From Snapchat Scrutiny to the Power of Earned Media, Here Are 7 Digital Stats From This Week

Canary in the Snapmine?

When companies go public like Snap Inc., people generally start to ask more questions. - Credit by Snapchat/Illustration: Dianna McDougall
Headshot of Christopher Heine

We searched the online marketing landscape for data points that grabbed our attention, as we always do at the end of the week. Seven, in particular, stood out this week:

1. Canary in the Snapmine?
Snap Inc., the owner of Snapchat, on Thursday revealed via its IPO S-1 filing that it’s seeking $14 to $16 per share, valuing the company at $22.2 billion. There might be trouble afoot, though, for the app that millennials so enjoy.

On Feb. 6, Fluent conducted an online survey of 3,327 adult Snapchat users in the U.S., and as TechRepublic pointed out, many of the ad-tech player’s clients buy ads on the app. In other words, one would assume that Fluent doesn’t have an anti-Snapchat bias.

That said, 48 percent of respondents said Snapchat is “just a fad,” Fluent found, while 62 percent stated they’d be open to moving to another app that’s “something better.” Further, the study concluded that 63 percent of 18- to 24-year-old consumers are on Snapchat, but that figure falls to 40 percent for the 25-34 demo.

2. Just body-slamming social
World Wrestling Entertainment revealed a few days ago that its flagship brand, WWE, has more than 750 million social media followers across 16 platforms.

3. Insta-Benjamins
Influencer marketplace looked into how much popular Instagrammers make per sponsored message and discovered the average is roughly $300 per post. Learn more about the study from Social Pro Daily, an Adweek blog.

4. Social relevance is earned
Simply Measured researched 1.8 million visits from Oct. 4 through Nov. 30 across 10 websites. It found that earned social media—that’s when consumers start online conversations about a company—drives 3.8 times more traffic than owned social, or content released by brands.

5. Full SoundCloud cover
SoundCloud just rolled out its programmatic advertising to a broader audience, partnering with Rubicon Project to make the music streaming service’s global video and audio ad inventories available for the first time in an automated fashion. Using first-party data and content-level targeting, brands will be able to access SoundCloud’s audience across screens to reach the 175 million monthly users on the platform.

 Older dudes on Tinder
Even with Valentine’s Day in the books, it’s fun to look at stats about the lovers’ holiday. For instance, men make up 80 percent of Tinder’s paying subscribers, and 34 percent of those spending swipers are over the age of 40, according to Slice Intelligence.

7. Customer exchange
Janrain surveyed 582 consumers in its value-exchange study, and one of the subjects it delved into was product giveaways. Here are some of the actions consumers are willing to take for freebies:

  • 76 percent would visit a brand’s website. 
  • 67 percent would watch a video. 
  • 47 percent would like a brand’s Facebook page. 
  • 24 percent would share or mention a brand’s post or page.
  • 23 percent would check in at a location via a social-media app.
  • 22 precent would refer friends.


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@Chris_Heine Christopher Heine is a New York-based editor and writer.