How brands can communicate through Snapchat

In June 2025, Snapchat released its latest Snapchat Generation report, presenting data, insights, and practical recommendations for brands. The report analyzes the activity of over 900 million monthly active users, the majority of whom belong to Gen Z and Millennials. The goal of the report is to highlight how these audiences interact with each other, how they engage with brands, and what types of content resonate with them on an emotional and behavioral level. The Snapchat Audience: Authenticity Over Perfection Snapchat states: “We don’t just reach the next generation — we understand them.” This is more than just a positioning statement. The platform emphasizes sincerity, self-expression, and cultural influence — core values that define user behavior within the app. Snapchat users mostly communicate with close friends and family. This creates a very different atmosphere from other social networks, where public image often dominates. In this environment, naturalness and spontaneity matter more than polish or perfection. Key Trends From the Snapchat Generation Report 1. Lo-fi as the Platform’s Visual Language One of the leading trends of 2025 is the rise of lo-fi content — raw, unfiltered formats that feel real and relatable. Polished content tends to underperform, while spontaneous and casual visuals are seen as more trustworthy. Recommendations for brands: Post “off-the-cuff,” unscripted content using organic profiles. Use AR for nostalgic, lightweight fun — not as a beautification tool. Avoid over-editing — minimalist visuals and imperfections perform better than refined design. 2. Audio as a Tool for Deeper Engagement In Q1 of 2025, Snapchat users in the U.S. sent over 2.5 billion voice notes. Audio has become a powerful tool for fast, emotional, and personal communication. What this means for brands: Experiment with audio-driven formats, such as voice notes, voiceovers, or dialogue-based content. Treat sound not as a supporting element but as a core communication layer. 3. Visual Spontaneity and Real-Time Interaction Snapchat remains a space for instant visual exchange, which fosters a sense of real-time interaction. Self-expression “in the moment” is valued more than pre-produced or heavily scheduled content. What brands should do: Deliver content that is contextual and relevant “here and now.” Focus on authenticity and real-time responsiveness. 4. Creators = Friends, Not Influencers Snapchat emphasizes that the most successful Snap Stars (top creators) post nearly 140 times per day on average. They don’t just deliver polished content — they share personal thoughts, feelings, and everyday experiences. What matters for brand partnerships: Work with creators who build trust through transparency and authenticity. Choose ambassadors based on their emotional connection with their audience, not just metrics or reach. How Brands Can Adapt to the Snapchat Generation Each section of the report includes practical suggestions for brands. The key strategic principles include: Communicate naturally. On Snapchat, a brand is a participant in the conversation — not just an ad placement. Embrace experimentation. This audience welcomes new formats and less-than-perfect styles. Invest in community, not just exposure. Long-term loyalty grows from genuine engagement. Listen to feedback. Snapchat is a reactive space. Quick adaptation is crucial for relevance. The Snapchat Generation 2025 report confirms a broader shift in digital communication. Younger audiences value authenticity, spontaneity, and simplicity. For brands, this calls for a new mindset, updated formats, and a break from outdated concepts of “high-quality” content. This is not a challenge — it’s an opportunity: to become closer to your audience, to create not just advertising campaigns, but living brand presences aligned with the real values of the Snapchat generation. This article available in Ukrainian.