Snapchat has published a new “Snapchat Generation” report, which looks at how Snapchatters are engaging in the app, and what that means for brand connection and promotions.
The 26-page report provides a range of data-backed notes on what works on Snap, and what doesn’t, and how people are looking to connect, with each other and brands, in the app.
As per Snap:
“At Snapchat, we don’t just reach the next generation, we understand them. Our audience of over 900 million monthly active users is one of the world’s most engaged, expressive, and influential communities. Made up of Gen Z and Millennials, the Snapchat Generation is where real relationships, self-expression, and cultural influence converge.”
The report looks at a range of key trends, as identified via Snap usage data, which Snapchat says reflect the interests and behaviors of its audience.
First off, Snap highlights “lo-fi” as a key trend:
“Raw, unfiltered formats win attention. Use Organic Profiles to publish off-the-cuff content and embrace “imperfect” AR for nostalgic, low-stakes fun.”
Snap’s made this point in several of its reports, that less-polished, more intimate content works better on Snap, which is all about facilitating connection, as opposed to “other” social apps.
Indeed, back in 2022, Snapchat published a report which showed that people feel free to “express their authentic selves” in the app, because they’re generally communicating with their closest friends and family in the app.
That’s also worth noting for all marketers as well, that the polished, edited, curated approach doesn’t resonate as well with this audience.
Snap also says that audio elements are helping users enhance their connection in the app, with Snapchatters in the US sending over 2.5 billion voice notes in Q1 of 2025.
Snap also notes that its users are looking for real, in-the-moment connection, while self-expression is also more of a focus, with spontaneous, visual communication styles resonating with users.
(Did you first read that as 880 billion cats?)
Finally, Snapchat notes that its top creators “show up like real Snapchatters” in the app:
“[Creators] share who they are, how they feel, and what’s on their mind, and that’s why their content builds real connection with a community that supports them, engages with them, and feels more like friends than followers.”
And they’re active too. Snap says its most active Snap Stars post nearly 140 times per day on average, and it’s that presence and openness which resonates.
Snap advises that brands looking to establish creator connections should consider this element, and look to learn what their audience responds to, and who, in order to make a more informed choice on partnerships.
There are also handy explainers in each section on how brands can put them into effect:
These are some valuable notes, which could help you formulate a more effective Snap marketing approach, incorporating key engagement strategies and trends into your outreach.
It can be a difficult platform to crack, but by taking the time to learn what works, there are opportunities to reach big, engaged audiences in the app.
You can download Snap’s latest “Snapchat Generation” report (with email sign-up) here.
