Snapchat is one of the most popular social media platforms, with millions of daily active users. It has become a favorite among Millennials and Gen Z in the US and beyond. But have you ever wondered how Snapchat determines your best friends? In this article, we will demystify the Snapchat algorithm and explore the factors that influence which content users are shown. We will also discuss how brands can leverage Snapchat’s reach and capabilities to find the right audiences for their products or services.
Understanding Snapchat’s Algorithms
Similar to other social media platforms, Snapchat’s algorithms are designed to serve users the content that is most likely to appeal to their individual interests. There are several algorithms at play on Snapchat, including the Best Friends, Discover page, Spotlight, Face Detection, and Stories algorithms. Let’s take a closer look at each of them.
Snapchat Best Friends Algorithm
Your Best Friends on Snapchat are the people you Snap and Chat with most often. While users cannot see each other’s Best Friends lists, there are emoji indicators that reveal shared best friends. Snapchat is secretive about the specific algorithm that determines the Best Friends list, but we know that it updates in real-time as users interact with different friends.
Previously, the algorithm looked at users’ interactions with each other over the past week to create an ordered list based on the number of interactions. Now, it factors in engagement more broadly, including participation in group chats, the number of Snaps sent, and more. In a sense, the algorithm has gotten better at understanding what constitutes a friendship.
Snapchat Discover Page Algorithm
The Discover section of Snapchat helps users find new content based on their interests and app usage history. It includes content from Snapchat’s publishing partners, including brands, entertainment and media outlets, creators, celebrities, and influencers. Snapchat organizes and ranks Discover content based on user preferences and content tags. The algorithm aims to show users the content they like the most, and it can be influenced by watching content for a longer time, subscribing to favorite creators, favoriting content, and hiding or skipping unwanted content.
Snapchat Spotlight Algorithm
Snapchat Spotlight is the platform’s answer to TikTok and Instagram Reels. It features user-generated video content that has been intentionally submitted for a chance in the Spotlight. The algorithm ranks the Snaps in the Spotlight feed based on factors such as engagement, including how many people found a Snap interesting, how long they spent watching it, and if it was favorited or shared with friends. Snapchat’s algorithms also consider negative factors like users quickly skipping a Snap. Over time, the feed becomes tailored to each individual user based on their interactions and preferences.
Snapchat Face Detection Algorithm
Snapchat’s popular Lenses use the Viola-Jones algorithm to apply effects to users’ faces. The algorithm recognizes facial structures and features using Haar Features and the Active Shape Model. It creates a 3D model that can move and scale with the user’s face. Advertisers can leverage Snapchat’s AR technology and create immersive, 3D Lens campaigns. Sponsored Lenses must include a visible logo or brand name.
Understanding Your Snapchat Friend Emojis
On Snapchat, you may notice emojis next to your friends’ names. Each emoji has a different meaning and indicates your relationship with that friend. For example:
- The yellow heart emoji means you are each other’s #1 Best Friend.
- The red heart emoji means you have been each other’s #1 Best Friend for two weeks in a row.
- The pink hearts emoji means you have been each other’s #1 Best Friend for two months in a row.
- The smiley emoji means they are one of your Best Friends, but not your Bestie.
- The grimacing emoji indicates that your Bestie is also their Bestie.
- The sunglasses emoji signals that one of your Best Friends is also one of their Best Friends.
- The fire emoji means you have a Snapstreak with that person.
- The hourglass emoji means your Snapstreak will end soon if you don’t send a Snap within 24 hours.
- The birthday cake emoji serves as a reminder that it is your friend’s birthday.
- The baby emoji signifies newly formed connections, representing new friends on Snapchat.
- The star emoji appears when your friends replay your snaps within 24 hours.
- The smirking emoji was previously used to indicate a one-sided Best Friend relationship but has been removed.
- The 100 emoji replaces the fire emoji on the 100th day of maintaining a Snapstreak.
- The pin emoji marks conversations that you’ve pinned to the top of your feed.
You can also customize your Friend Emojis on Snapchat to personalize your experience.
Making the Snapchat Algorithm Work for Brands and Advertisers
Now that we understand how Snapchat’s algorithms work, let’s explore how brands and advertisers can leverage them to reach their target audiences.
Get to Know the Snapchat Generation
Snapchat’s user base, known as the Snapchat Generation, has significant spending power and considers both big and small brands. They are interested in learning the backstory of brands and products they buy. To appeal to this audience, brands should incorporate more information about themselves into their content. By understanding what Snapchatters find engaging, brands can create content that aligns with their preferences.
Leverage Snapchat’s AR Capabilities
Snapchat is a leader in augmented reality (AR), with billions of AR Lens plays per day. Snapchatters are three times more likely than non-Snapchatters to use AR to try on products. Brands can leverage Snapchat’s AR features to create immersive and engaging experiences for their audience. By using AR filters and lenses, brands can make their content more interactive and enjoyable, leading to increased engagement.
Create Branded Snapchat Filters and Lenses
Snapchat filters and lenses allow users to add overlays and effects to their Snaps. Brands can create sponsored filters and lenses to promote their products, events, or locations. Sponsored filters should include a visible brand logo or name. By creating branded filters and lenses, brands can increase their visibility and engagement on Snapchat.
Jump on Relevant Trends
Snapchat is known for its trending topics, sounds, and lenses. Brands should stay updated on what’s trending and consider how they can incorporate relevant trends into their content. However, it’s important to choose trends that align with your brand and resonate with your audience. By creating content that capitalizes on trends, brands can increase their visibility and engagement on Snapchat.
Develop Engaging Snapchat Stories
Snapchat Stories are a popular feature that allows users to share their daily experiences. Brands can utilize Stories to connect with their audience and provide valuable content. By creating engaging and informative Stories, brands can attract and retain Snapchat users’ attention. Stories can include how-to guides, styling ideas, humorous angles, recipes, and more.
Conclusion
Understanding how Snapchat determines your best friends and leveraging the platform’s algorithms is crucial for brands and advertisers. By creating high-quality organic content and paid ads that resonate with users, understanding and answering for the goals of the algorithm, and designing tailored social media campaigns, brands can reach the right audiences on Snapchat. With its expansive reach and capabilities, Snapchat offers great opportunities for brands to connect with the Snapchat Generation and create engaging experiences. So, embrace the power of Snapchat’s algorithms and unlock the potential of this popular social media platform.
