Travel Brands Are Missing Out on Snapchat Right Now
Photo Credit: Part of Beautiful Destinations Snapchat campaign for a brand. Skift
Skift Take
Snapchat is utilized by major brands for advertising purposes and as a new way to push content to a younger demographic. Travel brands are deciding if that's a demographic they want to reach and if it makes sense for them to be on Snapchat, which aren't always bad things.
With 100 million active users and seven billion daily video views Snapchat is already seen as a maturing platform by several brands from television networks to lifestyle publications.
But so far most travel brands haven't taken the bait.
Considering 45% of Snapchat's users are aged 18 to 24 years old, the highest percentage for that age bracket compared to any other social network according to comScore, maybe brands are wary of spending time and money with an age demographic that likely won't convert to a lot of bookings.
Instagram and Facebook's user demographics are more distributed in comparison; some 23% of Instagram's users are in the 18 to 24-year-old group and 26% are between 25 to 34 years old, while for Facebook, 18% of users are 18 to 24 years old, 22% are 25 to 34 years old, and 19% are 35 to 44 years old.
Some brands, though, see an opportunity in introducing themselves to these younger audiences and integrating their stories into those of Snapchat influencers t
