While brands initially flocked to Snapchat, many accounts have been dormant, report suggests

Snapchat is now a mainstream social channel for many brands, especially those aiming to reach young consumers, but new research found that although Snapchat adoption among brands increased throughout 2016, many of these branded accounts lay dormant once they were opened.
According to L2, the percentage of brands that have a Snapchat account increased across all verticals between January and September 2016. Approximately 90% of active wear brands and 78% of beauty and fashion brands had a Snapcha