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Young, engaged users show bright spot for Snap

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Snapchat has more reachable 13- to 17-year-olds than Facebook or Instagram, according to a new analysis by MarketingLand. This means that advertisers have more opportunities to reach that demographic with ads on Snapchat than they do on rival properties, like Facebook or Instagram.

Why it matters: "Reachability" or in technical advertising terms, "addressability," is crucial to advertisers because it reflects the number of users active enough to be reached by ads. While Snapchat overall is often compared on global figures to Facebook, when looking at the U.S., their Snap Ads manager tools show twice as many reachable users when it comes to 13- to 17-year-olds than Facebook and Instagram, and nearly as many when it comes to 18- to 24-year-olds.

How "reachability" works: Opportunities to target users increase the more time a user spends time on the platform. Snapchat has been touting engagement metrics for years for this very reason, and those metrics have grown steadily over the past year, especially among younger users. Users under 25 now spend up to 40 minutes per day on the app, and all users average over 30 minutes. By comparison, users under 25 spend more than 32 minutes a day on Instagram, on average. Snapchat also has a high density of users in the U.S. and Canada and Europe, an area in which broadband and connectivity rates are high and users have the bandwidth to be served more ads.