25 Snapchat Statistics & Facts For 2024 via @sejournal, @annabellenyst

Snapchat, known for its ephemeral content, innovative augmented reality (AR) features, and fiercely loyal user base, is a vital player in the social media landscape.

While it sometimes flies under the radar – as other platforms like TikTok, YouTube, and Instagram tend to dominate the cultural conversation – Snapchat is an incredibly powerful marketing tool that holds a unique place in the hearts and minds of its users.

In this article, we’ll explore what you need to know about Snapchat, with insights that shed light on what audiences think of the app and where its strengths lie.

From user growth trends to advertising effectiveness, let’s look at the state of Snapchat right now.

What Is Snapchat?

Snapchat is a social media app that allows users to share photos and videos with friends and followers online.

Unlike other social platforms like Facebook, Instagram, and TikTok – where much of the content is stored permanently – Snapchat prioritizes ephemeral content only.

Once viewed, Snapchat content disappears, which adds a layer of spontaneity and privacy to digital interactions.

Snapchat leverages the power of augmented reality to entertain its audience by creating interactive and immersive experiences through features like AR lenses.

Users can also explore a variety of stickers, drawing tools, and emojis to add a personal touch to everything they post.

What started as a small collection of tools in 2011 has now expanded to a massive library of innovative features, such as a personalized 3D Snap Map, gesture recognition, audio recommendations for lenses, generative AI capabilities, and much more.

Creating an account on Snapchat is easy. Simply download the app on Google Play or the App Store. Install it on your device, and you’re ready!

Snapchat downloadScreenshot from Google Play, December 2023

25 Surprising Facts You Didn’t Know About Snapchat

Let’s dive in!

1. Snapchat Has 406 Million Daily Active Users

That number, released by the company in October 2023, represents an increase of 43 million year-over-year – a 12% increase.

Here’s a chart from Statista showing Snapchat’s user growth from 2014 to 2023:

Snapchat’s user growth from 2014 to 2023Screenshot from Statista.com, December 2023

And with 750 million monthly active users (MAUs), Snapchat is the fifth-biggest social media network in the world.

2. Users 18-24 Years Old Account For The Biggest Chunk Of Snapchat’s Audience

According to Snapchat’s own advertising data, the platform has 243.5 million users aged 18 to 24 – representing 38.6% of its total ad audience.

The second largest group of users are between the ages of 25 and 34, followed by 13-17-year-olds – proving that Snapchat is reaching young people around the world.

On the flip side, the platform isn’t huge with older users; people aged 50 and over account for only 3.8% of Snapchat’s total ad audience.

As a marketer, you can take a hint on what your campaign should focus on if you use Snapchat. As Snapchat’s own report puts it:

“From its inception, Snapchat has inherently created a frictionless space where Gen Z creatives can experiment with their identities, yet not have to feel like they’re ‘on brand’ in communicating to their close friend groups.”

3. Snapchat Reaches 90% Of The 13 To 24-Year-Old Population

It also reaches 75% of people between the ages of 13 and 34 in over 25 countries, according to Snapchat’s estimates.

In the US, 59% of American teenagers (between the ages of 13 and 17) report using Snapchat. This number amounts to roughly six in 10 US teens.

4. Snapchat Users Open The App Nearly 40 Times A Day

According to the company, this means people interact with their social circles on Snapchat more than any other social network.

In the US, about half of teenagers (51%) report using Snapchat at least once a day – making it slightly more popular than Instagram, but not quite as popular as YouTube or TikTok.

5. Taco Bell Paid $75,000 For 24 Hours Of The Taco Filter/Ad

To boost sales, Taco Bell launched the taco filter on Snapchat. Here’s what it looked like.

The filter is humorous, relevant, and unique. Users adored it, and it got 224 million views.

That’s great, considering Taco Bell paid $75,000 for the ad – which actually proved to be a great investment for the exposure the brand received.

6. More Than Half (50.6%) Of Snapchat Users Are Female

In contrast, 48.7% of the platform’s global users are male.

