February 2nd, 2023, Lesley Simeon
Snapchat grew its daily active users by 17% year-on-year and added 12 million actives to its user base in Q4 2022, taking the total count to 375 million. Similarly, the company’s Snapchat+ subscription - based service touched two million paying customers, six months after launching at the end of June 2022.
On the flip side, the company missed hitting revenue estimates for the quarter, inspite of revenue being slighty higher from a year earlier. For the full year, sales rose by 12% in 2022.
How were Snapchat’s Current Customer scores and overall brand health impacted in Q4 2022?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Snapchat’s overall brand health improved in Q4 2022.
The company’s Index metric - which is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation - improved in Q4 2022, going from a net score of 3 on 1 October 2022 to 5 on 31 December 2022.
Snapchat’s Current Customer score remained mostly unchanged throughout Q4 2022, peaking at 17% on 28 December 2022. Looking beyond the end of Q4, the score touched 19% on 31 January 2023.
For Q4 2022, Snapchat’s Consideration metric - which indicates how many consumers are considering purchasing from the brand, when next in market - followed a trajectory similar to the Current Customer metric.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day.
Snapchat’s Index score is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation and delivered as a net score between -100 and +100. Its Current Customer score is based on the question: Have you visited any of the following online brands in the past 30 days? and delivered as a percentage. Its Consideration score is based on the question: Which of the following online brands would you consider visiting? and delivered as a percentage. Scores are based on an average daily sample size of 2533 US adults between 1 June 2022 and 30 January 2023. Figures are based on a four-week moving average. Learn more about BrandIndex.
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