Snap opens first German office, as Snapchat hits 5m daily users in the nation

SnapchatSnap Inc has announced that more than 5m people use Snapchat every day in Germany to coincide with the announcement of opening its first office in the European nation.

Snap’s office will open in the northern German city of Hamburg this summer, and will follow the launch of Spectacles in Germany, and across Europe, last week. Earlier this year, Snapchat also launched its Discover section in Germany – with its initial partners coming from Bild, Spiegel Online, Sky Sport and Vice.

In Germany, 60 per cent of Snapchat users are at least 18-years-old, while many of them are exclusive to the app on any given day – according to app analytics company App Annie. 45 per cent of the 5m daily users can’t be reached by Facebook, 29 per cent by Instagram, 78 per cent by Messenger, 44 per cent by YouTube and 93 per cent by Twitter.

Later this year, Snap is also preparing to introduce its Snapchat Ad Manager self-serve tool for German businesses to run their own ad campaigns on Snapchat.