Flickr Creative Commons

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.

Go deeper

16 mins ago - Health

Axios-Ipsos poll: Trump's sickness makes him harder to trust

Data: Axios/Ipsos poll; Note: ±3.3% margin of error; Chart: Axios Visuals

Large shares of women, seniors and independents now say they're less likely to trust President Trump for accurate information about COVID-19 since he caught it himself, according to the latest installment of the Axios/Ipsos Coronavirus Index.

The big picture: Week 28 of our national survey has most Americans rejecting ideas that Trump has floated around hydroxychloriquine as a virus treatment, how herd immunity works or any imminent availability of a vaccine.

NY Post story goes massive on social media despite crackdowns

Data: NewsWhip; Chart: Naema Ahmed/Axios

Facebook and Twitter's frantic attempts to stop the spread of the New York Post's Hunter Biden story didn't prevent the article from becoming the top story about the election on those platforms last week, according to data from NewsWhip.

Why it matters: The data shows that even swift, aggressive content suppression may not be swift or aggressive enough to keep down a story with as much White House backing and partisan fuel as this one.

Updated 2 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Annelise Capossela/Axios

  1. Politics: Trump calls Fauci a "disaster" on campaign call.
  2. Health: Coronavirus hospitalizations are on the rise — 8 states set single-day coronavirus case records last week.
  3. States: California to independently review FDA-approved coronavirus vaccinesWisconsin judge reimposes capacity limit on indoor venues.
  4. Media: Trump attacks CNN as "dumb b---ards" for continuing to cover pandemic.
  5. World: Ireland moving back into lockdown as cases surge — Argentina becomes 5th country to report 5 million infections