Should We Care About Snapchat?

Dog filters. Snap streaks. 24-hour stories. We all know Snapchat - the social media app launched in 2011 (formally Picaboo) to share temporary photos and videos. But did we all fall off the Snap wagon? Or is it worth the conversation? 

At Helen + Gertrude, we chat social media day in and out. Endless Instagram updates, TikTok trends, and did you see the latest on LinkedIn? …But, what’s going on with Snapchat? Is it a collection of opened and abandoned chats and regular “On This Day 6 Years Ago” memories? (Seriously, the reminder of our pre-Covid social lives are laughable sometimes.) Market research says otherwise. Snapchat is booming, with over 56% of Gen Z users on the platform.  And on top of that, eMarketer just announced last month that Snapchat outperformed both TikTok and Instagram when it comes to creator-driven shopping.

Usage increase 

While it may be less common for millennials and older generations to regularly use the app, younger consumers are still steadily increasing their usage. I’ll interject here to say hi - Hannah here, Marketing Manager at Helen + Gertrude. As an older Gen-Zer, I was an avid Snapchatter back in high school and in my early college days. Snapchat started to silence as I grew older, with less usage for myself, and also my friends. The app is intended to be a communication tool between users, so if users are not reaching out to their friends, they are likely not receiving messages on the app either. I think it was the over-saturation of social media during 2020 that was the final kick for me, with endless hours on up-and-coming TikTok, and Instagram’s continued popularity. 

However, I personally know many people who use the app to communicate with family. Cousins, aunts, uncles, and even grandparents participate on the platform to see daily life updates between each other. Others use the app to watch the latest pop-culture news or influencer updates. 

So whether you utilize the app or not, the majority of Gen Z are. Snapchat reaches 90% of the 13-24-year-old population and 75% of the 13-34-year-old population in 25+ countries.  

Gen Z remains the largest user segment, with 48% of U.S. users aged 15-25, followed by millennials (ages 26-35), who make up about 30%. This is a large pool of consumers that is top of mind for marketers. Snapchat outperformed TikTok, Instagram, and YouTube in driving user shopping activity, particularly among Gen Z, with 82% of 15-to-26-year-olds buying due to creator content. 

 And a recent survey says… 

88% of Snapchatters say, “I love to shop.”

82% consider shopping to be a primary hobby. 

75% report that when they like something, they buy it — versus 59% of non-Snapchatters. 

86% are comfortable making large purchases online.

Not only is Snapchat's number of active users increasing year-over-year, but it also ranks highly for user happiness and relatability, which boosts engagement with brand messaging and improves ad receptivity.

Personal Connections Are Native to Snapchat

Unlike more ubiquitous platforms like Instagram or TikTok, Snapchat’s appeal lies in its intimacy and creativity. We’ve seen a lot about Instagram’s recent push on personal connection and communication, heavily emphasizing DMs and sharing, but Snapchat was created with this exact model in mind. The platform lets users share candid moments and enjoy a more private experience with friends and family. For marketers, this provides a unique opportunity to connect to the more than 422 million active users in a way that feels more personal and natural. Snapchat is a favorite for its fun, relatable vibe, a quality that boosts engagement with brand messaging and improves ad receptivity. 

Innovation-driven since the start 

Snapchat pioneered augmented reality (AR) lens experiences, making it a perfect space for brands aiming to captivate audiences. (Who isn’t using a funny lens in their snaps?! C’mon.) Studies show that Snapchat AR campaigns can generate up to 5x more active attention than standard digital ads. 

The platform’s emphasis on AR has proven successful for brand engagement, with over 250 million users engaging daily with features like filters and lenses.  Many businesses create custom filters and interactive experiences to enhance brand visibility and interaction. 

Opportunities for Brands to Connect with Snapchatters

 Snapchat’s ad revenues are expected to grow by 10.5% globally, reaching $4.04 billion in 2024. The strong foothold among younger users creates a prime advertising opportunity for brands aiming to reach Gen Z, who are highly engaged on the platform compared to other age groups. 

• Snap Ads: These full-screen, vertical video ads appear between user-generated content in Snapchat's Stories and Discover sections, similar to In-Feed or Reel ads for IG/TikTok. Snap Ads are effective for capturing attention with short-form, eye-catching visuals, which makes them great for quick product launches, teaser campaigns, and promotions. 

• Story Ads: Story Ads, on the other hand, appear as a branded tile in the Discover feed and include a series of Snaps, giving brands more space to tell a longer story (up to 3 mins). They work well when brands want to tell a narrative over several Snaps or feature an in-depth look at a new offering.

 Ex: Amazon used this format to showcase a series of new fashion products under one cohesive campaign, making it easy for users to browse and shop directly.

• Sponsored Lenses and Filters: These are AR tools that allow brands to create interactive experiences users can engage with. Sponsored Lenses can change users’ appearances or add virtual elements to their surroundings, while Sponsored Filters are overlays that add branded messages or themes to user Snaps. Both work well for campaigns aiming to boost brand awareness, engagement, and participation. They are especially effective during events, holidays, or product launches, allowing brands to be part of users' daily lives and social sharing.

Ex: Taco Bell’s Cinco de Mayo lens turned users’ heads into giant tacos and incorporates branded visuals and text. This highly engaging experience led to a record 224 million views in a single day.

• Snapchat Discover: The Discover section is a place for branded and publisher content where brands can produce premium articles, videos, and series in partnership with influencers or creators. This section is highly curated and designed for brands that want to tell richer stories and connect with audiences on a deeper level. Discover is ideal for brands that want to create recurring content, reach a broad audience, or leverage influencer partnerships.

Ex: Sephora partnered with Snapchat influencers to share beauty tutorials and product reviews, effectively reaching beauty enthusiasts looking for makeup tips. In doing so, they were able to build a loyal following and expand their reach within Snapchat’s Discover audience.

TLDR: Each of these formats offers different strengths depending on campaign objectives. Snap Ads are perfect for quick awareness and call-to-action, Sponsored Lenses and Filters are excellent for interactive engagement, and Discover is ideal for brands interested in storytelling and influencer marketing. 

Analytics and reporting tools allow us to fine-tune campaigns and more effectively target specific demographics. We leverage insights on engagement, geographic reach, and user interaction with content to optimize future efforts. Snapchat offers some unique metrics such as… 

Story Completion Rate: Shows how many viewers watched your story from start to finish, indicating engagement level.

Screen Time per Snap: Measures how long users linger on each snap, highlighting which content grabs attention.

Snap Ad Swipes: Tracks how often users swipe up on ads to linked sites, a strong indicator of interest and interaction with your content.

Filter and Lens Interactions: For branded filters or lenses, you can track interactions, such as how many users engaged with the lens and how often it was shared with others.

To name a few! 

While Snapchat may have a lower adoption rate among marketers compared to Instagram and TikTok, its user base’s loyalty and engagement levels mean that the platform often delivers higher ROI per engagement for the right audiences. It isn’t for everyone, but if your focus is on engaging the Gen Z demographic or experimenting with the latest AR capabilities, Snapchat is worth a closer look.