as snapchat and instagram see records usage ,consumers are actively ignoring branded content

Snapchat and instagram continues to rule of social media at least in US,its usage has been increasing at a faster pace as compared to the rest of the world .In the US, 34% of Americans polled are now on Snapchat, compared to 19% in 2014  26% in 2015 and 34% in 2016.However its a worrying sign for content providers as increasingly consumers are shirking and moving away from promoted posts and branded content

Snapchat and instagram continues to rule of sound waves in the United States. Snapchat users increased by almost 84% while instagram recorded 14% increases in usage in 2016 In the US, 34% of Americans polled are now on Snapchat, compared to 19% in 2014 .

While Instagram is even more popular: 43% of US respondents say they use it, compared to 29% in 2014. However, people are skeptical about branded content and ads on Instagram and Snapchat. In the US, 39% of respondents admit to 'actively ignore' content from brands –nearly 15% more than the global average. One three US users admit to feeling ‘constantly followed’ by online advertising and 43% object to the idea of their online behavior being tracked by brands.

However Kantar TNS has three top tips for brands to ensure they’re not actively ignored: 1. Get better at creating content which can be used across multiple channels 2. Work hand-in-hand with influencers as trusted sources of information and advice. 3. Get under the skin of what motivates and excites each of their customers..