How many of you remember the famous screen-licking dog filter or that iconic flower crown that so many people love to use on their videos and pictures? These quirky and rather fun effects literally became the symbol of a generation. Then, we saw those leading us into the world of augmented reality on one of the world's most beloved platforms, especially the Gen Z- Snapchat! 

As one of the most popular platforms, Snapchat has evolved greatly over the years. It is no longer a space for sharing fun selfies only. Like other social media platforms, it has become a powerhouse for businesses that are trying to reach out to younger audiences. 

The question then is: why should your brand be hopping on the Snapchat train, too? Let's look closely at the aspects that make Snapchat an ideal platform to market to younger audiences. We will also explore what Snapchat advertising is all about and how you can effectively reach your target market with some creative strategies. 

Some Snapchat Statistics for Context

According to a report by Oberlo, around 40% of the users on Snapchat belong to the age bracket of 19 to 24, while around 75% of Gen Z and millennial users engage with Snapchat actively. However, it is interesting to note that the percentage of businesses using Snapchat for advertising purposes is rather small at the moment. However, given the rapid rate at which this platform continues to grow, it is not surprising to see brands racing to leverage this platform for growing their presence and boosting their revenues. 

Although the percentage of businesses using Snapchat is small compared to other social media platforms, it is increasing rapidly. According to a report by Statista, Snapchat generated over $6.1 billion in ad revenue in 2024, and projections suggest that this figure could rise to $8.34 billion by 2027. Hence, the potential is immense for businesses that are trying to target a younger and very engaged audience.

Why Snapchat is Ideal for Marketing to Younger Audiences

If you have been trying to connect with the younger generation, particularly the elusive Gen-Z, you would know that they are always on the lookout for the next best thing. While Snapchat may not be the next best thing; it has firmly established itself as one of the most popular platforms among this demographic. 

As mentioned earlier, a huge percentage of the Gen-Z and millennial population is already on the platform using it actively, which makes it a goldmine for a brand trying to reach out to this age group. Unlike Facebook or Instagram which are used by a much diverse age range, Snapchat remains a favorite among the younger crowd. This is mainly because Snapchat is a platform built around the concept of immediacy, privacy, and spontaneity—aspects that appeal greatly to Gen-Z. 

As social media and the digital landscape in general continues to evolve, younger audiences have become more particular about the content they engage with. They prefer authenticity and creativity and want experiences that are fresh and feel personal. Snapchat allows users to create content that is real, raw, and unpolished, which makes it quite different from other platforms like Instagram, where all forms of content seem overly curated. At the same time, the demand for perfection continues to intensify. 

As the younger audience prefers to dedicate most of their time spent online on the platform of their choice—which in the majority of cases is Snapchat—it makes sense for your business to establish a presence there and be known to your target audience. 

So, if you are a brand with young consumers as your target market and not using Snapchat to market your business, you are missing out on a huge opportunity. But it is not too late! Let’s look at how you can leverage Snapchat to gain the attention of your target audience. 

What is Snapchat Advertising?

Over the years, you may have seen Snapchat evolving from a playful app for sending disappearing messages, a.k.a stories, to a more sophisticated platform, which can be ideal for advertising. It has opened up new avenues for you to connect with your audience in more dynamic and unique ways. Snapchat ads offer an interactive and immersive experience, with their different ad formats that you can use to promote your products, services, or other elements like campaigns and events. 

Here is a quick look at the different types of Snapchat ads:

Snap Ads

Snap ads are vertical videos that usually appear in between user stories or within the Discover section of Snapchat. These short but eye-catching videos run between three to ten seconds and are designed in a way that enables you to quickly grab the attention of the users.

The most attractive feature you may find of Snap Ads is the ability to include interactive elements like the Swipe Up action. It encourages users to explore further, be it by visiting a website, watching a longer video, or even making a purchase from you. 

