Snapchat has revealed a brand new “Snapchat Technology” report, which appears to be like at how Snapchatters are partaking within the app, and what meaning for model connection and promotions.
The 26-page report supplies a spread of data-backed notes on what works on Snap, and what doesn’t, and the way folks want to join, with one another and types, within the app.
As per Snap:
“At Snapchat, we don’t simply attain the subsequent era, we perceive them. Our viewers of over 900 million month-to-month lively customers is without doubt one of the world’s most engaged, expressive, and influential communities. Made up of Gen Z and Millennials, the Snapchat Technology is the place actual relationships, self-expression, and cultural affect converge.”
The report appears to be like at a spread of key tendencies, as recognized by way of Snap utilization information, which Snapchat says replicate the pursuits and behaviors of its viewers.
First off, Snap highlights “lo-fi” as a key development:
“Uncooked, unfiltered codecs win consideration. Use Natural Profiles to publish off-the-cuff content material and embrace “imperfect” AR for nostalgic, low-stakes enjoyable.”
Snap’s made this level in a number of of its experiences, that less-polished, extra intimate content material works higher on Snap, which is all about facilitating connection, versus “different” social apps.
Certainly, again in 2022, Snapchat revealed a report which confirmed that folks be happy to “categorical their genuine selves” within the app, as a result of they’re typically speaking with their closest family and friends within the app.
That’s additionally price noting for all entrepreneurs as effectively, that the polished, edited, curated method doesn’t resonate as effectively with this viewers.
Snap additionally says that audio components are serving to customers improve their connection within the app, with Snapchatters within the US sending over 2.5 billion voice notes in Q1 of 2025.
Snap additionally notes that its customers are on the lookout for actual, in-the-moment connection, whereas self-expression can also be extra of a spotlight, with spontaneous, visible communication kinds resonating with customers.
(Did you first learn that as 880 billion cats?)
Lastly, Snapchat notes that its high creators “present up like actual Snapchatters” within the app:
“[Creators] share who they’re, how they really feel, and what’s on their thoughts, and that’s why their content material builds actual reference to a group that helps them, engages with them, and feels extra like buddies than followers.”
They usually’re lively too. Snap says its most lively Snap Stars publish almost 140 occasions per day on common, and it’s that presence and openness which resonates.
Snap advises that manufacturers trying to set up creator connections ought to take into account this component, and look to study what their viewers responds to, and who, with a purpose to make a extra knowledgeable alternative on partnerships.
There are additionally useful explainers in every part on how manufacturers can put them into impact:
These are some beneficial notes, which may allow you to formulate a more practical Snap advertising and marketing method, incorporating key engagement methods and tendencies into your outreach.
It may be a tough platform to crack, however by taking the time to study what works, there are alternatives to achieve huge, engaged audiences within the app.
You’ll be able to obtain Snap’s newest “Snapchat Technology” report (with e-mail sign-up) right here.
