Snapchat is looking to make it easier for advertisers to see words and phrases that are trending on the app with a new website that's a blend of Google Trends and TikTok's hashtags.
On Tuesday, the social platform unveiled Snapchat Trends, a public website where anyone can see and search top trending topics. Users can enter any keyword, topic, or product name into the trends search bar to see how these topics have performed over time. Search results are based on public Stories from the last 30 to 90 days. For example, a recent week’s Top Trends included International Cat Day, Team USA, and Back to School.
Marketers can add up to four additional keywords and search by time frame to see how topics compare to each other or spot any patterns, reminiscent of Google Trends. Searches are available across the U.S., U.K., Canada, and Australia.
The new site seems to be taking a page from Google Trends as well as TikTok’s hashtag search. With the speed of social media, the new site gives a slightly delayed pulse on what Snap users are talking about. Snap says the searches can be a way for marketers to tailor campaign language to match how Snapchat users naturally speak, as well as see reactions to brands and products. It’s also a way for brands to see if something trending is relevant to their product as a way to quickly react.
For example, Snap found that the term “streaming” peaks every Friday, coinciding with new music releases and new content on streaming platforms. It also found that Snapchat users are tuned in to “holidays” like National Ice Cream Day or International Women’s Day.
"Snap's new trends website will help curious advertisers understand what trends are bubbling up on Snapchat, and give them better insight into how long a topic remains trendy, or if that topic resurfaces in a predictable pattern. I assume Snap is already sharing this information with some of its advertisers internally, but by making it a publicly searchable database, it might inspire more advertisers to think about Snapchat as an advertising venue," says Debra Aho Williamson, principal analyst, eMarketer. "Snap's tool will also enable marketers to do more social listening within the platform. They won't be able to access private Snaps or Stories, but they'll gain more insight into what Snapchat users are talking about.
Snapchat Trends only pulls from public Stories, and Snaps that come up as examples of entered keywords on the site are human-moderated, according to the product announcement. Trends also does not pull keywords from direct chats or direct Snaps between users.
Snapchat reports having 500 million global monthly active users and 293 million daily active users who open Snapchat an average of 30 times a day, according to the company.