Snap Inc. is focusing on its Chat feature at Advertising Week New York 2025, aiming to highlight how brands can engage with consumers in a more personal and authentic way. The company states that while other platforms compete for user attention through endless scrolling, Snapchat offers a space for real conversations among close friends and family.
“In partnership with MAGNA Media Trials, we explored how and why chat has become the most valuable space for brands, and the findings make it clear why a dedicated chat strategy is essential. Our research shows that people are not only comfortable connecting with friends in chat – they’re also open to hearing from brands there. In fact, 86% of social media users in the U.S. are open to getting messages from brands on apps like Snapchat, Messenger, and others – a signal that chat has become a space for meaningful engagement,” Snap said.
The company reports that 71% of Snapchat users say they have their own unique language with friends on the app, which Snap believes underscores the intimacy and authenticity of its platform. According to Snap’s research, users expect real value from brand interactions in chat environments, such as discounts or personalized recommendations.
Snap highlighted recent results from Sponsored Snaps campaigns. For example, musician Calvin Harris used Sponsored Snaps to promote his single “Blessings,” reaching 11.8 million users in the UK and resulting in a 58% increase in Spotify streams. Wendy’s also ran a campaign using Sponsored Snaps that delivered 52 million impressions in one day and led to a 54% increase in organic follower growth.
According to Kantar research cited by Snap, about 85% of Snapchatters feel that Sponsored Snaps are “relevant to me”, and “fit in with my habits on platform.” Snap claims that when users fully engage with these ads by opening them full-screen, there is significantly higher lift in brand awareness and purchase intent compared to other social platforms.
During Advertising Week New York 2025, Snap will launch an out-of-home campaign focused on Sponsored Snaps to show attendees how brands can integrate into conversations without disrupting them.