While there is not a huge discrepancy between the demographics here, it’s helpful information for any marketers looking to put together Snapchat campaigns.

7. Snapchat Is The No. 1 App People Use To Share What They Bought

Is your brand looking to reach young social media users around the world? Snapchat could be the perfect platform for you.

People are 45% more likely to recommend brands to friends on Snapchat compared to other platforms.

They’re also 2X more likely to post about a gift after receiving it – making Snapchat a powerful tool for influencer marketing and brand partnerships.

8. Snapchat Pioneered Vertical Video Ads

Once a novelty in the social media industry, vertical video ads have become one of the most popular ways to advertise on social media and reach global audiences.

What are vertical video ads? It’s self-explanatory: They’re ads that can be viewed with your phone held vertically. The ad format is optimized for how we use our mobile devices and designed to create a non-disruptive experience for users.

You’ve definitely seen countless video ads by now, but did you know Snapchat pioneered them?

9. You Can Follow Rock Star Business Experts On Snapchat

Who knew Snapchat could be a powerful business tool? Here are the top three experts you should follow right now:

10. More Than 250 Million Snapchatters Engage With AR Every Day, On Average

Snapchat was the first social media app to really prioritize the development of AR features, and it’s paid off.

Over 70% of users engage with AR on the first day that they download the app – and, to date, there have been more than 3 million lenses launched on Snapchat.

11. People Are 34% More Likely To Purchase Products They See Advertised On Snapchat

When compared to watching the same ad on other social media platform, Snapchat proves to be an effective way to reach and convert.

12. Snapchat Is The King Of Ephemeral Content Marketing

Ephemeral content marketing uses video, photos, and media that are only accessible for a limited time.

Here are three reasons it works:

  • It creates a sense of urgency.
  • It appeals to buyers who don’t want to feel “sold.”
  • It’s more personalized than traditional sales funnel marketing.

Guess who’s one of the kings of ephemeral content marketing? That’s right: Snapchat.

Consider that if it weren’t for Snapchat, Instagram Stories would likely not exist right now.

13. More Than 5 Million People Subscribe To Snapchat+

Snapchat+ is the platform’s paid subscription service that gives users access to exclusive and pre-release features on the platform.

Subscribers also receive a range of other perks, including options to customize their app experience and the ability to see how many times their content has been rewatched.

The fact that so many millions of users are willing to pay for special access and features to Snapchat should be a sign to brands and marketers everywhere that the platform has a strong pull with its audience.

Beyond that, the fact that Snapchat+ drew 5 million subscribers within just a year or so of launching is impressive on its own.

14. Snapchat Reaches Nearly Half Of US Smartphone Users

According to Statista, approximately 309 million American adults use smartphones today.

Snapchat’s ability to reach such a considerable portion of US smartphone users is notable.

15. Snapchat Users Spend An Average Of 19 Minutes Per Day On The App

That’s 19 minutes brands can use to connect with people, grow brand awareness, and convey their message.

16. Snapchat’s Original Name Was Picaboo

In fact, Snapchat did run as Picaboo for about a year.

17. Snapchat Was Created After 34 Failures

Snapchat creators Evan Spiegel, Bobby Murphy, and Frank Reginald Brown worked on the Snapchat project while they were studying at Stanford University.

After 34 failures, they finally developed the app as we know it today.

18. Snapchat’s Creators Had A Major Falling-Out Before The App Was Released

Frank Reginald Brown was ousted from the Snapchat project by his friends.

Although no one knows the real story, Brown claims Spiegel and Murphy changed the server passwords and ceased communication with him a month before Snapchat was launched.

19. Snapchat Downloads Doubled After The Launch Of The Toddler & Gender Swap Filters

Users downloaded Snapchat 41.5 million times in a month after the release of these filters!

20. Mark Zuckerberg Tried To Buy Snapchat

Snapchat’s owners refused to sell Snapchat to Zuckerberg (even though the offer went as high as $3 billion!).

