And if you’re looking to reach younger audiences? Snapchat is unmatched as the most effective platform for reaching Gen Z. The app reaches 90% of 13–24-year-olds in the U.S. and 75% of 13–34-year-olds in over 25 countries, according to Sprout Social. On average, users open the app nearly 40 times per day, making it an integral part of their daily routines.
Beyond usage, Snapchat also drives action: a 2024 How We Snap study showed that 64% of Gen Z (ages 13–27) report making a purchase influenced by the app, and more than half have shared an ad with friends. This combination of reach, frequency, and measurable impact positions Snapchat as an unparalleled channel for authentically engaging Gen Z at scale.
With advertisers increasingly focused on cost control, incremental reach, and media diversification, efficiency has never been more important. Snapchat delivers on all three,offering unique ad formats, access to younger, harder-to-reach audiences, and cost-effective performance that can amplify a brand’s media mix.
What Sets Snapchat Apart?
If the stats above don’t do enough to convince you Snapchat is an important part of social strategy, we’re breaking down more of what the app has to offer brands. One of Snapchat’s biggest advantages is its ad products that can’t be replicated anywhere else:
- AR Lenses and Filters: From gamified experiences to virtual try-ons, AR ads drive deeper engagement and higher recall while letting users interact directly with a brand.
- Snap Map: This feature allows users to discover businesses and events nearby, giving advertisers a powerful way to connect digital storytelling to real-world action.
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- Ads in Chat: Snap Image or Video ads that appear in Snapchatters' Chat Feeds unlock a new inventory pool that offers incremental, unduplicated reach among users who primarily use Chat, with potential for greater budget efficiency and lower CPMs.
What makes these formats particularly effective is how naturally they integrate into the user experience. Rather than feeling disruptive, they mirror the way users already engage with the platform, through camera-first, mobile-native interactions. Snapchat thrives on lightweight creative and authentic storytelling, which feels more real to younger audiences and drives stronger connection. With the platform continually evolving, Snapchat enables brands to show up where their audiences are most engaged, especially during high-traffic periods like the holidays, helping brands stand out in a crowded media landscape and capture attention when it matters most.
Incremental Reach with Younger Audiences
Snapchat’s efficiency doesn’t just come from format innovation: it comes from the audience itself. The platform reaches over 90% of 13–24-year-olds in the U.S., making it a critical tool for any brand trying to connect with Gen Z. For categories like beauty, fashion, CPG, and entertainment, where younger demographics drive cultural trends and purchasing power, Snapchat is especially powerful.
Daily Snapchatters also represent a unique pool of users not consistently active elsewhere:
- 78% aren’t on Pinterest daily
- 31% aren’t on Instagram daily
- 52% aren’t on YouTube daily
- 40% aren’t on TikTok daily
In other words, Snapchat unlocks audiences that other platforms often miss.
Driving Efficiency on Snapchat
With rising competition in paid media, advertisers are prioritizing efficiency more than ever. Snapchat has leaned into this by improving its bidding algorithm, making Auto Bid more competitive. At the same time, Target Cost and Max Bid strategies are giving advertisers more control by letting them set desired costs for specific actions, ensuring campaigns deliver at the right price points.
Creative also plays a major role in efficiency. Ads that feel native to the platform - voiceover-first, mobile-shot, UGC-style - tend to outperform high-production assets. Layering in AR or Camera ads creates interactivity without requiring significant production lift, while helping extend time spent with the brand.
In fact, brands have seen 2.4x Ad Awareness lift, 1.8x Brand Awareness lift, and 1.4x Brand Association lift if using a combination of Snap ads + AR lens. Story ads are also a great way to drive efficient reach and engagement, as you’re reaching users who are in a discovery environment and already looking to engage.
Experimenting with bidding strategies and prioritizing native content are quick wins to improve performance, especially as we head into Q4. These tactics help brands connect more naturally with Snapchatters while optimizing overall cost efficiency, making campaigns both more engaging and more impactful.
Why Snapchat Belongs in Your Media Mix
Snapchat isn’t just another social channel. It's a performance platform with unique value. Its one-of-a-kind ad formats, unmatched reach among Gen Z, and ability to deliver cost-efficient results make it one of the smartest ways to grow brand impact. For marketers aiming to drive awareness and connect with younger audiences, Snapchat deserves a bigger role in the paid media mix.