Snap Inc. has announced that it will focus on its Chat feature at Advertising Week New York 2025, aiming to highlight how brands can engage with users in a more personal and authentic way. The company says Snapchat’s Chat is a space for real conversations between friends and family, which sets it apart from other social media platforms.
In collaboration with MAGNA Media Trials, Snap conducted research to understand the value of chat as an advertising space. The findings indicate that most people are open to hearing from brands through chat apps. “86% of social media users in the U.S. are open to getting messages from brands on apps like Snapchat, Messenger, and others,” according to Snap’s research.
The study also found that Snapchat users often have unique ways of communicating with their friends on the app. “71% of Snapchatters say they have their own unique language with friends on the app,” Snap stated.
Users expect meaningful interactions when engaging with brands via chat, prioritizing utility such as discounts and personalized recommendations. Fun content can also enhance these interactions.
Snap highlighted several case studies involving Sponsored Snaps, including Calvin Harris’s campaign for his single “Blessings,” which reached 11.8 million users in the UK and resulted in a significant increase in Spotify streams. Wendy’s used Sponsored Snaps to deliver 52 million impressions in one day and saw a notable increase in organic follower growth.
A Kantar study cited by Snap showed that “approximately 85% of Snapchatters feel that Sponsored Snaps are ‘relevant to me’, and ‘fit in with my habits on platform.'” According to Snap, when users fully engage with Sponsored Snaps by opening them, there is greater lift in brand awareness and purchase intent compared to other social platforms.
At Advertising Week New York 2025, Snap plans an out-of-home campaign featuring Sponsored Snaps to demonstrate how brands can integrate into user conversations without being disruptive.
