Is Snapchat still relevant?

A question I’ve been asked a lot around the turn of the year is whether Snapchat is still used as much as other social media platforms, or if it’s becoming a thing of the past. And in that context, is Snapchat advertising still worth investing time and energy in?

Let’s take a closer look today!

Snapchat, as you may recall, launched as a social media platform back in 2011 and introduced the world to a faster form of content through personal “stories.”

When Facebook acquired Instagram, this format of fast content became popular on platforms like Facebook and Instagram.

Users were then able to use the same “story” format to create short videos that disappear after 24 hours.

With TikTok emerging as one of the leading social media platforms and continuing to grow rapidly, it’s worth considering whether Snapchat can keep up with this fast-paced development.

Snapchat benefits from loyal users

However, Snapchat’s continued influence as a social media platform shouldn’t be underestimated, even though we’ve seen the rise of major players like TikTok.

In 2022, Snapchat announced it had 375 million daily active users, many of whom use the platform multiple times a day.

This means Snapchat remains one of the most used social media platforms, particularly (but not exclusively) among the 15–25 age group.

Snapchat expands with subscription option

Thanks to the platform’s ongoing support, Snapchat has recently introduced Snapchat+, a subscription offering various user benefits. With Snapchat+, users can access features such as:

• Access to a personal AI chatbot for tailored responses and interaction
• Insights into how many times followers have viewed their stories
• The ability to boost stories and gain more views

I’m convinced this new subscription model is one of many reasons why Snapchat remains just as relevant to its users as other major social platforms.

New marketing opportunities?

Beyond the subscription service, Snapchat has also embraced the new wave of Augmented Reality (AR) with their AR Spectacles. In addition, the platform is now opening up a whole new world of AR advertising.

With access to various AR tools, brands can create personalized ads with products users can interact with. This presents a unique opportunity for users to preview a product in their own environment before making a purchase.

To return to the question of whether Snapchat is dead – in my opinion, Snapchat is alive and well, and it still has plenty to offer when it comes to advertising.

If you have an app or webshop and want to reach a younger audience through creative ads, I believe it’s worth jumping in!