Snapchat has shared an overview of its usage insights for 2024, which includes data on Lens engagement, brand trends, Bitmoji items, and more.
And given the year that Snap has had, in terms of overall fluctuations in performance and projection, it’s interesting to note these trend insights, and to consider what they may mean for the platform moving forward.
First off, on Lenses, one of Snap’s most enduring and engaging features. Snap says that the most popular Lenses of 2024 were Pink Dog, Soft Filter, and Scribble World.
The Pink Dog Lens is a variation on one of Snap’s first Lens trends, while the Soft Filter is probably considered to be among the more problematic image-altering filters, which changes how you appear (as an aside, TikTok recently implemented restrictions on image-altering effects for young teens). Scribble World, meanwhile, is an artistic re-interpretation, which reminds me of the “Take on Me” film clip.
In terms of sponsored Lenses, Snap says that its Venom Lens as well as those from Bojangles/Tri-Arc Food Systems Inc. were popular.
Bitmoji have also become a bigger focus for Snap, as it eyes the next stage of digital connection. Bitmoji characters, which can be made in your likeness, could eventually become avatars for AR and VR experiences, and as such, Snap has been working to enhance the appeal of these depcitions with new clothing, visual upgrades, and more.
Snap says that two of the most shareable Bitmoji Lenses globally were from Applebee’s and Pepsi. The top purchasable Bitmoji fashion garments of 2024, meanwhile, were Baggy Sweatpants, Baggy Skater Jorts, Baggy Camo Cargo Pants, Plush Pumpkin Slippers, Plush Cat Slippers.
A very mid-nineties feel to these items.
Snap has also provided insights into beauty trends specifically, with almost 113 million Snapchatters using a sponsored beauty Lens at least once in 2024.
“Some of the most shareable Sponsored beauty Lenses in 2024 in the US include: Ulta Beauty and göt2b Metallic. In 2024 alone, Snapchatters have viewed over 262 million hours of beauty content on Spotlight globally.”
Snap’s also making a push on music-related content, which has primarily become the domain of TikTok. But with TikTok now closer than ever to a ban in the U.S., Snap’s also pushing its music credentials.
“Some of the top songs used for content creation in the US were: The Cure’s “Friday I’m in Love,” Artemas’s “I like the way you kiss me,” Tommy Richman’s “MILLION DOLLAR BABY,” The Weeknd and Madonna’s “Popular.”
Snap also says that a Lens promoting Charlie XCX’s album was one of the most shared sponsored Lenses of the year.
Finally, Snapchat also notes that it’s gaining traction with older audiences, with over 50% of Snapchat users in the US now 25 years and older:
“With Gen Z and Millennials aging up with us, they continue to use our service to foster connections with close friends and family and explore trends. We’re excited to be a part of our community’s lives across all of their milestones!”
Snap says that when a Snapchatter uses the app for a full year, their annual retention rate over the next 5 years is 90% on average. Which is a crazy high amount, and I do wonder what the impact is on time spent in the app, as more of their adult friends utilize other social and messaging platforms.
But either way, that’s an impressive claim, which shows that Snap may have more stickiness among older audiences than many would have anticipated.
Snapchat also says that over 578 million Snapchatters globally viewed parenting content in the app this year.
This has long been a difficult egg for Snapchat to crack, in that it doesn’t seem to hold ongoing appeal as its audience ages up. But it has been working on this, and these stats show that, maybe, those efforts are paying off over time.
Snap’s full 2024 overview also includes insight into engagement with sports content, travel, movies and more.
