Snapchat engagement and other myths. I have been absorbing as much as I can about Snapchat and its potential for businesses. The more I learn, the more I’m convinced it will probably not rise above a niche role for brand marketing … and that Snapchat may want to keep it that way!
The strong business case for Snapchat I keep hearing over and over again is that “engagement is through the roof.” Finally, we have a social channel that is really focused on connecting and authentic conversation. But is that true? Engagement happens in the quietest places I attended a panel discussion featuring Snapchat stars at Social Media Marketing World and here was an off-hand comment from that panel that should have sent a chill through the room: “My followers on Snapchat have been increasing a lot, but my engagement hasn’t.” I don’t know who said this because the room was so full I was sitting on the floor and could not see anything. Here’s why that comment is significant. If I was following just five people, this might be manageable.