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06 ottobre 2025
06 ottobre 2025

Snapchat at Advertising Week New York 2025 – Enter the Chat

This year at Advertising Week, Snap is putting our most unique space - Chat - front and center. While other platforms fight for attention in an endless scroll - as the second most preferred platform for consumers globally 1 - Snapchat is where real conversations happen between close friends and family. It’s intimate, authentic, and trusted; and now, with Sponsored Snaps, brands can join those moments in a way that feels native, not noisy. This is the new era of connection, and we’re bringing it to life at Advertising Week.

The Power of Chat

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 2 – a signal that chat has become a space for meaningful engagement. 


On Snapchat, the conversations our community is having are unlike anywhere else – they’re spontaneous, playful, and personal. 71% of Snapchatters say they have their own unique language with friends on the app 3, underscoring just how intimate and authentic our platform is. For brands, this creates new ways to show up in conversations that already feel trusted and personal. 

Our research also shows that people want real value when engaging with brands in chat. It’s not enough to just be present – your message needs to matter. Utility comes first - with discounts, personalized recommendations, and timely updates 4 topping the list, while fun, feel-good content can turn a simple interaction into a moment people actually remember. In chat, brands have a unique opportunity to be useful, entertaining, and culturally relevant all at once, showing up in a way that feels less like advertising and more like a Snapchatter.

Sponsored Snaps Results – From Conversations to Conversions

Across industries, brands are using Sponsored Snaps to reach audiences in ways that feel fresh, timely, and fun.

Calvin Harris was the first artist to tap into Sponsored Snaps to promote his single Blessings. The campaign reached 11.8 million Snapchatters in the UK and drove a 58% lift in Spotify streams. With a playful “Calvin Harris is typing…” message, the creative spread quickly beyond Snapchat across other social platforms.


According to a study from Kantar, approximately 85% of Snapchatters feel that Sponsored Snaps are "relevant to me", and "fit in with my habits on platform” 5 – proof that ads on Snapchat don’t interrupt the experience, they blend into it. Wendy’s demonstrated just how well a Sponsored Snap can resonate with its audience by staying true to the brand’s voice while mimicking the kind of Snap you might receive from a friend. In just one day, Wendy’s delivered 52 million impressions and saw a 54% spike in organic follower growth, showing the power of meeting audiences in a space where they’re not just receptive to brands, but actually open to hearing from them. 


Sponsored Snaps have proven to be one of the most effective ways for brands to join the conversation: when Snapchatters fully engage with a Sponsored Snap by opening to the full-screen ad, we see 2.3x more lift in Unaided Brand Awareness, 1.4x more lift in Ad Awareness, and 1.8x more lift in Purchase Intent than other social platforms. 6 By giving brands the power to meet people where they’re engaging regularly with friends, their messages feel personal, relevant, and immediate – making it the perfect place to spark real connection, build relevance, and drive real business outcomes.


Sponsored Snaps at Advertising Week

Snap will take over Advertising Week with a bold out-of-home campaign highlighting Sponsored Snaps, demonstrating for attendees how brands can become part of the moment – not an interruption. 

On stage, we’ll showcase how Snapchat is leading the shift from passive scrolling to active engagement. From a mainstage panel with Love Island stars Nic Vansteenberghe and Jeremiah Brown on how chat is reshaping relationships, to a Creator Stage session unpacking research-driven insights and the power of creator partnerships, we’ll demonstrate why brands need a chat strategy today. We’ll also introduce our new Measurement Playbook and join partners in dynamic discussions throughout the week, bringing Snap’s performance and cultural impact to life.

We’re not just talking about the future of advertising - we’re bringing it to life. Sponsored Snaps are here, and it’s time for brands to enter the chat.

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