Snap has launched Snapchat Trends, a new public, web-based tool for advertisers, partners, and more to learn which words and phrases are trending across Snapchat.
The tool showcases:
- popular phrases trending on the platform
- public Snaps that show how the phrases are being used
- a searchable database to browse trending topics and see how they perform over time.
Snapchat Trends offers new insight and visibility into what the Snapchat community of 500 million monthly active users cares about, the trends of the moment, and what’s driving culture on Snapchat.
For example, last week’s Top Trends in Australia were:
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Lockdown
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The Kissing Booth 3
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Census
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For marketers and creators, this is a brand new source of insight into the Snapchat Generation (worth $95 billion here in Australia) and an opportunity to see a more accurate picture of who the audience is on Snapchat, and the topics they care about.
Similarly, the data shows that Snapchatters not only use Snapchat to celebrate major milestones, but they also tend to celebrate moments in between — from the AFL grand final to International Women’s Day.
There tends to be a massive groundswell in conversation around these “in-between” holidays. For any brand looking to “own” a relevant moment, Trends can be a powerful planning tool in finding the right moment with which to align a media strategy.
Snapchat Trends is available now in English, with searches available across US, UK, Canada, and Australia.
How it works
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Enter any keyword, topic, product, or moment into the Trends search bar to see how conversation around these concepts changes over time.
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Layer up to 4 additional keywords to compare their conversation volume relative to one another.
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Search by timeframe to measure peaks in conversation to spot any repeating patterns in when these topics are most talked about.
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On the homepage, Snapchat Trends also highlights the top terms that are organically trending for the past week so that anyone can see what Snapchatters are publicly posting about.
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Where possible, the tool includes examples of public Snaps that use the trending term.
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These sample Snaps are human-moderated and are shown based on the availability of public, moderated Stories for a chosen locale and term. They are usually limited to the past 30 or 90 days.
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Marketers and creators can leverage these insights for a variety of use cases:
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Creative Inspiration: Insights from Trends can help tailor creative messaging and copy to align with the natural language Snapchatters use, and the topics that are relevant to them.
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Media Planning: Trends is incredibly powerful in understanding the context within which ads will be delivered, for example in between Stories, or as a Filter or Lens layered on top of a Snap.
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Product Research: Trending Topics within a relevant business category can be used to monitor for new opportunities or threats in the marketplace, and help lend insight into how Snapchatters are consuming.
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Competitive Research: Trends can help monitor the conversation volume around the competition, especially during specific brand moments and product launches.
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