21. Snapchat’s Mascot Is Called Ghostface Chillah

The mascot was inspired by Ghostface Killah of the Wu-Tang Clan – and when you consider that the app was once called “Picaboo,” the ghost logo makes more sense.

Apparently, Snapchat co-founder and CEO Evan Spiegel has said that he developed the mascot himself and chose a ghost based on the ephemeral nature of Snapchat content.

22. Facebook And Instagram Borrowed Ephemeral Content From Snapchat

As we mentioned above, we have Snapchat to thank for Facebook and Instagram Stories, which have since become integral to the social media experience.

Snapchat also pioneered the use of AR filters, which were adopted by Instagram and paved the way for the filters that dominate the world of TikTok today.

23. 75% Of Gen Z And Millennials Say Snapchat Is The No. 1 Platform For Sharing Real-Life Experiences

Social media is all about authentic moments and human connection – and social media marketing is no different.

With such a large number of young people preferring Snapchat over other platforms for sharing their life experiences, marketers should follow suit.

Find ways to share behind-the-scenes moments with your team and company, and emphasize the humans behind the brand.

24. Snapchat Users Have Over $4.4 Trillion In Global Spending Power

That’s nothing to sneeze at.

25. In 2022, Snapchat Generated $4.6 Billion In Revenue

It is currently valued at over $20 billion.

Looking Ahead With Snapchat

Snapchat’s ephemeral content, intimacy, and spontaneity are strong points for everyday users, content creators, and businesses alike.

Marketers should keep a keen eye on emerging trends within the platform, such as new AR advancements and evolving user demographics.

Those looking to reach younger audiences or show an authentic, human side of their brand should consider wading into the waters of Snapchat.

By harnessing the power of ephemeral content and engaging features, brands can effectively use Snapchat to grow their brand awareness, engage with audiences on a more personal level, and stay relevant in the fast-paced world of digital marketing.

More resources:


Featured Image: Trismegist san/Shutterstock

Google helped make an exquisitely detailed map of a tiny piece of the human brain

A team led by scientists from Harvard and Google has created a 3D, nanoscale-resolution map of a single cubic millimeter of the human brain. Although the map covers just a fraction of the organ—a whole brain is a million times larger—that piece contains roughly 57,000 cells, about 230 millimeters of blood vessels, and nearly 150 million synapses. It is currently the highest-resolution picture of the human brain ever created.

To make a map this finely detailed, the team had to cut the tissue sample into 5,000 slices and scan them with a high-speed electron microscope. Then they used a machine-learning model to help electronically stitch the slices back together and label the features. The raw data set alone took up 1.4 petabytes. “It’s probably the most computer-intensive work in all of neuroscience,” says Michael Hawrylycz, a computational neuroscientist at the Allen Institute for Brain Science, who was not involved in the research. “There is a Herculean amount of work involved.”

Many other brain atlases exist, but most provide much lower-resolution data. At the nanoscale, researchers can trace the brain’s wiring one neuron at a time to the synapses, the places where they connect. “To really understand how the human brain works, how it processes information, how it stores memories, we will ultimately need a map that’s at that resolution,” says Viren Jain, a senior research scientist at Google and coauthor on the paper, published in Science on May 9. The data set itself and a preprint version of this paper were released in 2021.

Brain atlases come in many forms. Some reveal how the cells are organized. Others cover gene expression. This one focuses on connections between cells, a field called “connectomics.” The outermost layer of the brain contains roughly 16 billion neurons that link up with each other to form trillions of connections. A single neuron might receive information from hundreds or even thousands of other neurons and send information to a similar number. That makes tracing these connections an exceedingly complex task, even in just a small piece of the brain..  

To create this map, the team faced a number of hurdles. The first problem was finding a sample of brain tissue. The brain deteriorates quickly after death, so cadaver tissue doesn’t work. Instead, the team used a piece of tissue removed from a woman with epilepsy during brain surgery that was meant to help control her seizures.

