2024 in a Snap

Every day, our community of more than 850 million monthly active users ¹ come to Snapchat to express themselves, live in the moment, and connect with their close friends and family. As we wrap up another eventful year, we’re taking a moment to reflect on what Snapchatters have been up to with “2024 in a Snap.”

“2024 in a Snap” looks back on how Snapchatters engaged, created, and explored on the app this year. From sharing life’s everyday happenings to shaping global trends, these insights give a glimpse into the cultural moments and passion points that resonated most with our community.

Sports continued to transform the fan experience and bring Snapchatters together, with more than 25 million minutes spent on sports content within Spotlight globally, on average. ² Whether fans were using the platform to celebrate live moments, share reactions, or simply rally behind the athletes they love, our community took the opportunity to connect with each other and their favorite leagues, teams, sports figures, and content creators.

• 93% of Snapchatters in the US say they feel a closer connection to their favorite team or athletes because they follow them on social media ³

• NBA was among the most used “jersey try on” Lenses this year, with 800K+ Snaps created using this Lens ⁴

There's a reason Snapchat commercials, Snap Ads, and AR Lenses globally deliver over 5x more active attention when compared to other social media platforms. ⁵ From try-on Lenses to immersive brand storytelling, AR puts Snapchatters at the forefront and bridges the gap between everyday moments and innovation. In 2024, this was particularly exciting for Snapchatters when it came to Lenses featuring their favorite movies and food.

• Some of the most selected non-Sponsored Lenses in 2024 in the US include: Pink Dog, Soft Filter, Scribble World ²

• Some of the most shareable Sponsored Lenses in the US in 2024 include Venom: The Last Dance and Bojangles / Tri-Arc Food Systems, Inc. ²

• Some of the most shareable Bitmoji Lenses globally include: Applebee’s and Pepsi ²

Beauty continued to thrive on Snapchat with AR try-on making it even more fun to share new looks and routines with your closest friends. Whether they were polling the group chat on a new lip color or testing out the latest eyeliner trend, beauty Lenses drove higher engagement in the US compared to the average AR Lens. ⁶

• In 2024, nearly 113 million Snapchatters globally have experienced a Sponsored beauty Lens at least once ²

• Some of the most shareable Sponsored beauty Lenses in 2024 in the US include: Ulta Beauty and göt2b Metallic ²

• In 2024 alone, Snapchatters have viewed over 262 million hours of beauty content on Spotlight globally ²

• Lipstick try-ons drive 16% higher playtime and Eyeliner try-ons drive 14% higher playtime in the US, based on a sample of Lenses ⁷

Fashion is all about self-expression, and Snapchat makes it even easier for our community to explore their style with AR try-on Lenses, Bitmoji Fashion, and more. This year, Snapchatters loved giving their Bitmoji a makeover with the trending baggy look and had fun trying out luxury accessories without having to step foot in-store, making luxury more accessible than ever.

• The top purchasable Bitmoji fashion garments of 2024 are: Baggy Sweatpants, Baggy Skater Jorts, Baggy Camo Cargo Pants, Plush Pumpkin Slippers, Plush Cat Slippers ⁸

• Some of the most shareable Sponsored Lenses in retail luxury globally by product category include: Dior and Stone Island, Chopard - Jewelry, Cartier - Watch ²

• The most popular apparel and accessories product categories that advertisers made Sponsored Lenses for were: eyewear, clothing, hats, footwear, jewelry, and watches ²

Music on Snapchat isn’t just for entertainment – it bonds families, friends, and fans. Snapchatters donned their best “Brat” look with Charli XCX’s 360 Lens topping the charts as one of the most shared music Lenses, and, in the US, nostalgic tracks like “Friday, I’m in Love” by The Cure and recent hits like “MILLION DOLLAR BABY” by Tommy Richman were among the top tracks used for creating Snaps. 

• 79% of Snapchatters in the US are passionate about music ³

• Some of the most shareable Sponsored Lenses in the US that featured artists: Charli XCX and Katy Perry ²

• Some of the top songs used for content creation in the US are: The Cure’s “Friday I'm in Love,” Artemas’s “I like the way you kiss me,” Tommy Richman’s “MILLION DOLLAR BABY,” The Weeknd and Madonna’s “Popular”

From getting a sneak peek at their dream destination on Spotlight to taking Snaps of their journey in real-time, global exploration happens on Snapchat. In 2024 alone, Snapchatters globally viewed over 73 million hours of travel content on Spotlight, and stateside travelers shared Sponsored AR Lenses from brands like VisitScotland and Las Vegas, serving as digital travel inspiration for friends and family! ²

• Popular parks in the US are a part of: California State Parks, NYC Parks, Chicago Parks ²

• Popular theme parks in the US include: Six Flags and Cedar Fair Amusement Parks ²

• Popular hotels in the US include: Hilton, Holiday Inn Express, Hampton by Hilton, Marriott Hotels ²

Our community loves staying up to date with the latest blockbusters and trends surrounding them – in fact, 88% of Snapchatters in the US are avid moviegoers. ⁹ We also helped fuel the excitement around new movie releases and awards shows in 2024 with interactive AR Lenses from entertainment companies, as well as trailers and behind-the-scenes content helping to inspire trips to the theater. 

• Some of the most shareable Sponsored entertainment Lenses in the US in 2024 include: Venom: The Last Dance and Nickelodeon’s Kids’ Choice Awards ²

From discovering new restaurants on Snap Map to sharing fun and snackable Sponsored AR Lenses from brands like Applebee's and Bojangles / Tands, Inc., Snapchatters are foodies through and through. Snapchatters recorded over 896 million visits and over 75 million check-ins to restaurants in 2024 in the US on the app!

• Popular restaurants in the US in 2024 include: Taco Bell, Chick-fil-A, Sonic, Wendy’s ¹⁰

• The most shareable Sponsored Lenses for restaurants in the US include: Applebee’s and Bojangles / Tands, Inc. ²

We turned 13 years old this year, and in that time, we’ve evolved into a platform for multigenerational engagement. Over 50% of Snapchatters in the US are 25 years and older, ¹¹ and with Gen Z and Millennials aging up with us, they continue to use our service to foster connections with close friends and family and explore trends. We’re excited to be a part of our community’s lives across all of their milestones!

• When a Snapchatter stays with us for a full year, their annual retention rate over the next 5 years is 90% on average ¹²

• Whether you’re Gen Z or a Millennial, at least 95% of daily Snapchatters use multiple tabs on Snapchat in a single session ¹³

• In 2024, over 578 million Snapchatters globally viewed parent content for over 118 million hours. ²

It's been a big year for us and for Snapchatters worldwide. Look out for your personalized year-end recap featuring your favorite Memories on Tuesday, December 17th.

Happy Snapping and see you in 2025!