Story Ads

With Story ads, you can run full-screen advertisements that smoothly blend into the Discover section of Snapchat. These types of ads can help you create a very immersive experience for the users. Story ads last anywhere from 3 to 180 seconds and give you the flexibility to link to a variety of external content, which could be your app, website, etc. The best part is that Story ads can appear within the daily routine of your target audience on Snapchat, which makes them feel more like a natural part of the platform.  

One of Snapchat’s most popular and unique features is the augmented reality capabilities. Users can enjoy an enhanced experience in terms of the photos and videos they see through fun filters, lenses, and effects. 

As a brand, this presents a unique opportunity for you to create branded AR filters and lenses that allow users to interact with your products or services in a playful and engaging way. Whether it is special effects or a branded lens that users can apply to their snaps, this feature enables you to develop a deeper connection with your target audience. 

Dynamic Ads

Given the importance of personalized content, Snapchat caters to this aspect via Dynamic ads. These types of ads enable you to deliver custom ads to users based on their previous interactions with your brand or app. You can sync your catalog with Snapchat Ads Manager and use the Snap Pixel for this purpose. This way your ads will feature personalized recommendations, product details, and pricing details—all tailored specifically for the target user. 

Collection Ads

If you are an ecommerce business, Collection ads can be the game changer for you! These ads enable you to present multiple products in one ad with clickable tiles that your target users can explore further at their whim. This makes it easier for them to shop directly through Snapchat, thereby improving and simplifying their overall purchasing experience. 

Commercial Ads

Do you want to run an ad that your audience cannot skip? Use Commercial ads. These are six-second, non-skippable video ads that appear within curated content. While they are shorter than other ad formats, they are highly effective at grabbing users' attention and are designed to drive brand awareness, product visibility, and engagement. 

Snapchat ads must be created under certain conditions and as per the requirements specified by the platform. These requirements are usually related to the required formats, pixels, aspect ratio, duration attachments, number of characters for brands and headings to be inserted, etc., so be sure to check out the specifications before you set out to make ads for Snapchat.

How Do Snapchat Ads Work

Snapchat’s advertising system is designed to deliver highly engaging and immersive ads that blend rather naturally into users’ content consumption habits. Ads appear in between stories or within the discover section where users expect to see desired content. This makes Snapchat ads feel less intrusive and more like a part of the overall user experience of the platform. 

Audience Targeting

Snapchat provides you with strong targeting options to help you reach your ideal audience. You can target based on demographics, interests, behaviors, location, and even the devices that users generally use. The platform also offers Lookalike audiences, which enables you to find new users who share similar traits with your existing audience. 

Ad Performance Tracking

Snapchat Ads Manager enables you to track and measure your campaign performance in real time. You can monitor metrics like impressions, swipes, clicks, and conversions. This makes it easier for you to adjust your strategy as you go.

Swipe-Up Feature

One of the key features of Snapchat that you can leverage as an advertiser is its Swipe Up option. This enables the users to take action directly from the ad. It could be visiting your website, watching a full video, or downloading an app. Overall, this interactive element can be quite powerful and effective for driving engagement.

How to Reach the Younger Audience on Snapchat More Effectively

By now, we have established that Snapchat offers you tons of opportunities to connect with younger audiences. But how do you make your brand stand out on a platform that is all about fun, immediacy, and, most important of all, creativity? 

Here are some effective strategies you can consider to reach out to the younger audiences on Snapchat:

Understanding the Culture and Mindset of Gen Z

As the predominant user base of Snapchat, it is important to understand the mindset and preferences of Gen-Z! Gen-Z is known for its humor, spontaneity, and creativity. They are the audiences that do not just want to be marketed to. They want to connect with brands that speak their language and share their values. 

If you want to effectively engage with them, you need to make content that feels real and personal to them. Avoid using overly refined, polished, or corporate messaging and instead, focus on forming an authentic connection with them through fun and relatable content. 

