Explaining Snapchat’s Tap-to-View Videos

Chart of the day
2 min. read

Jason Mander / July 16, 2015

In a recent set of updates, Snapchat made a pretty important change to the way its users are able to watch videos.

Previously, Snapchatters had been required to hold their finger on the screen of their mobile for as long as they wanted a video to play – a legacy of the shorter and less brand-oriented content that dominated in Snapchat’s earlier days. Now, users can simply tap once to view the piece of content in question, with the move designed to increase engagement with Snaps and Stories.

As Thursday’s Chart of the Day this week shows, it’s a move that aligns very closely with the most popular behaviors and usage motivations for this audience. Look at their top five mobile internet activities, for example, and watching video clips is a very strong second; 72% say they do this each month (with 33% saying they watch branded videos specifically).

What’s more, almost two thirds of Snapchatters say they use social networks in order to find funny or engaging content. Making this as easy as possible to view is therefore crucial, especially as Facebook attempts to woo content-hungry users back to its site through the promise of shared video ad-revenues.

For more on Snapchat, check out our new Profile report on the service.