We know from Snapchat’s last quarterly financial results that the social app had 178 million daily active users, but the company hasn’t broken down what those people are doing within its app.
The Daily Beast has now got its hands on some internal metrics that show how popular – or unpopular – individual sections of the Snapchat app are.
For example, daily usage of its Discover section which offers content from media partners peaked at 38 million users in July 2017: around 21% of Snapchat users.
What’s more, its stories feature remains much less popular than its basic messaging / chat aspects. “In August, users were 64 percent more likely to send a snap to a friend than post to Stories and sent an average of 34 chat messages per day,” as the piece put it.
“Snapchat, at its core, is a messenger product and people are really underestimating it as a messaging platform.”
Which sounds positive, but the challenge for Snapchat is that it’s the other, less popular features that tie more obviously into its ambitions to boost advertising revenues.