Despite Snapchat’s notoriously slippery slope toward social media doom, the platform might pull through thanks to one pivotal point of interest for retailers. In addition to making 850 million shopping trips last Black Friday, US Snapchat users purchased about 20% more gifts during the season than non-Snapchatters overall. Though some retailers are cashing out on the platform, others are missing out.
Victoria’s Secret, for example, effectively leveraged Snapchat to generate hype. The lingerie retailer featured incremental show announcements and exclusive content for its annual fashion show, as well as a themed geofilter, in the months leading up to the event. Those efforts seem to have paid off, with the brand’s annual fashion show achieving a 1% increase in viewership last year, up from a 30% decline the year before. Additionally, according to Snap’s 2017 data, teenage Snapchat users were more likely to shop at apparel stores including Victoria’s Secret, which saw one of the largest increases in foot traffic volume last Black Friday.
In contrast, Burger King received a noteworthy amount of Snapchatter foot traffic during last year’s holiday season, but might not be taking full advantage of the opportunity. The chain falls woefully behind Wendy’s, McDonald’s, and Whataburger, which posts frequently on Snapchat, according to Gartner L2’s Digital IQ Index: Restaurants. This lack of social media savvy might have something to do with it. In addition to lagging behind its rivals, Burger King’s Twitter performance is similarly stalled, while Wendy’s, on the other hand, keeps thing spicy on the platform with the most retweeted tweet of all time.
For all its shortcomings, Snapchat packs a powerful punch when it comes to captivating teenagers. Brands looking for a boost shouldn’t sleep on the platform, but rather, capitalize on prime times for promotions such as Black Friday and the holiday season.