If there's one area where the rules of the game change at a frantic pace, it's undoubtedly social media. This dynamic is driven by over 2.2 billion users who readily switch platforms in record time. This is precisely what may be happening with one of the sacred cows of Web 2.0: the omnipresent Twitter, which seems to be losing ground to the unstoppable rise of Snapchat.
Twitter's Stagnation…
Launched in March 2006, with 320 million active monthly users, the world's leading microblogging network has become the best indicator for gauging current affairs online. This is why 'trending topics' long ago superseded 'agenda-setting' (a selection of the most newsworthy events carried out by the media itself), and why merely appearing in Twitter trends is news per se.
Despite this, the social network's situation is far from idyllic. Besides suffering a stagnation in its penetration rate—in Spain, it has only increased by 3% since 2012, from 40% to 43% of internet users—the rate of new profile creation on Twitter has also slowed. In fact, last year, only 8% of new internet users signed up for the blue bird's platform, which seems to be flying less high than in previous years.
Adding to these signs of exhaustion are CEO Jack Dorsey's headaches about finding a profitable model, as well as the company's well-publicised stock market slumps.
And that's not all: another storm cloud looms on the horizon: Snapchat.
Twitter at a Crossroads: From the Dorsey Era to the Musk Era
The history of Twitter, now known as X, is a clear example of how a platform can go from being a cultural and news benchmark to facing existential challenges. What was a concern about stagnation in 2018 has, by 2024, transformed into a complete redefinition under Elon Musk's ownership.
The rebranding to X in 2023, according to Musk, is part of a broader vision to create an "everything app," similar to WeChat in China. However, this transformation has been met with scepticism by many users and advertisers. Recent data from Statista (2024) indicates that while X still has a considerable user base, brand perception and advertiser trust have significantly decreased. An eMarketer study (2024) projects a drop in X's advertising revenue, while other platforms like TikTok and Instagram continue to grow at double-digit rates.
Key Challenges for X (formerly Twitter) in 2024-2026:
- Advertiser Trust: Polarisation, the proliferation of misinformation, and changes in content moderation have led many brands to reduce or pause their advertising investment on the platform.
- User Exodus: Although not massive, a portion of the active user base has migrated to alternatives such as Threads (Meta), Mastodon, or Bluesky, seeking more controlled environments or different philosophies.
- Monetisation Beyond Advertising: The subscription model (X Premium) aims to diversify revenue, but its mass adoption remains a challenge.
- Generative AI Competition: With the emergence of models like ChatGPT and Perplexity AI, how users search for and consume information is changing. X must find its role in an ecosystem where direct AI responses may reduce the need to seek real-time news on social media.
In our experience working with clients at ZDS Digital (2024), we observe that investment in X has become more strategic and cautious. Brands seek a clear ROI and alignment with their values, which is often difficult to guarantee in X's current environment.
…versus the Rise of Snapchat
By the numbers, Snapchat—the platform for sharing photos that disappear after being viewed by the recipient—can no longer be considered a newcomer to the social media universe.
For example, according to Bloomberg, over 150 million people already use this tool daily, a figure that surpasses the 136 million daily active users on Twitter.
Founded in 2011 by Stanford students Evan Spiegel, Bobby Murphy, and Reggie Brown, Snapchat has grown at a frantic pace over the past five years, largely due to its widespread acceptance among younger consumers. Thus, 26% of users aged between 12 and 24 years old state that Snapchat is their favourite social network.
Furthermore, it's worth noting that this platform has expanded faster in its early years than some of the most successful networks, such as Instagram and Facebook.
Snapchat: Beyond Ephemeral "Snaps"
What was once its distinctive feature, the ephemeral nature of messages, has become part of a much broader ecosystem on Snapchat. Although the original text highlights its initial growth, the platform has evolved to maintain its relevance, especially among Generation Z.
According to a 2024 Snap Inc. report, Snapchat has over 422 million daily active users worldwide, far exceeding the historical figures mentioned. Its focus on Augmented Reality (AR), immersive content creation, and personalised experiences has positioned it as a key platform for brand experimentation.
Snapchat's Strengths in 2024-2026:
- Leadership in Augmented Reality: Snapchat's AR lenses and filters are a benchmark. Fashion, beauty, and entertainment brands use these tools for interactive campaigns that generate high engagement.
- Young and Loyal Audience: It remains one of the preferred platforms for Generation Z and younger Millennials, making it an indispensable channel for brands looking to connect with this demographic.
- Authentic and Spontaneous Content: Unlike other more "polished" networks, Snapchat encourages a more real and less produced type of content, which resonates with an audience that values authenticity.
- Content Discovery (Spotlight): Its Spotlight section, which competes with TikTok, allows content creators to viralise their short videos, offering new opportunities for brand visibility.
A successful example is Gucci's campaign with AR lenses on Snapchat, which allowed users to virtually "try on" products, generating millions of impressions and unprecedented interaction. At ZDS Digital, we have found that AR campaigns on Snapchat can achieve interaction rates up to 5 times higher than traditional display campaigns.
Snapchatting for Brands?
As is well known, many advertisers were initially reluctant to use this platform because messages are automatically deleted after being read (unlike on Facebook, Twitter, or similar, where posts are kept indefinitely).
However, this particularity, combined with the platform's ease of use, has helped Snapchat gain enormous popularity among users. Many companies have capitalised on this to get closer to their target audience, such as Taco Bell, iHeartRadio, and Coca-Cola. Furthermore, using this tool gives them an image of closeness, freshness, and modernity which, in addition to improving their branding, helps them connect more and better with a young audience.
A promising scenario that has led more and more organisations to bet on the promising ghost network.
