The “Snappening” Had No Influence On Snapchat Progress, Utilization Or Engagement
No single dangerous PR incident can influence Snapchat’s progress or reputation, it appears. Earlier this yr, the cellular social community made headlines when hundreds of Snapchat accounts have been hacked, inflicting round 200,000 personal photographs – lots of a decidedly racy nature – to be leaked publicly to the online. In the meantime, Snapchat’s tone-deaf response to the occasion – dubbed the “Snappening,” a hat-tip to the iCloud photograph breach which had been known as the Fappening – was to level the finger at third-social gathering apps which had reverse-engineered the Snapchat API. However Snapchat’s rationalization additionally meant the corporate was primarily blaming its personal consumer base – the victims – for placing themselves in danger.
One would assume that such a knowledge breach and the corporate’s subsequent nonchalance about its influence would trigger some type of blip when it comes to Snapchat’s utilization or progress. However that’s not the case in any respect, because it seems. In truth, the other is true.
Regardless of the dangerous publicity, the outrage, and even stories that the leaked photographs contained youngster pornography (as roughly half of Snapchat’s consumer base are between the ages of thirteen and 17, it’s been stated), Snapchat seems to have withstood little injury because of the hack.
In truth, within the U.S., Snapchat’s month-to-month lively customers stayed comparatively flat on Android – they usually’ve truly elevated on iOS within the days and weeks following the “Snappening” leak, in accordance with knowledge from analytics agency 7Park.
For background, information of the “Snappening” hit round October ninth, and started to be coated in earnest by numerous mainstream publications the next day and for a number of days thereafter. Throughout this era, and the weeks that adopted, one may anticipate that Snapchat customers can be reacting to the breach by limiting their utilization of the service, and even stopping altogether. However that by no means occurred.
In the course of the week of October fifth by way of the eleventh – proper as the information of the hack got here out – the share of U.S. month-to-month lively customers who opened the Snapchat app in a given week was nonetheless fairly excessive, which signifies robust, ongoing common engagement. On Android, 86% of customers opened the Snapchat app that week, and on iOS eighty two.1% of month-to-month actives did the identical.
The subsequent week (October 12-18), that metric solely barely dips to eighty five.eight% on Android, however on iOS, it will increase by a number of proportion factors to 86.four%. Within the weeks that comply with, the expansion of that metric fluctuates a bit on every platform, however by the week of November sixteenth-twenty second – over a month after the “Snappening” – the numbers are up once more by a number of proportion factors from when the “Snappening” made information. (Android: 89.four% and iOS 87.7%).
What this exhibits is that not solely did the “Snappening” hack not trigger a decline in consumer engagement on Snapchat, these numbers truly continued to extend whilst information of the info breach unfold. As well as, as of the week ending November twenty second, lively customers spent sixty six.03 minutes on Snapchat per week throughout 89.seventy one periods*, averaging zero.seventy four minutes every. That’s up from forty eight.fifty nine minutes throughout seventy five.ninety six periods from roughly a yr in the past, when session size was at zero.sixty four minutes apiece.
Or extra merely put, the typical Snapchat consumer within the U.S. is opening the app round ninety occasions per week. That’s insane engagement, however rivals like WhatsApp do even higher (it’s opened round one hundred twenty occasions per week.)
And eventually, Snapchat has fairly solidly maintained its app retailer rating within the U.S. throughout and after the info breach. Based on App Annie, on iTunes, the app was ranked #four in Photograph and Video and #9 General on Oct. ninth. At present, it’s #four and #10, respectively. On Google Play, the app ranked #three in Social and #6 General on the time of the hack, and at this time ranks #three and #10, respectively – hardly an enormous decline.
And it’s within the prime one hundred in 34 nations on Google Play, and the highest one hundred in one hundred fifteen nations on iOS.
At this time, Snapchat is claimed to be the #three social app amongst millennials. However amongst the broader viewers, the social community continues to be preventing its popularity as being the “sexting” app for teenagers and younger adults – Snapchat photographs disappear after being seen which makes it higher for this activity than conventional SMS, and naturally that’s been a use case for the app. That’s additionally why it was focused by hackers – for all of the nudes.
However Snapchat has been working arduous to create a function set that gives greater than personal, “ephemeral,” photograph sharing. It launched a brand new sort of momentary sharing with the debut of Snapchat Tales final yr; it rolled out the collaborative and extra public “Our Story” function this summer time for curating pictures from round an enormous occasion; and extra lately, it added Snapcash, a strategy to ship cash to pals via Snapchat.
Customers and manufacturers are constructing audiences on Snapchat, which is reportedly valued at over $10 billion. And current revelations from the Sony hack point out that the corporate is hardly resting on its laurels. Within the works is a music function, for instance, amongst different issues.
The larger takeaway right here from the “Snappening’s” impression – or lack thereof – is that Snapchat has grown a large enough, secure sufficient and engaged sufficient consumer base that anybody dangerous PR incident gained’t be the corporate’s downfall. Or maybe it’s true what they are saying in any case: there’s no such factor as dangerous publicity.
* Simply to be clear on how periods are recorded by 7Park: if a consumer opens Snapchat however then will get a textual content or navigates away to a different app, once they return it’s counted as a brand new, distinctive session.
Featured Picture: Kevork Djansezian/Getty Pictures