Snapchat and Valentines Day, a real love story

Valentine’s Day is fast approaching! If you want to optimize your marketing campaign for this event this year, now is the time. For that, don’t neglect Snapchat, as this great app sees a peak of huge usage every year around the event…

Valentine’s Day in some figures

Valentine’s Day doesn’t have the same marketing impact as Christmas or Black Friday, but this phenomenon still can’t be underestimated. The figures show that:

  • It is the second day of the year when the most cards are dealt after Christmas (about 180 million worldwide);
  • About 80% of French people consider Valentine’s Day to be a business holiday;
  • In the United States alone, 36 million boxes of heart-shaped chocolates were sold in 2020.
  • More than $27 billion was spent in the United States in 2021, compared to about €13 billion in France.

For a successful marketing campaign, one of the best communication channels is social media, especially Snapchat.

Over the years, the app continues to see high usage in the global market and the steady growth of Spotlight, its TikTok-like feature.

In the third quarter of last year, for example, Snapchat passed the 300 million daily active user limit (306 million), according to its latest revenue report.

Snap CEO Evan Spiegel also noted that the app’s monthly active user count now exceeds 500 million. “including over 75% of children aged 13 to 34 in the United States, Canada, France, the United Kingdom, Australia and the Netherlands”.

Snapchat and Valentine’s Day, a True Love Story

Snapchat users are very responsive to ad campaigns involving the application, especially during Valentine’s Day, with its campaigns based on augmented reality being particularly effective.

74% of Snapchatters who use Augmented Reality use it for shopping, making AR essential to drive conversions. Zenni Optical, for example, increased profit on ad spend by 7.9x with its Shoppable AR testing target for Valentine’s Day in 2021.

According to its new report published in January 2022:

“As of February 2021, sponsored Lens campaigns in Europe that incorporated Valentine’s Day elements had a 175% higher share rate than campaigns without affiliation. And Snapchat is still affected by video ads, as collection ad campaigns with creative engagement for Valentine’s Day in the US had a 101% higher swipe-up rate in 2021 than campaigns with no engagement.

Consumers Can’t Wait to Celebrate Valentine’s Day

According to a Snapchat survey of users in the United States and around the world, 82% of those who celebrate Valentine’s Day plan to spend it with the most important people in their lives.

According to Snapchat experts, shoppers are actually looking forward to celebrating Valentine’s Day this year. Among those who discussed it:

  • use many words like Gift And Here ,
  • US In the U.S., users seem to be busy with flowers, roses and sweets;
  • Most other countries, Australia, Norway, Sweden, France, Germany and the UK, are also booming.

In terms of features, stories and engagement through the lens increase dramatically around Valentine’s Day. In 2021, the application saw a 65% increase in user activity compared to the previous 14-day average in the United States.

Valentine’s Day is of course about love and romance, but it is also about showing affection for friends, loved ones, and other important relationships. So what better place to connect and create influencer marketing campaigns than on Snapchat? Also, don’t forget that other important events will punctuate marketing campaigns, which will be consulted in the 2022 social media and marketing calendar.

Source: Snapchat

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