Snapchat has released its latest “Snapchat Generation” report, presenting insights into how users engage with the platform and what this means for brand promotion and connection.
The 26-page report draws from Snap’s data, highlighting effective strategies and trends among its more than 900 million monthly active users, primarily Gen Z and Millennials. According to Snap, this audience values authentic self-expression, real relationships, and cultural influence.
One major trend identified is the popularity of “lo-fi” content. Snap recommends brands use Organic Profiles to share casual, unpolished content and embrace imperfect augmented reality (AR) for a nostalgic, low-pressure experience. This approach aligns with Snapchat’s focus on fostering genuine connections rather than highly curated content.
Snapchat users often communicate with close friends and family, which encourages more authentic sharing. The report notes that polished, edited material tends to underperform with this group.
Audio also plays a significant role, with American users sending over 2.5 billion voice notes in the first quarter of 2025, enhancing personal connection within the app.
The report emphasizes spontaneous and visual communication as key to user engagement. Snapchat’s top creators succeed by being relatable and transparent, sharing personal thoughts and feelings. These creators average nearly 140 posts daily, building strong community connections through openness and consistency.
Snap advises brands to carefully select creators who resonate with their target audiences and to understand what type of content drives engagement for better partnership decisions.
Each section of the report includes practical tips for brands on applying these insights to their marketing strategies on Snapchat.
Though the platform can be challenging to navigate, understanding these trends offers brands valuable opportunities to connect with a large, engaged audience.
The full “Snapchat Generation” report is available for download with email registration here.