In the rapidly evolving world of social media marketing, platforms like Instagram, Facebook, and Twitter often steal the spotlight. However, one app that has quietly and consistently influenced digital marketing strategies is Snapchat. Launched in 2011, Snapchat initially gained traction among younger users who valued privacy and the ephemeral nature of content. Today, with over 375 million active daily users, the platform has become a key player for marketers, especially those targeting Gen Z and millennial audiences.
Unlike other social media platforms where content lives on, Snapchat is centered around the idea of ephemeral content—posts that disappear after being viewed. This unique format has sparked creativity in the way brands and creators connect with their audience, driving engagement in a more authentic and personal manner. Snapchat’s primary appeal lies in its ability to blend visual storytelling, real-time interaction, and exclusive offers to create marketing campaigns that feel fresh, interactive, and engaging.
For businesses looking to reach a dynamic, younger demographic, Snapchat offers a unique opportunity to craft targeted, authentic marketing strategies that resonate. But, in an ever-competitive digital space, marketers need to know how to leverage Snapchat’s features to their advantage. In this op-ed, we’ll explore why Snapchat is an essential tool in the marketing world, how brands can successfully use the platform, and the strategies that can help boost engagement and conversions.
Why Snapchat Matters in 2025
Snapchat’s staying power in the social media sphere can be attributed to its unique combination of features, especially its appeal to a younger demographic. The platform’s core audience skews toward younger users, with more than 70% of Snapchat’s user base being between the ages of 13 and 34. This makes Snapchat an ideal space for brands targeting Gen Z and millennials, who are increasingly becoming key consumers in the marketplace. What’s more, the “ephemeral” nature of content—where posts are fleeting and disappear after a set time—creates an immediate sense of urgency and exclusivity, encouraging users to act quickly.
Snapchat’s popularity is also reflected in its consistent growth. While other platforms face stagnation in some areas, Snapchat has managed to sustain its user base, thanks in part to its ability to innovate. Over the years, the platform has incorporated various features such as AR lenses, Snap Maps, Discover, and Stories, each offering businesses and creators unique ways to engage with their audience.
Unlike Facebook and Instagram, which are often associated with polished, curated content, Snapchat thrives on authenticity and real-time engagement. In many ways, this gives brands a chance to interact with consumers in a more personal and genuine way. As a result, marketing on Snapchat isn’t just about selling a product or service—it’s about creating an experience that resonates with an audience who values creativity, interactivity, and exclusivity.
The Key Features of Snapchat for Marketers
To understand how to market effectively on Snapchat, it’s important to understand its features. The app is centered around short-lived, interactive content that encourages users to engage quickly and meaningfully. Let’s break down the key features that marketers can use to create compelling campaigns on Snapchat:
1. Stories
Snapchat Stories are one of the most popular features, allowing users to post images or videos that last for 24 hours. Stories can include photos, videos, text, stickers, filters, and more. Brands can use Stories to showcase products, give behind-the-scenes looks, or share exclusive deals. Stories offer a direct and informal way to connect with an audience, with each post having the potential to engage users multiple times throughout the day.
2. Snap Ads
Snap Ads are full-screen, vertical video ads that appear between Stories or in Discover feeds. With Snap Ads, brands can advertise in a native format that blends seamlessly with user-generated content. These ads are short—typically 10 seconds—and can be used for a range of purposes, from product launches to brand awareness campaigns. Interactive features like “Swipe Up” also allow users to engage directly with the ad, whether by visiting a website, making a purchase, or viewing more content.
3. Discover
The Discover page is where Snapchat partners with media companies, influencers, and brands to showcase curated content. Users can browse stories from publishers, celebrities, and brands they follow. For marketers, the Discover page is a way to reach a highly engaged audience, particularly younger users who spend a significant amount of time on the platform. Publishing content on Discover can help increase brand awareness and drive user engagement.
4. Snapchat Lenses and Filters
Snapchat pioneered the use of augmented reality (AR) with its lenses and filters, allowing users to add fun, interactive elements to their photos and videos. For marketers, branded lenses and filters are a powerful way to create memorable, interactive campaigns. Brands can design custom lenses and filters that users can apply in their own Snaps. This creates an engaging, shareable experience that can go viral, helping brands to reach a wider audience.
5. Geofilters and Geotargeting
Snapchat’s geofilters allow users to add location-based filters to their snaps. Brands can take advantage of geofilters by creating custom designs tied to specific locations, events, or promotions. For example, if a business is hosting an event, it can create a special geofilter for that event. Geotargeting ensures that only users within a certain geographic area can access the filter, making it a great tool for hyper-local marketing.
