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The “Snappening” Had No Impact On Snapchat Growth, Usage Or Engagement

The “Snappening” Had No Impact On Snapchat Growth, Usage Or Engagement

No single bad PR incident can Impact Snapchat’s Growth or popularity, it seems. Past this year, the mobile social network made headlines when thousands of Snapchat bills were hacked, causing round 200,000 private images – a lot of a decidedly racy nature – to be leaked publicly to the net. In The Meantime, Snapchat’s tone-deaf response to the event – dubbed the “Snappening,” a hat-tip to the iCloud Photo breach which had been referred to as the Fappening – was once to level the finger at 1/3-party apps which had reverse-engineered the Snapchat API. But Snapchat’s rationalization also intended the company was essentially blaming its personal consumer base – the victims – for putting themselves at risk.

One would assume that this sort of knowledge breach and the corporate’s subsequent nonchalance about its Impression would result in some form of blip with regards to Snapchat’s Usage or Increase. But that’s no longer the case in any respect, because it seems. If Truth Be Told, the other is true.

Despite the bad publicity, the outrage, and even experiences that the leaked pictures contained child pornography (as roughly 1/2 of Snapchat’s person base are between the a long time of 13 and 17, it’s been stated), Snapchat appears to have withstood little injury on account of the hack.

In Reality, Within The U.S., Snapchat’s monthly lively Customers stayed quite flat on Android – they usually’ve if truth be told increased on iOS In The days and weeks following the “Snappening” leak, Consistent With information from analytics firm 7Park.


For history, information of the “Snappening” hit around October Ninth, and began to be coated in earnest with the aid of numerous mainstream publications the following day and for a few days thereafter. Throughout this era, and the weeks that followed, one might expect that Snapchat Users could be reacting to the breach by means of limiting their Usage of the provider, and even stopping altogether. However that by no means took place.

Throughout the week of October Fifth during the Eleventh – right as the news of the hack got here out – the percentage of U.S. monthly energetic Customers who opened the Snapchat app in a given week was still relatively excessive, which indicates sturdy, ongoing common engagement. On Android, 86% of Users opened the Snapchat app that week, and on iOS Eighty Two.1% of monthly actives did the identical.

The Subsequent week (October 12-18), that metric best slightly dips to 85.8% on Android, But on iOS, it will increase with the aid of a few percentage factors to 86.4%. Within The weeks that follow, the expansion of that metric fluctuates somewhat on every platform, However by way of the week of November Sixteenth-Twenty Second – over a month after the “Snappening” – the numbers are up once more by several percentage factors from when the “Snappening” made news. (Android: 89.4% and iOS 87.7%).

What this shows is that not handiest did the “Snappening” hack no longer result in a decline in person engagement on Snapchat, these numbers in fact persisted to extend at the same time as news of the info breach unfold. As Well As, as of the week ending November Twenty Second, active Users spent 66.03 minutes on Snapchat per week across 89.Seventy One periods*, averaging Zero.Seventy Four minutes each and every. That’s up from Forty Eight.59 minutes across 75.96 classes from roughly a yr in the past, when session length used to be at Zero.64 minutes apiece.

Or more simply put, the average Snapchat user In The U.S. is opening the app round 90 instances per week. That’s insane engagement, But opponents like WhatsApp do even higher (it’s opened round 120 instances per week.)

And eventually, Snapchat has pretty solidly maintained its app retailer rating Within The U.S. All Through and after the information breach. In Step With App Annie, on iTunes, the app was ranked #4 in Photograph and Video and #9 Total on Oct. 9th. Lately, it’s #4 and #10, respectively. On Google Play, the app ranked #3 in Social and #6 Total at the time of the hack, and Nowadays ranks #Three and #10, respectively – rarely a tremendous decline.

And it’s In The prime 100 in 34 international locations on Google Play, and the top 100 in One Hundred Fifteen nations on iOS.


These Days, Snapchat is alleged to be the #Three social app amongst millennials. However amongst the broader audience, the social network continues to be combating its recognition as being the “sexting” app for teenagers and younger adults – Snapchat images disappear after being seen which makes it higher for this task than traditional SMS, and of course that’s been a use case for the app. That’s also why it used to be centered with the aid of hackers – for all the nudes.

But Snapchat has been working laborious to create a Function set that provides greater than non-public, “ephemeral,” Photograph sharing. It launched a brand new kind of temporary sharing with the debut of Snapchat Tales final 12 months; it rolled out the collaborative and more public “Our Story” Function this summer time for curating photos from around an enormous experience; and more not too long ago, it delivered Snapcash, a method to send money to friends thru Snapchat.

Users and brands are constructing audiences on Snapchat, which is reportedly valued at over $ 10 billion. And contemporary revelations from the Sony hack indicate that the company is hardly resting on its laurels. In The works is a song Characteristic, as an example, amongst other issues.

The Larger takeaway here from the “Snappening’s” Impact – or lack thereof – is that Snapchat has grown an enormous sufficient, stable sufficient and engaged enough user base that anyone unhealthy PR incident received’t be the company’s downfall. Or possibly it’s real what they are saying in spite of everything: there’s no such thing as bad publicity.

* Simply to be clear on how classes are recorded via 7Park: if a user opens Snapchat But then gets a text or navigates away to any other app, when they return it’s counted as a brand new, distinctive session.

Featured Image: Kevork Djansezian/Getty Pictures

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