Leveraging Snapchat’s Playful Features

Snapchat is all about having fun with visuals and being creative! Take advantage of the AR features of the platform to create branded filters, effects, and lenses that are unique to your brand. This will not only make your brand more memorable but will also give your users an opportunity to engage with your brand in a playful and unique way. For instance, if you try to create a custom lens for a product launch or a special event, it will let your target users immerse themselves in the experience, which will be memorable and enjoyable. 

Creating Short, Attention-Grabbing Videos

Snapchat is very fast-paced, and you need to keep up. Generally, users tend to scroll quickly through content, and videos get very little attention on average. So, if you want to grab their attention, your videos need to be visually engaging and must deliver a clear message in the first few seconds of the video.

Keep your content concise and on point, but do not forget to make them fun. Snapchat users are accustomed to quick and impactful visuals, so it is advisable to avoid lengthy intros and get to the point quickly.

Using Stories to Build a Personal Connection with the Audience

Snapchat is the pioneer of the stories feature, so it makes sense to leverage this feature to the maximum. But stories are a very effective means of direct and instant communication with the audience.

Snapchat stories enable you to build a deeper and more personal connection with your audience. Use this feature to show content that does not make it to the mainstream feed. These can be product demos, behind-the-scenes content, or sneak peeks from general work life or other business aspects.

Stories are also great for running time-sensitive campaigns, flash sales, or limited-time offers. Since stories disappear after 24 hours, they can help create a sense of urgency that may encourage immediate action and engagement. 

Collaborating with Influencers

Just like any other platform, influencers hold significant sway over the younger audiences on Snapchat. You can also partner with influencers to convey your brand message to a wider audience and make your content feel more authentic and credible. 

Look for influencers who you feel will be a good fit for your brand and who can create content that will appeal to your target audience. Whether it is through sponsored stories, product reviews, or story takeovers, influencer collaborations can be a great means for expanding your reach. 

Running Contests and Sweepstakes

Snapchat users are generally fond of interactive and engaging content, and contests or giveaways are a great way to create user-generated content. You can encourage users to create snaps using your branded filters or lenses and offer rewards for the best submissions. This may not only help in boosting engagement, but will also help spread the word about your brand in an organic yet fun way. 

Offering Exclusive Discounts and Promo Codes

Another noticeable characteristic of the younger audience is that they love deals, and Snapchat is the perfect platform to share exclusive offers or flash sales. 

You can offer them discounts or promo codes through Snapchat to incentivize purchases and encourage your audience to take action instantly. You can even create special discount codes that are only available for Snapchat users. This will make them feel like they are part of an exclusive club, and they may be compelled to take action. 

Using Geofilters to Target Specific Locations 

You can create location-based filters through Snapchat’s Geofilters. This feature is particularly beneficial for businesses that have a brick-and-mortar facility. It can also be helpful if you want to promote an event. With Geofilters, you can target users within a specific area and encourage them to share their snaps via your branded filter, thereby helping you increase brand visibility and engagement. 

Final Thoughts

Snapchat has come a long way since its inception and evolved from a fun and quirky app to a powerful advertising medium. It offers you the ability to reach out effectively to a younger audience in creative and innovative ways. With its unique combination of immersive content, AR features, and interactive ad formats, Snapchat offers you great opportunities to connect with Gen-Z and even millennials. 

If you want to leverage Snapchat for effective marketing, you must focus on authenticity, creativity, and engagement. Whether you use AR filters, run contests, or collaborate with influencers, it is important to focus on creating content that appeals to your users and may encourage them to interact with your brand.

So, if your brand is looking to tap into the power of Snapchat, now is the time to start. Try out different ad formats or combinations thereof, engage with your audience, and try to build an authentic connection with the next generation of consumers that may be the key to your growth. When you have the right strategies in place, you can make Snapchat a vital element of your overall marketing efforts, drive brand awareness and engagement, and ultimately boost your sales and profitability.