6. Sponsored Lenses and Filters
In addition to custom geofilters, Snapchat also offers sponsored lenses and filters. These branded lenses are promoted to users in specific locations, typically in conjunction with events or campaigns. Sponsored lenses are highly interactive and can drive virality, as users love sharing them with their friends. With the right strategy, sponsored lenses can boost brand visibility and increase engagement in a fun and memorable way.
Creating a Snapchat Marketing Strategy
Once marketers understand the platform’s features, the next step is developing an effective Snapchat marketing strategy. Here are some actionable steps for building a strategy that connects with Snapchat’s unique audience:
1. Know Your Audience
As mentioned earlier, Snapchat’s user base is primarily young, with 70% of users aged 13-34. Understanding this audience’s preferences, behaviors, and desires is essential. Gen Z and millennials are digital natives who are accustomed to fast-paced, visually-driven content. They value authenticity, humor, and creativity, and they prefer interactive, engaging content over traditional ads. Marketers must tailor their messaging to this demographic by focusing on fun, genuine, and creative campaigns that resonate with young people’s values.
2. Embrace Ephemeral Content
One of Snapchat’s key features is its ephemeral nature—the fact that content disappears after a short time. This creates a sense of urgency and exclusivity. Marketers should embrace this by creating “limited-time” offers, sneak peeks, or behind-the-scenes glimpses. For example, a fashion brand could offer exclusive discounts or early access to a new collection for users who view their Snapchat Story. Ephemeral content creates excitement and anticipation, driving users to take action before the content vanishes.
3. Leverage User-Generated Content (UGC)
User-generated content is powerful because it builds authenticity and trust. Brands can encourage users to create content by offering incentives like discounts, rewards, or the chance to be featured on the brand’s Snapchat account. For example, a beauty brand might ask users to share snaps of themselves using their products, creating a sense of community and boosting engagement. UGC is an effective way to build a loyal audience while also promoting your brand in an organic, engaging way.
4. Utilize Snapchat’s Creative Tools
Snapchat offers a host of creative tools, from AR filters and lenses to text overlays and drawing tools. Brands can use these tools to make their content stand out and capture users’ attention. Interactive elements such as quizzes, polls, and games can increase engagement and drive users to interact with your content. For instance, a food brand could create a custom lens that lets users “taste” their new product virtually, allowing them to share their experiences with friends.
5. Run Targeted Ads
Snapchat’s ad platform offers precise targeting options, allowing marketers to segment their audience based on demographics, interests, behaviors, and even location. With features like Snap Ads, Sponsored Lenses, and Story Ads, marketers can create personalized campaigns that speak directly to their target audience. To maximize the impact of ads, it’s important to track key performance indicators (KPIs) like view-through rates, swipe-up rates, and conversions. Snapchat’s reporting tools help brands monitor the effectiveness of their campaigns and make data-driven adjustments.
6. Partner with Influencers
Influencer marketing is another effective strategy for Snapchat. By partnering with influencers who align with your brand, you can tap into their established audiences and gain credibility. Influencers on Snapchat can share your product or service in an organic way, creating engaging content that feels authentic and relatable. Marketers should focus on finding influencers whose followers mirror their target audience for the best results.
Measuring the Success of Snapchat Marketing Campaigns
Like any other marketing platform, it’s essential to measure the success of your Snapchat campaigns. Here are some key metrics to track:
- View Count: The number of times your Story or Snap has been viewed. A higher view count indicates that your content is reaching a large audience.
- Engagement Rate: This includes actions like replies, shares, and swipe-ups. A high engagement rate shows that your audience is interacting with your content.
- Swipe-Up Rate: This metric tracks how many users swiped up on your ad, leading to a website or landing page. It’s a critical indicator of how effective your calls-to-action (CTAs) are.
- Conversions: The ultimate goal of many Snapchat campaigns is to drive conversions—whether that means product purchases, app downloads, or sign-ups. Tracking conversions helps assess the ROI of your Snapchat marketing efforts.
Snapchat may not always be the first platform that comes to mind when developing a marketing strategy, but it is an essential tool for reaching younger, more engaged audiences. With its unique combination of ephemeral content, creative tools, and interactive features, Snapchat offers marketers the chance to engage with users in a personal and authentic way.
Building a successful Snapchat marketing strategy requires creativity, understanding your audience, and leveraging the platform’s unique features to create engaging, shareable content. By embracing ephemeral content, fostering user-generated content, using targeted ads, and collaborating with influencers, brands can increase their reach, boost engagement, and ultimately drive sales.
In a digital landscape where attention is fleeting, Snapchat offers marketers a chance to create memorable, impactful experiences that stay with consumers long after the content disappears.
