Commexis Cast Daily – Feb. 07, 2018: Snapchat’s Q4 Upturn!

Today’s Commexis Cast discusses Snapchat’s Q4 earnings report which shows the company beating industry and Wall Street expectations for quarterly revenue and daily user growth. Digiday’s Sahil Patel has an excellent write-up of the report. Most fascinating to me is Snapchat’s massive demographic engagement with Lenses. Patel quotes CEO Evan Speigel: “Every week, on average, more than half of the entire 13-34-year-old population of the United States plays with augmented reality Lenses in Snapchat.” Those are some serious numbers that Snap may be able to leverage with other brands, especially when sponsored lenses are on the rise.

Speaking of new ways to reach audiences, Snapchat will Live-Stream key moments from NBC’s Winter Olympics Coverage. Variety’s Todd Spangler explains that Snap has expanded it’s deal with NBCUniversal for live streams of the Winter Olympics, and has “already signed deals with more than 20 advertisers that have bought sponsorships for Snapchat Olympic content, more than double the number of advertisers from Rio.”

Phillip and I discuss how successful we think this coverage will be. After all, with age demographics leaning younger for Snapchat, does their audience even care about this kind of content? Either way, the live streaming partnerships is a first step in a future that may open up the doors for more live streaming potential from other brands which is certainly something to keep an eye on.

Today’s cast: Phillip Brooks (Commexis Lead Strategist) and Matthew McGrorty (Commexis Videographer/Podcaster).

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