Once the researchers had the sample, they had to carefully preserve it in resin so that it could be cut into slices, each about a thousandth the thickness of a human hair. Then they imaged the sections using a high-speed electron microscope designed specifically for this project. 

Next came the computational challenge. “You have all of these wires traversing everywhere in three dimensions, making all kinds of different connections,” Jain says. The team at Google used a machine-learning model to stitch the slices back together, align each one with the next, color-code the wiring, and find the connections. This is harder than it might seem. “If you make a single mistake, then all of the connections attached to that wire are now incorrect,” Jain says. 

“The ability to get this deep a reconstruction of any human brain sample is an important advance,” says Seth Ament, a neuroscientist at the University of Maryland. The map is “the closest to the  ground truth that we can get right now.” But he also cautions that it’s a single brain specimen taken from a single individual. 

The map, which is freely available at a web platform called Neuroglancer, is meant to be a resource other researchers can use to make their own discoveries. “Now anybody who’s interested in studying the human cortex in this level of detail can go into the data themselves. They can proofread certain structures to make sure everything is correct, and then publish their own findings,” Jain says. (The preprint has already been cited at least 136 times.) 

The team has already identified some surprises. For example, some of the long tendrils that carry signals from one neuron to the next formed “whorls,” spots where they twirled around themselves. Axons typically form a single synapse to transmit information to the next cell. The team identified single axons that formed repeated connections—in some cases, 50 separate synapses. Why that might be isn’t yet clear, but the strong bonds could help facilitate very quick or strong reactions to certain stimuli, Jain says. “It’s a very simple finding about the organization of the human cortex,” he says. But “we didn’t know this before because we didn’t have maps at this resolution.”

The data set was full of surprises, says Jeff Lichtman, a neuroscientist at Harvard University who helped lead the research. “There were just so many things in it that were incompatible with what you would read in a textbook.” The researchers may not have explanations for what they’re seeing, but they have plenty of new questions: “That’s the way science moves forward.” 

Correction: Due to a transcription error, a quote from Viren Jain referred to how the brain ‘exports’ memories. It has been updated to reflect that he was speaking of how the brain ‘stores’ memories.

Hong Kong is targeting Western Big Tech companies in its new ban of a popular protest song

It wasn’t exactly surprising when, on Wednesday May 8, a Hong Kong appeals court sided with the city government to take down “Glory to Hong Kong” from the internet. The trial, in which no one represented the defense, was the culmination of a years-long battle over the song that has become the unofficial anthem for protesters fighting China’s tightening control and police brutality in the city. But it remains an open question how exactly Western Big Tech companies will respond. Even as the injunction is narrowly designed to make it easier for them to comply, the companies may still be seen as aiding authoritarian control and obstructing internet freedom if they do so.  

Google, Apple, Meta, Spotify, and more have spent the last several years largely refusing to cooperate with previous efforts by the Hong Kong government to prevent the spread of the song, which the government has claimed is a threat to national security. But the government has also hesitated to leverage criminal law to force them to comply with requests for removal of content, which could risk international uproar and have a negative effect on the city’s economy. 

Now, the new ruling seemingly finds a third option: By providing the platforms with a civil injunction that doesn’t invoke criminal prosecution—which is similar to how copyright violations are enforced—the platforms can theoretically face less reputational blowback when they comply with the court order.

“If you look closely at the judgment, it’s basically tailor-made for the tech companies at stake,” says Chung Ching Kwong, a senior analyst at the Inter-Parliamentary Alliance on China, an advocacy organization that connects legislators from over 30 countries to try to hold China accountable. She believes the language in the judgment suggests the tech companies will now be ready to comply with the government’s request.

A Google spokesperson says the company is reviewing the court’s judgment and didn’t respond to specific questions sent by MIT Technology Review. A Meta spokesperson pointed to a statement from Jeff Paine, the managing director of the Asia Internet Coalition, a trade group representing many tech companies in the Asia-Pacific region: The AIC “is assessing the implications of the decision made today, including how the injunction will be implemented, to determine its impact on businesses. We believe that a free and open internet is fundamental to the city’s ambitions to become an international technology and innovation hub.” The AIC did not immediately reply to questions sent via email. Apple and Spotify didn’t immediately respond to requests for comment.

