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28/08/2014 by

SnapChat Has Over 100 Million Monthly Active Users

The popular messaging app Snapchat has entered the elite club of social apps with more than 100 million monthly users.



With 100 million users, SnapChat has half the amount of its competitor Instagram. So it seems that SnapChat could be the next big thing.

That could also be the thought of venture capital firm Kleiner Perkins Caufield & Byer, as it has agreed to invest $20 million  in Snapchat, valuing the company close to $10 billion.

So what is SnapChat exactly?

SnapChat is an app that can be used to create photos and videos, add text and drawings and send these ‘Snaps’ to a controlled list of recipients.

Users set a time limit for how long recipients can view their Snaps (as of April 2014, the range is from 1 to 10 seconds). after which they will be hidden from the recipient’s device and deleted from Snapchat’s servers.

So any kind of obscene materials will disappear like snow for the sun.

Who is using it?

SnapChat has grown rapidly for an app that is just 2 years old. Most of the 100 million users are based in the US and a smaller part in Europe.

More than the half of its users are young; under 25 years old. Together they share over 700 messages per day.

A value of $10 billion, is that a lot?

Having in mind that Twitter is valued at $30 billion with around 280 million users, the valuation of SnapChat is pretty good. The big difference between Twitter and SnapChat: SnapChat doesn’t earn any money from advertising… yet.

So how can SnapChat make money?

SnapChat’s young target audience is very sensitive when it comes to advertising. SnapChat has recently shared a factsheet to some major advertisers explaining that advertising on SnapChat will be native, meaning: by creating engaging (branded) content.

The TV series Girls was one of the first advertisers. They’ve promoted their third season sending fans Snaps such as silly pictures, reminders about the season premiere and, soon, shots from the red carpet.


My Opinion?

A ten second video may not seem much compared to a proper video advertisement. But marketers must understand the potential Snapchat has to offer.

With the increasing number of users it has, SnapChat is a perfect tool to reach out to potential clienst customers with quick peeks of product images, fleeting promotions, and contests in real-time.

But remember use the medium as SnapChat advices: with engaging, entertaining content.

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About the Author
Laurens Bianchi is an online marketing professional from the Netherlands and has been blogging on ViralBlog since 2008.  Laurens is specialized in social media and content marketing in the sport, event and entertainment market. Follow him on Twitter or contact him on LinkedIn.


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