This Week in Social is a weekly digest of some of the biggest stories in social media marketing news. These stories are the show notes for the Brave Ad World Podcast. Each story is discussed at a deeper level on the podcast.
Snapchat Prepping Snapkit Launch
A leak has revealed that Snapchat is prepping to launch full-featured developer platform called Snapkit. While the platform’s full details have yet to be revealed, Snapkit will allow apps to offer an option to login with Snapchat, the ability for users to use their Bitmoji avatars within the app and ways for apps to incorporate Snapchat’s camera software to create content that can then be shared back to Snapchat.
Snapchat’s had a rough relationship with developers, which peaked in 2014 when Snapchat instituted a ban on apps that “interact with the Services or other users’ content or information without our written consent.” This platform would change all of that.
Snapkit could come in at a pretty interesting time. Snapchat's user growth has stalled, but if Snapchat’s able to launch a developer kit that integrates it into other apps, particularly popular ones, Snapchat could see growth in its business. Facebook proved that approach to be successful with its integration into third-party apps, but now Facebook is facing multiple privacy scandals. Snapchat could be the privacy first alternative to linking a social account to a third-party app.
More Teens Defect from Facebook
It’s largely accepted that Facebook is not the place where teens spend their time online, and new research from Pew Research Center shows that’s truer than ever. Only three years ago, 71% of teens used Facebook, but now the latest numbers show that only 51% of teens 13 - 17 use Facebook.
In that age group, Facebook is less popular than Snapchat, YouTube and Instagram, which Facebook owns. YouTube is the most popular with 85% of teens accessing the platform, followed by Instagram with 72% and Snapchat with 69%.
Facebook’s unquestioned dominance couldn’t continue forever, and it appears the current generation of teens may be the group that replaces Facebook’s pervasiveness in culture. That’s assuming, of course, that teens don’t pick up Facebook as they grow older, which is very much a possibility.
Still, Facebook remains well positioned with Instagram, which has only solidified its prominence in teens’ lives over recent years. But as large as Instagram is, it does not appear to be the dominant force that Facebook has been for the past decade. Instagram has some competition when it comes to the teen audience.
News Quick Hits
Snapchat launched the first Lens that reacts to sound. The lens will be the first of others, according to Snapchat, that responds to sound. This particular lens is an animal mask with ears that glow and eyes that move based on sound.
Google’s programmatic ad platform DoubleClick has announced that it will be supporting audio ads on music streaming services, including Pandora, SoundCloud, TuneIn and soon, Pandora. So any brand using DoubleClick will be able to programmatically place their audio ads on those platforms through one integrated platform.