But no matter what these companies do next, the ruling is already having an effect: Just over 24 hours after the court order, some of the 32 YouTube videos that are explicitly named in the injunction as requiring removal were inaccessible for users worldwide, not just in Hong Kong. 

While it’s unclear whether the videos were removed by the platform or by their creators, experts say the court decision will almost certainly set a precedent for more content to be censored from Hong Kong’s internet in the future.

“Censorship of the song would be a clear violation of internet freedom and freedom of expression,” says Yaqiu Wang, the research director for China, Hong Kong, and Taiwan at Freedom House, a human rights advocacy group. “Google and other internet companies should use all available channels to challenge the decision.” 

Erasing a song from the internet

Since “Glory to Hong Kong” was first uploaded to YouTube in August 2019 by an anonymous group called Dgx Music, it’s been adored by protesters and applauded as their anthem. Its popularity only grew after China passed the harsh Hong Kong national security law in 2020

It also unsurprisingly became a major flashpoint. With lyrics like, “Liberate Hong Kong, revolution of our times,” the city and national Chinese governments were wary of its spread. 

Their fears escalated when the song was repeatedly mistaken for China’s national anthem at international events, and was broadcast in sporting events after Hong Kong athletes won. By mid 2023, the mistake, intentional or not, had happened 887 times, according to the Hong Kong government’s request for the content’s removal; the request to the court credits YouTube videos and Google search results referring to the song as the “Hong Kong National Anthem” as the reason. 

The government has been arresting people for performing the song on the ground in Hong Kong, but it has been harder to prosecute the online activity since most of the videos and music were uploaded anonymously, and Hong Kong, unlike mainland China, has historically had a free internet. This meant officials needed to explore new approaches to content removal. 

To comply or not to comply

Using the controversial 2020 national security law as legal justification to make requests for removal of certain content deemed threatening, the Hong Kong government has been able to exert pressure on local companies, like internet service providers (ISPs). “In Hong Kong, all the major internet service providers are locally owned or Chinese-owned. For business reasons, probably within the last 20 years, most of the foreign investors like Verizon left on their own,” says Charles Mok, a researcher at Stanford University’s Cyber Policy Center and a former legislator in Hong Kong. “So right now, the government is focusing on telling the customer-facing internet service providers to do the blocking.” And it seems to have been somewhat effective, with a few websites for human rights activist organizations becoming inaccessible locally.

But the city government can’t get its way as easily when the content is on foreign-owned platforms like YouTube or Facebook. Back in 2020, most major Western companies declared they would pause processing data requests from the Hong Kong government while they assessed the law. Over time, some of them have started answering government requests again. But they’ve largely remained firm: Over the first six months of 2023, for example, Meta received 41 requests from the Hong Kong government to obtain user data and answered 0; during the same period, Google received requests for removing 164 items from Google services and ended up removing 82 of them, according to both companies’ transparency reports. Google specifically mentioned that it chose to not remove two YouTube videos and one Google Drive file related to “Glory to Hong Kong.”

Both sides are in tight spots. Tech companies don’t want to lose the Hong Kong market or endanger their local staff, but they are also worried about being seen as complying with authoritarian government actions. And the Hong Kong government doesn’t want to be seen as openly fighting Western platforms while trust in the region’s financial markets is already in decline. In particular, officials fear international headlines if the government invokes criminal law to force tech companies to remove certain content. 

“I think both sides are navigating this balancing act. So the government finally figured out a way that they thought might be able to solve the impasse: by going to the court and narrowly seeking an injunction,” Mok says.