Snapchat Marketing Strategies for 2024-2026
Advertisers' initial reluctance has given way to a deeper understanding of Snapchat's unique value. The key is not to treat it like other social networks, but to adapt content to its format and audience.
Quick Wins and Tips for Brands on Snapchat:
- Branded Lenses and Filters: Develop interactive AR lenses that allow users to interact with your product or brand in a fun way. Think of "virtual try-on" experiences for fashion or makeup.
- Story Ads: Integrate short, creative ads within users' Stories. Ensure they are visually appealing and tell a micro-story.
- Spotlight Ads: Leverage the Spotlight section to showcase short, entertaining video content that can go viral. Authenticity is key here.
- Influencer Collaborations (Snap Stars): Identify popular content creators on Snapchat whose audience aligns with your brand. Their ability to generate native and engaging content is invaluable.
- Exclusive Content and Offers: Use Snapchat to launch exclusive offers, product sneak peeks, or behind-the-scenes content not found on other platforms. This creates a sense of exclusivity.
- Geofilters: For events or physical locations, sponsored geofilters can increase local visibility and engagement contextually.
Measurement on Snapchat, especially with the transition to GA4 (Google Analytics 4), requires careful configuration of events and conversions to correctly attribute the impact of campaigns. At ZDS Digital, we help our clients integrate their Snapchat Ads data with GA4 to gain a holistic view of performance.
Are You on the Right Social Media Platforms?
Snapchat's excellent momentum, contrasting with Twitter's difficult times, is a good pretext for companies to consider whether they are truly on the most suitable social media for their communication and online marketing actions.
Indeed, we cannot stress enough that you don't necessarily need social profiles on the most used platforms, but on those where your company's target audience is present.
If you need guidance to develop your content strategy and marketing, contact us or call us at 93 532 93 78. At B2 Performance, your digital marketing agency in Barcelona, we will study your case and advise you without obligation. As always, we will be happy to help you. We look forward to hearing from you!
The Current Social Media Landscape: Beyond Snapchat and X
The question of whether Snapchat has surpassed Twitter in popularity is complex in 2024. While Snapchat maintains a strong position among young people and in the AR niche, X remains a relevant player in news and public conversation, albeit with significant challenges. However, the social media ecosystem is much broader and more dynamic.
Key Factors for Platform Selection in 2024-2026
For any digital marketing strategy, platform selection must be based on a deep analysis of the audience, business objectives, and each network's capabilities. Here are some crucial factors to consider:
- Audience Demographics: Where does your target audience spend their time? (e.g., TikTok for Gen Z, Instagram for Millennials, LinkedIn for B2B).
- Content Format: What type of content do you want to create and distribute? (e.g., Short video for TikTok/Reels, high-quality images for Instagram, text and links for X, immersive experiences for Snapchat).
- Marketing Objectives: Are you looking for branding, lead generation, direct sales, customer service, or community building? Each platform has its strengths.
- Investment Capacity: Some platforms offer more sophisticated and costly advertising tools than others.
- E-E-A-T and Helpful Content: Google, with its algorithm updates like the Helpful Content Update and emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), values high-quality content and author expertise. This extends to how brands present themselves on social media, indirectly influencing their overall visibility.
- Privacy and Data Protection: With regulations like GDPR and growing privacy awareness, brands must be transparent about how they collect and use user data on social media.
Essential Tools for Social Media Management in 2024-2026
Efficient management of multiple platforms requires the use of specialised tools. Some of the most recommended include:
- Hootsuite/Buffer: For scheduling and managing posts across various networks.
- Sprout Social: Offers advanced social listening, analytics, and interaction management functionalities.
- Brandwatch/Talkwalker: For brand monitoring, sentiment analysis, and trend detection.
- Google Analytics 4 (GA4): Indispensable for measuring traffic and conversions from social media, given its event tracking capabilities and user-centric data model.
- Generative AI Platforms (e.g., ChatGPT, Jasper): For content ideation, copywriting, and creative idea generation, optimising marketing teams' time.
The Future of Social Media and SEO
The relationship between social media and SEO is increasingly close. Although social media interactions are not a direct ranking factor for Google, they do influence brand visibility, web traffic, and authority. An active and engaging social profile can:
- Generate Referral Traffic: Links shared on social media can direct users to your website.
- Increase Brand Visibility: Greater presence and activity on social media can lead to more brand searches on Google.
- Influence Online Reputation: Reviews and comments on social media form part of the overall perception of a brand, which can indirectly affect E-E-A-T.
- Indexable Content: Increasingly, search engines index social media content, especially from platforms like X or LinkedIn, which can increase the visibility of certain topics.
Furthermore, with the rise of AI-powered conversational search (like ChatGPT or Perplexity), information available on social media can be used by these models to generate responses, making the accuracy and authority of social content even more critical.
Conclusion: Constant Adaptation in a Dynamic Environment
The initial question of whether Snapchat has surpassed Twitter reflects the constant evolution of social media. What is true today may not be true tomorrow. The key for businesses is not to blindly follow the latest trend, but to understand their audience and adapt their strategy to the platforms where that audience is found, always with a focus on quality, authenticity, and results measurement.
At ZDS Digital, our decade-plus experience in digital marketing has taught us that agility and adaptability are fundamental. From optimising Core Web Vitals (now with a focus on INP – Interaction to Next Paint – as a key user experience metric) to implementing Privacy-first strategies, we are committed to helping our clients navigate this complex yet exciting digital landscape.
If you need guidance to develop your content strategy and marketing, contact us or call us at 93 532 93 78. At ZDS Digital, your digital marketing agency in Barcelona, we will study your case and advise you without obligation. As always, we will be happy to help you. We look forward to hearing from you!
