Posted by Cameron Beck Last updated 9th May 2025 reading time
In the influencer marketing space, focus often gravitates towards social media platforms like Instagram, YouTube, and TikTok. Leaving platforms like Snapchat, feeling like yesterday's news, fading into the digital background like its signature disappearing messages feature.
However, this perception overlooks a crucial reality highlighted by Snapchat's latest campaign: a celebration of the authentic, everyday moments shared by its users. This shift in focus serves as a reminder that the platform is far from obsolete, particularly when it comes to reaching the influential Gen Z demographic.
Snapchat has been quietly and consistently cultivating a deeply engaged user base. The statistics paint a compelling picture, a staggering 90% of Gen Z actively use Snapchat every single day. For brands aiming to connect with this increasingly powerful consumer audience, overlooking a platform with such massive daily engagement is no longer a viable option. Meeting consumers where they are is marketing 101, and for Gen Z, a significant portion of that digital landscape resides within Snapchat.
Snapchat's current campaign emphasises genuine, unfiltered experiences of its users, highlighting their real-life stories told on the app, which directly aligns with Gen Z's known preference for keeping it real. By showcasing the real lives of its users, Snapchat is signalling its evolution and its continued relevance as a vital platform for brands seeking meaningful engagement with the consumers who will shape the future. Ignoring this signal would be a significant missed opportunity.