That happened in June 2023, when Hong Kong’s government requested a court injunction to ban the distribution of the song online with the purpose of “inciting others to commit secession.” It named 32 YouTube videos explicitly, including the original version and live performances, translations in other languages, instrumental and opera versions, and an interview of the original creators. But the order would also cover “any adaptation of the song, the melody and/or lyrics of which are substantially the same as the song,” according to court documents. 

The injunction went through a year of back-and-forth hearings, including a lower court ruling that briefly swatted down the ban. But now, the Court of Appeal has granted the government approval. The case can theoretically be appealed one last time, but with no defendants present, that’s unlikely to happen.

The key difference between this action and previous attempts to remove content is that this is a civil injunction, unlike a criminal prosecution—meaning it is, at least legally speaking, closer to a copyright takedown request. In turn, a platform could arguably be less likely to take a reputational hit as long as it removes the content upon request. 

Kwong believes this will indeed make platforms more likely to cooperate and there have already been pretty clear signs to that effect. In one hearing in December, the government was asked by the court to consult online platforms for the feasibility of the injunction. The final judgment this week says that while the platforms “have not taken part in these proceedings, they have indicated that they are ready to accede to the Government’s request if there is a court order.”

“The actual targets in this case, mainly the tech giants, may have less hesitation to comply with a civil court order than a national security order because if it’s the latter, they may also face backfire from the US,” says Eric Yan-Ho Lai, a research fellow at Georgetown Center for Asian Law. 

Lai also says now that the injunction is granted, it will be easier to prosecute an individual based on violating a civil injunction rather than prosecuting someone based on criminal offenses, since the government won’t need to prove criminal intent.

The chilling effect

Immediately after the injunction, human rights advocates called on tech companies to remain committed to their values. “Companies like Google and Apple have repeatedly claimed that they stand by the universal right to freedom of expression. They should put their ideals into practice,” says Freedom House’s Wang. “Google and other tech companies should thoroughly document government demands, and publish detailed transparency reports on content takedowns, both for those initiated by the authorities and those done by the companies themselves.”

Without making their plans clear, it’s too early to know just how tech companies will react. But right after the injunction was granted, the song largely remained available on most platforms, including YouTube, iTunes, and Spotify, for Hong Kong users, according to the South China Morning Post. On iTunes, the song even returned to the top of the download rankings a few hours after the injunction.

One key factor that may still determine corporate cooperation is how far the content removal requests go. There will surely be more videos of the song that are uploaded to YouTube, not to mention independent websites hosting the videos and music for more people to access. Will the government go after each of them too?

The Hong Kong government has previously said in court hearings that it only seeks a local restriction of the online content, meaning content will only be inaccessible to users physically in the city, which large platforms like YouTube can do so without difficulty. 

Theoretically, this allows local residents to still circumvent the ban by using VPN software, but not everyone would be technologically savvy enough to do so. And that wouldn’t do much to minimize the larger chilling effect on free speech, says Kwong from the Inter-Parliamentary Alliance on China. 

“As a Hong Konger living abroad, I do rely on Hong Kong services or international services based in Hong Kong to get a hold of what’s happening in the city. I do use YouTube Hong Kong to see certain things, and I do use Spotify Hong Kong or Apple Music because I want access to Cantopop,” she says. “At the same time, you worry about what you can share with friends in Hong Kong and whatnot. We don’t want to put them into trouble by sharing things that they are not supposed to see, which they should be able to see.”

The court made at least two explicit exemptions to the song’s ban, for “lawful activities conducted in connection with the song, such as those for the purpose of academic activity and news activity.” But even the implementation of these could be incredibly complex and confusing in practice. “In the current political context in Hong Kong, I don’t see anyone willing to take the risk,” Kwong says. 

The government has already arrested prominent journalists in the name of endangering national security, and a new law passed in 2024 has expanded the crimes that can be prosecuted on national security grounds. As with all efforts to suppress free speech, the impact of vague boundaries that encourage self-censorship on potentially sensitive topics is often sprawling and hard to measure. 

“Nobody knows where the actual red line is,” Kwong says.

