This what brands do on Snapchat in Belgium: The amount of Snapchat users in Belgium is estimated at 1 million and continues to grow. The application isn't more popular anywhere else than in our country (60% of 16-24yo's are using Snapchat). It was about time to better understand how brands are using Snapchat in Belgium. In collaboration with Digimedia we setup a research in order gather more insights on brands first experiences on Snapchat. Beside experiences of brands that are active on Snapchat, we also researched brands that aren't present (yet) and their reasons why. Engagement and awareness are Snapchat main assets, while content creation & analytics are the main challenges.

1. Brands on
Snapchat in
BelgiumJuly 2016

2. Table of
content
 Key Insights
 Active brands
 Inactive brands
 General

3. About the
research
Purpose of the research
Snapchat counts about 1 million users in Belgium and is growing fast. We
have the highest usage among 16-24yo’s in Belgium of all countries and
the app is always present in the top5 of most downloaded apps.
In collaboration with Digimedia we set up a survey to gather some insights
on the first experiences of brands presence on Snapchat. Beside active
brands on Snapchat we’ve also gathered insights of non-active brands to
identify why they’re not active (yet).
In total 93 brands participated in the research, all data was collected
through an online survey. Thanks to everyone who completed the survey or
shared it!
Image by https://www.youtube.com/user/GettingPretty/

4. Key insights
Brands are discovering Snapchat
Of all 93 brands that participated in the research, there’s 31 active
on Snapchat, 90% of which for less than one year. Brands that are
not present on the platform say its difficult to identify performance
on Snapchat. However more than half of the brands to launch their
Snapchat presence.
Snapchat scores on engagement
The first experiences of brands active on Snapchat are positve, but
still in a learning and testing phase. Most brands are positive about
the engagement they receive. Followers respond more quickly and
more frequently than on Facebook. Increasing awareness and
reaching a young audience are the major reasons for brands to be
active on Snapchat.
Content creation is a challenge
Creating good Snapchat content is something that brands are still
struggling with. Content has to be fast and fun and less commercial
than on other platforms. Snapchat is not a platform where its only
about promoting a brand. There’s a big challenge for brands
because Snapchat is more ‘in the moment’.
Need for analytics
Our research shows that brands have a strong need of insights and
a measurement of the impact of Snapchat. At this stage the view
on performance and analytics is poor. Also the ability to plan and
schedule content is considered a drawback for many brands.

5. One third of
brands are
active on
Snapchat in
Belgium
Q: Are you active on Snapchat? (N: 93)

6. Brands active
on Snapchat

7. Brands active
on Snapchat
are owned or
managed by …
Q: Are you Snapping for a brand as an Advertiser, Agency or Publisher? (N: 31)

8. Most of the
brands became
active on
Snapchat only
recently
Q: For how long have you been active on Snapchat? (N: 31)

9. Follower bases
are still
relatively
small, with a
few exceptions
Q: How much followers do you have on your Snapchat account? (N: 31)

10. Feedback is
still rather low,
but it’s high
maintenance
Q: How much reactions do you get on average on a snap? (N: 31)

11. Brands are
Snapping
multiple times
a week or
during
campaign
phases
Q: How frequently are you Snapping content? (N: 31)

12. Brands are
reaching out to
young adults
Q: On which target group are you focusing your content on? (N: 31)

13. Brands are
snapping
about products
and on the
moment
Q: Which are the subjects that you are talking about on Snapchat? (multiple answers possible) (N: 31)

14. Awareness is
the most
important
added value of
Snapchat, but
its also still in
a testing phase
Q: Which is the added value of Snapchat? (multiple answers possible) (N: 31)

15. Lack of stats &
unavailability
to schedule
are the major
shortcomings
of Snapchat
for brands.
Q: What are the shortcomings of Snapchat? (multiple answers possible) (N: 31)

16. The reach on
young
audiences is
its major
advantage vs.
other social
media
Q: Which are Snapchat’s strenghts compared to other social media channels. (multiple answers possible) (N:31)

17. Learnings • Platform specific content & imagery is very important.
• Loose control and let your audience speak
• Take benefit from the audience’s FOMO, create original snaps that people don’t want to miss,
that’s Snapchat’s strength.
• Going into dialog with some of your active followers is very interesting and is much appreciated.
Q: Which are the most important learnings since you’ve started on Snapchat? (multiple answers possible) (N:31)
“Snapchat is a whole new channel that allows us to show our content in a funny, interactive and
exciting way to a young audience.”
- Deirdre Keustermans, Marketing Director at 20th Century Fox
“For the moment Snapchat has not yet come to age. It remains very time consuming to manage and
local advertising solutions to obtain a higher reach are still missing. It is however a great channel to
engage with the younger target audiences of our brands.”
- Nicolas Robeet, Digital Content Planning Manager, AB InBev

18. Brands
inactive on
Snapchat

19. More than half
of the brands
plan to launch
their presence
on Snapchat
Q: Do you plan to get active on Snapchat? (N:62)

20. The reach on
young
audiences is
its major
advantage vs.
other social
media
Q: Which are the conditions that need to be completed to be active on Snapchat? (multiple answers possible) (N: 62)

21. General

22. Inspiring
brands to
follow
Q: Which brands are doing Snapchat in a good way? (N: 93)
buzzfeed GreenpeaceInt cocacola netflix
studiobrussel jupiler_belgiumvtm.be foxfilmbe
INTERNATIONALBELGIUM

23. About
Isobar
About Isobar
Isobar is 4,500 people in over 70 locations across more than 45 markets
globally, united by belief in the power of “Ideas Without Limits.” As digital
technology continues to transform businesses and brands, what we can do
has no boundaries.
We take up new challenges with an open mind about the structure, team,
technology and creative solution necessary to deliver the best possible
outcome for clients.
Isobar is part of the Dentsu Aegis Network. Dentsu Aegis Network is
innovating the way brands are built for its clients through its best-in-class
expertise and capabilities in media, digital and creative communications
services.

24. About
Digimedia
About Digimedia
Since 2002 Digimedia.be informs everyone who is interested in the use of
new media in marketing and communication in Belgium. The website is
targeted at anyone who is interested in the implementation of the new
media in the marketing and communications mix.
The website can be considered as the online version of the magazine
Inside Digital Media and represents a part of the archives available on its
website.
Want to know more about the commercial potential of Digimedia.be?
Contact via stephanie@best.be

25. Happy
Snapping!
Contact:
Nicolas Vanderseypen – Deputy Managing Director
nicolas.vanderseypen@isobar.com
+32 2 663.51.42
www.isobar.com/be