Snapchat has become one of the most popular social media platforms, especially among younger users. One of Snapchat’s key features is the ability to send short videos called “snaps” that disappear after being viewed. With over 300 million daily active users, Snapchat is clearly a hit for sharing videos. But is it actually a good platform for video content? There are pros and cons to examine.
The Pros of Using Snapchat for Video
Here are some of the main benefits of using Snapchat for video content:
Allows for authentic and fun videos
The informal, ephemeral nature of Snapchat encourages users to share more casual, silly, and authentic videos. This type of content tends to resonate more with Snapchat’s young user base than highly produced, polished videos. Snapchat offers a place to share funny outtakes, behind-the-scenes glimpses, and spur-of-the-moment videos that capture real-life moments.
Video editing tools
While Snapchat videos are intended to feel raw and unedited, the app does provide some basic video editing tools. Users can splice multiple clips together, add captions, filters, stickers, drawings, and background music. So there is some ability to enhance and customize snaps before sending.
Vertical video optimization
Snapchat videos are shot and displayed vertically, optimized for smartphone screens. This makes it easy to film and watch snaps on the go from a mobile device. Videos don’t need to be reoriented or cropped to fit the vertical orientation.
Options for video messaging
Users can send private video snaps to friends that disappear after viewing. Or they can post video stories that remain viewable for 24 hours. There are options to share videos one-on-one or with a wider audience. The temporary nature of both styles encourages frequent, repeated video sharing.
Video effects and lenses
Snapchat is known for its fun augmented reality lenses that can overlay graphics and effects on faces or environments. Lenses enhance videos with colorful art, virtual makeup, 3D objects, and more. Snapchat’s library of lenses gives videos a creative twist.
Promotes authentic engagement
Snapchat lacks publicly visible metrics like view counts or likes. This puts less pressure on creating perfectly polished videos that “perform” well. The intimate, temporary sharing style fosters more authentic engagement and feedback on videos via direct messaging.
The Cons of Using Snapchat for Video
However, there are also some downsides to keep in mind when evaluating Snapchat for video content:
Very short videos
Snapchat videos are restricted to 10 seconds maximum for snaps sent directly to friends or 60 seconds for stories. This ultra-short format makes it tough to share longer-form, more in-depth video content. The bite-sized videos work well for brief clips but not more substantive stories.
Limited discoverability
Discoverability beyond one’s friends list is very limited on Snapchat. User profiles and content are not indexable by search engines. There are no public hashtags to increase visibility. The only way for Snapchat videos to reach a wider audience is by getting added to featured stories – which the company curates manually. Otherwise, distribution is mostly limited to one’s own friend group and followers.
No built-in analytics
Snapchat provides no analytics on views, completion rates, or any other performance metrics for snaps and stories. There’s no way to tell how many people watched a video, how long they watched, or anything else. Lack of data and insights makes it hard to refine a video strategy.
Minimal content organization
There are no playlists, channels, or ways to categorize content on Snapchat. Each snap stands alone. This makes it harder to associate videos into series or collections. There’s no obvious place for subscribers to return to watch more of your content over time in an organized way.
Small screen size
The full-screen, vertical format is great for quick captures. But the small screen real estate poses challenges for more cinematic, widescreen videos optimized for larger displays. Significant visual details may be lost watching videos on the tiny smartphone screen.
Temporary content
While the ephemeral nature of snaps has some appeal, it also means videos disappear in 24 hours or after a single viewing. This makes it hard to create an enduring video archive or truly grow a Snapchat following over time. Viewers can’t re-watch videos later. And video creators have to continually keep posting anew rather than building up a video library.
Limited audience data
Snapchat provides creators with very basic analytics on the gender, age range, and country of their audiences – but not much more. There isn’t detailed demographic data or insights into interests and preferences. It’s hard to get a deep understanding one’s audience.
Use Cases for Snapchat Video
Here are some potential use cases where posting video on Snapchat could make sense:
Behind-the-scenes footage
Short videos work well for revealing funny outtakes, bloopers, warmups, and sneak peeks behind the scenes of a production. These types of casual backstage clips give fans a sense of authenticity.
Daily vlogging
Snapchat lends itself to daily, photo diary-style vlogging to share slices of life. The casual, immediate nature of Snapchat videos can capture daily adventures.
Augmented reality
Snapchat’s library of AR lenses provides a creative outlet for adding effects, filters and graphics to videos. The visual enhancements take vlogs, tutorials, etc. to the next level.
Teases and announcements
Posting short video teasers and announcements on Snapchat is a way to reveal exciting news to fans in a personal manner before distributing more polished content across other platforms.
Influencer collaborations
Snapchat can facilitate collaborative influencer marketing campaigns where creators post complementary videos and snaps centered on a brand or campaign hashtag.
Curated stories
Compiling multiple short videos into Snapchat stories around events, experiences, travel adventures, etc. turns scattered snaps into cohesive mini-documentaries.
Augmenting other videos
Sharing raw, unedited clips on Snapchat provides supplementary behind-the-scenes material that gives depth to more refined videos published on YouTube or elsewhere.
Consumer research
Snapchat’s youthful user base makes it a useful platform for consumer research and gauging reactions to new products and marketing campaigns.
