With a strong user base of 26 million monthly users in France and experiencing significant growth despite competition from TikTok, Snapchat reported a decrease in advertising revenue in early September. However, the platform is not ready to back down and is now aiming to carve out a significant presence in the retail sector. During a press conference reported by Minted, the social network highlighted its strengths, including an unexpectedly mature audience, dynamic purchasing behaviors, and new immersive advertising formats.
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The company showcased a testimony from Boulanger, a retailer that has effectively used the app to boost its year-end sales…
A Broader Audience Beyond Generation Z
Previously seen as a platform for teenagers, Snapchat now reports an **average user age of 34 years**. While it continues to dominate among 15-24-year-olds with a 91% penetration rate, it is increasingly drawing in **Millennials** and even **those over 50 years old**.
Snapchat also emphasizes its unique positioning as a **social network perceived as intimate**, where **5 billion pieces of content** are shared daily, focusing more on communication among close contacts.
Advertising Formats Designed for Conversion
To attract advertisers, Snapchat already offers advertising formats that not only enhance the user experience but also aim to facilitate conversions.
Among these, **Takeovers** feature prominently, where exclusive content is displayed as soon as the app is opened. Additionally, **AI Sponsored Lenses** offer augmented reality filters powered by artificial intelligence.
To further cater to local commerce, Snapchat also offers **Promoted Pins** which allow brands to appear on the **Snap Map** to drive in-store traffic.
The Boulanger Case: A Concrete Example in Retail
With more than half of annual sales occurring between November and December, as noted by **Tony Fernandez**, Traffic and Media Director for the retailer, Snapchat has become indispensable.
Indeed, a campaign towards the end of 2024, showcased during the conference, highlighted the platform’s potential. Boulanger utilized **videos featuring its staff**, **augmented reality experiences**, and a **Takeover format** that allowed it to capture 74% of the advertising voice share in its sector in just one day.
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In terms of results, Boulanger reported an **80% higher return on investment** compared to competitors and a **15% reduction in acquisition cost**. The company expressed an interest in experimenting with new content created with their customers, following the trend of User Generated Content (UGC), demonstrating that Snapchat is now establishing itself as a strategic partner for French retail…
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Samantha Klein is a seasoned tech journalist with a sharp focus on Apple and mobile ecosystems. With over a decade of experience, she brings insightful commentary and deep technical understanding to the fast-evolving world of consumer technology.