After digging deeper, we found it actually was a recurring trend that peaked almost every Friday and Saturday. For the online dating industry, this language trend has been used as directional insight to help fuel new and relevant creative on Snap.   
#3 Building User Profiles and Personas 
Because communication on Snap most often occurs among close friends, Snapchatters often share what they’re doing in their daily lives, including both major life moments and more mundane daily activities. This can lead to powerful insights when building a profile of who your target audience is and what they do throughout their days and weeks, like going to work, shopping online, and streaming the latest content online. 
We found that mentions of the term “streaming” reliably peaks every Friday, which aligns with new music drops and new content hitting the streaming platforms. This opens up new potential media strategies and opportunities to align with your audiences core interests. 
#4 Researching Key Moments
Similar to the concept above, we’ve seen that Snapchatters not only use Snapchat to celebrate major milestones, but they also tend to celebrate those moments in between — what we like to call Snapchat Holidays. This can be anything from National Ice Cream Day to International Women’s day, and we tend to see a massive groundswell in conversation around these “in-between” holidays. For any brand looking to “own” a relevant moment, Trends can be an incredibly powerful planning tool in finding just the right moment to align a media strategy to. 
#5 Competitive Research 
One final and very valuable use is to understand the market in which a brand, product, or service operates. It can be used not only to understand consumer sentiment towards specific products or types of products, but also to understand competitive offerings and how those products fit in the market. By analyzing multiple products in one query, you can easily compare the peaks and valleys of conversation over time to see how your brand is faring relative to the competition on Snapchat. This can be incredibly insightful input for both ongoing brand-health monitoring and also larger quarterly business reviews. 
Uncover powerful insights on Snapchat Trends today and see what you can learn from the Snapchat generations to help power your brand.

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