Best Practices for Snapchat Video
Here are some best practices for creating video content for Snapchat:
Leverage the vertical orientation
Hold your phone vertically, leave extra headroom, and place subjects in the center to optimize for Snapchat’s vertical videos.
Film spontaneous moments
Capture unplanned, natural moments rather than staging overly polished scenes. Quick clips feel more at home on Snapchat.
Add text, emojis, and drawings
Annotate videos with captions, stickers, Bitmojis, and handwritten text or drawings to enhance humor and visual interest.
Use Snapchat lenses
Leverage Snapchat’s library of lenses to add augmented reality effects. This provides a creative twist.
Mix it up with multi-snaps
Edit videos with different shots spliced together in creative sequences. Varied scenes will hold attention.
Post consistently
Since snaps disappear quickly, keep a steady stream of videos in rotation to stay top of mind.
Have fun with friends
Collaborate with friends to appear in each other’s videos. Playful cameos tap into Snapchat’s sense of intimacy.
Link to other platforms
Promote your presence on other sites in your Snapchat profile so fans can access your content across platforms.
Snapchat Video Statistics
Here are some key statistics highlighting how Snapchat is used for video:
Daily video views
– Over 5 billion videos are watched per day on Snapchat
Daily time spent watching
– Snapchat users spend an average of 30+ minutes per day watching video
– 71% say they watch more video on Snapchat than on YouTube
User videos created daily
– Over 4 billion videos per day are created by Snapchat users
Videos vs. photos
– 60% of daily Snapchat posts are videos rather than photos
– The majority of Snapchat users say they prefer to send videos over photos
Video chat usage
– Over 200 million Snapchat users engage in live video chats with friends each month via the app’s chat feature
– The average video call is 15+ minutes long
| Statistic | Amount |
|---|---|
| Daily video views | Over 5 billion |
| Daily time spent watching | 30+ minutes |
| User videos created daily | Over 4 billion |
| Videos vs. photos | 60% videos vs. 40% photos |
| Monthly video chat users | Over 200 million |
| Average video call length | Over 15 minutes |
The Verdict on Snapchat for Video
Overall, Snapchat can be a fun, authentic place to share casual, in-the-moment videos – but likely works best as a complementary platform rather than the sole hub for video content. The massively popular app provides a big potential audience, especially among teens and young adults. But the format poses limitations around length, lack of analytics, and discovery. The ephemeral nature also hinders building a searchable, long-term video archive.
For creators interested in leveraging Snapchat, the best approach is cross-promoting across platforms. Use Snapchat to give followers raw, behind-the-scenes looks that add a layer of personality. Then direct fans to longer-form, more polished videos on YouTube, TikTok, Instagram, etc. The combination allows showcasing different sides of your brand.
Snapchat can drive engagement and cultivate intimacy with an audience when used strategically. But other platforms still currently provide more benefits overall for hosting a full video strategy. The ideal solution is syncing Snapchat into a cross-channel approach that taps into the strengths of different sites based on video format, analytics, audience, and goals. With smart integration, Snapchat has an important role to play for video content moving forward.
Frequently Asked Questions
Can you save Snapchat videos?
There are a few ways to save Snapchat videos:
– Screen recording – You can use your phone’s built-in screen recording to capture videos before they disappear.
– Third-party apps – Some apps allow saving Snapchat videos externally. But this violates Snapchat’s terms.
– Replay feature – Snapchat offers one replay of snaps per day, which allows re-watching a video once.
– Memories – Videos posted as stories can be downloaded and saved internally to Snapchat Memories before they expire.
Does Snapchat have a time limit?
Yes, Snapchat videos are restricted to:
– 10 seconds maximum for snaps sent directly to friends.
– 60 seconds maximum for stories posted publicly.
Can you make money from Snapchat?
There are a few ways to monetize a Snapchat following:
– Sponsored lenses – Snapchat shares revenue with creators whose lenses go viral.
– Snapchat Discover – Popular creators can earn a licensing fee to post content on the Discover section.
– Snapchat Spotlight – Videos featured on the Spotlight feed earn a share of the $1 million daily payout.
– Affiliate links – Snaps can promote affiliate products or other monetization methods indirectly.
Is Snapchat better than TikTok?
Snapchat and TikTok have different strengths:
– Snapchat is better for sharing quick, authentic, raw videos with friends.
– TikTok is better for more polished, entertaining short-form video content aimed at going viral.
– TikTok has more sophisticated analytics, monetization, effects, and visibility.
– Snapchat offers a more private, intimate way to share everyday moments.
The platforms complement each other for different video needs.
Can you add links to Snapchat videos?
No, there is no way to add live URLs or links to Snapchat videos directly as you can on YouTube, Instagram, etc. However, you can include your website URL on your Snapchat profile’s bio section so followers can find it there. You can also verbally mention your website within video snaps.
Conclusion
Snapchat offers a fun, popular platform for sharing ephemeral video moments with friends and followers. The casual, raw style sets it apart from more polished platforms. While the short time limits and lack of analytics pose challenges, Snapchat can add value through authenticity and personality when incorporated thoughtfully into a cross-channel video strategy. Overall, creators should view Snapchat as a complementary outlet to engage followers rather than the sole pillar of their approach. With the right use cases and integrations, Snapchat has meaningful benefits for video.