Will a completely revamped user interface help Snapchat win back users? CEO Evan Spiegel certainly hopes so, as the company works to overhaul its app and increase its user base and engagement. But when it comes to user engagement, where does Snapchat stand in relation to its social media rivals? As part of research we conducted for our Social Media Index last month, we looked at the most engaging (or stickiest) social media properties among U.S. adults, ages 18 and above.
Stickiness, Engagement, and Social Media
Stickiness is how Verto Analytics measures user engagement, by comparing daily users to monthly users. We analyzed the 100 most popular social media properties (based on monthly user numbers) to identify the stickiest properties, which includes both websites and apps.
Facebook is clearly in the lead, with a 70% stickiness rating, not to mention a massive user base of nearly 200 million monthly users. And while Snapchat’s stickiness (47%) still trails behind properties like Timehop and Grindr, it can nevertheless claim a much larger user base (nearly 44 million monthly users) than any other social media property on our chart, besides the giant that is Facebook.