Google Revs Ecommerce SERPs

Google is revving up its product search results, making it easier for consumers to price shop without leaving search engine page results.

Search for an unbranded product such as “buy blue womens sun dress” and scroll past sponsored listings and local results. Below that, on the primary SERP, Google added a grid of tile-like product boxes triggered by purchase-intent queries. Each tile can include a product name, images, price, store name, average star ratings, and review count.

Screenshot of product-grid boxes

Product boxes appear on primary SERPs and can include product names, images, prices, store names, average star ratings, and review counts. Click image to enlarge.

The tiles function differently from conventional organic results. Instead of sending shoppers to a product detail page on an ecommerce site, the tiles link to shopping knowledge panels that load in the SERP. The panels are similar to product detail pages but with one big difference: Google tacks on a merchant list with pricing.

“This is particularly useful for users because they can compare prices much more easily,” says ecommerce SEO consultant Aleyda Solis. But for online stores, it’s yet another hurdle to get the click.

How Google ranks product tiles remains unclear. But they are populated by structure data — Schema.org markup or similar. SEO consultants and ecommerce store owners have wrestled for years over which structured data types are worth publishing since Google wasn’t paying attention to all of them.

But last February, Google expanded support for product structured data, announcing new shipping and returns classes and product variants such as sizes, colors, and materials. This will likely bury skirmishes about the value of structured data since visibility in product grids and shopping knowledge panels depends on it.

Shopping Knowledge Panels

In shopping knowledge panels, the store name on the product tile gets the top ranking on the merchant list. But size, color, and other sort-by options let shoppers reshuffle the merchant list by those variants.

Screenshot of a shopping knowledge panel

Shopping knowledge panels load directly in SERPs and contain sort-by options that reorder the list of merchants. Click image to enlarge.

The sort-by feature will likely incent store owners to get their Schema act together or risk disappearing from the merchant list. Shoppers using the feature could unwittingly filter out merchants that ignore product variants.

“If you have technical constraints or don’t have a developer, there are tools that facilitate the implementation of product Schema markup. Wordlift is one. Schema App is another,” says Solis. You can also use ChatGPT to generate product Schema.

For ecommerce merchants, the shopping knowledge panel lessens the importance of unique landing pages. Many searchers will likely go straight from the product grid to the shopping knowledge panel to a merchant’s product detail page.

The development could be a win for Amazon, which will appear in more product knowledge panels due to the breadth and depth of its catalog. Moreover, Amazon could use predatory pricing to undercut smaller ecommerce stores in merchant lists.

Last September, Google’s domain name registrar business was acquired by Squarespace. “Maybe Google thinks we won’t need domains anymore,” speculates Ross Kernez, a digital strategist. “If everything gets converted to SGE [Search Generative Experience] and only ecommerce survives, the top of the funnel will be gone. Transactional queries will still be here, but that means people could need fewer domains,” says Kernez.

Mike King, CEO of marketing agency iPullRank, disagrees. “We’ve heard of the death of websites when mobile apps appeared. People were like, we’re not going to need websites anymore. Everything’s going to be an app. Well, that didn’t happen,” says King.

Diminished Value?

Either way, conventional organic listings are getting pushed further below the fold. With AI results, paid shopping, pay-per-click ads, map packs, forums, image carousels, and now product grids, it is possible to secure top traditional organic rankings and receive less traffic.

With the rise of ChatGPT, the growth of product review search on TikTok and Instagram, and the recent completion of its March core update, Google appears to be reinventing web search and, perhaps, diminishing the value of organic search as a marketing channel.

The result could force marketers to prioritize other traffic sources such as social networks, email marketing, and generative AI optimization.

Google’s enormous audience cannot be ignored. But with so much volatility in the SERPs, diversifying ecommerce traffic sources is becoming increasingly important. I see no evidence of ecommerce merchants shifting resources from organic search to TikTok, ChatGPT, Reddit, and Facebook. But it does appear that relying on organic traffic is getting riskier.