Snapchat continues to lean into sports coverage, as it looks for ways to expand its reach and resonance, announcing a new deal with European Football League LaLiga, which will will see Snap host exclusive content, weekly highlights, historical archives, best goals and more.
According to Snap:
“Snapchatters will be able to enjoy the best moments of the game thanks to a dedicated Discover Show called La Liga show timeas well as Stories and Spotlight content published by the LaLiga Snap Star Account.”
The deal will also include LaLiga-branded lenses, stickers, Bitmoji additions, and more.
Snapchat has seen great success with sports coverage, with NFL football, in particular, generating great interest in the app. According to Snap’s own research, 87 million Snapchatters watch sports content every month, while NFL fans do too. engaged with Snap’s AR tools during Super Bowl LVI more than 2.1 billion times.
Earlier this year, Snap announced the expansion of its content deals with the NFL, WNBA and NBA, each producing exclusive content for Discover, as well as evolving AR experiences and Spotlight clips.
LaLiga will add to that, and Snap also hopes its expanded sports offering will help improve its value to a wider range of users, which will then increase the value of its advertising offering.
According to recent reports, Snap is now looking to put more emphasis on older users in the app. J16% of Snap’s current user base is over 35, and while reaching young people has long been Snap’s biggest selling point for ad partners, now, amid growing revenue pressures, Snap is feeling the heat, which has forced him to re-examine his broader approach.
Because while reaching those under 24 is important (60% of Snap users are under 24), older audiences have more sustainable incomes and are interested in a wider range of products.
Usage statistics could also suggest that Snapchat is failing to retain users as they move to older installments, which may further limit its value as an advertising network.
Even if it’s theoretical. Snap was founded in 2011, which means that only early users aged 24 and over have now transitioned to this older age bracket. This could mean that Snap will still see its usage rates among seniors increase over time – which is likely the real goal of this new internal push, improving its offering to keep those Snap users coming back to the app, rather than seeing them lose interest at a certain age.
Does Snap offer the same value to older users as to younger ones? The answer, quite clearly, seems to be no, but maybe if Snap can reshape its offering to better evolve with its audience, that will help it maintain relevance in new ways.
In this case, sports content will probably play a big role. If Snap can become a more complementary platform for sports fans, it will ensure that even older users will keep coming back, which could be key for Snap’s next development.
For marketers, the key point to note is Snap’s growing push on sports content, while it will also be interesting to note exactly how Snap is going about retaining older audiences and what that means for your advertising offers.