The Snapchat Generation Report: Where Culture Gets Real
A deep dive into how the Snapchat Generation drives culture and how brands can keep up
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At Snapchat, we don’t just reach the next generation – we understand them. Our audience of over 900 million monthly active users is one of the world’s most engaged, expressive, and influential communities. Made up of Gen Z and Millennials, the Snapchat Generation is where real relationships, self-expression, and cultural influence converge. From how they communicate to how they shop, Snapchatters are shaping the future, and we’re here to decode the insights that matter most.
Today, we’re releasing our Snapchat Generation Report, an inside look at what’s driving this generation on Snapchat, and how brands can show up authentically in their lives. Here’s what we’re seeing:
There’s beauty in the blur. For the Snapchat Generation, grainy Snaps and glitchy filters aren’t flaws – they’re how real connection happens. It’s not about presentation; it’s about being present.
Lenses with blurry' in its name were viewed over 3.2 billion times in 2024. 1 (Global)
Nearly 80% of Snapchatters say ‘Snapchat is where I can be my most authentic and real self.' 2 (Global)
Brand tip 💡 Raw, unfiltered formats win attention. Use Organic Profiles to publish off-the-cuff content and embrace “imperfect” AR for nostalgic, low-stakes fun. With over 300 million Snapchatters engaging with Snap AR on average 3 and using AR Lenses 8 billion times per day 4, these low-stakes formats drive 5x more active attention than traditional mobile feeds. 5
The Snapchat Generation is narrating, confessing, and yapping their way into deeper bonds. With voice notes and private podcast-worthy conversations – it’s not for clout, it’s for closeness.
Snapchatters collectively talk for more than 1.7 billion minutes each day on average. That’s 30% more than this time last year. (Global)
Snapchatters in the US sent over 2.5 billion voice notes in Q1 of 2025. That's more than 650 million more voice notes than a year ago. 6
Brand tip 💡 Talk like a Snapchatter. Use Sponsored Snaps and Story Ads that feel unscripted and personal, not overproduced. Communication here is casual, and brands should be, too.
Snapchat is where friends live life together, moment by moment. While other platforms are for photo dumps, Snapchat is how our community stays present in real time. Whether it’s a midday Snap, a quick pulse check before buying something, or saying “I love you” just because, it’s all about sharing life as it happens.
Snapchatters sent over 880 billion chats in Q1 of 2025. 7 (Global)
92% of daily Snapchatters include their friends in their shopping journey, and more than half send messages/pictures via Snapchat when shopping. 8 (Global)
Brand tip 💡 The ongoing daily dialogue between Snapchatters makes one thing clear: It’s the platform built for real connection and you can be part of the everyday. With high-impact Takeovers, engaging ads, and Smart Campaign Solutions that optimize performance, your brand can show up in the in-between moments when Snapchatters are most engaged — and drive real results while doing it.
On Snapchat, identity doesn’t have to be serious to be real. From trying on new styles to exploring new places, it’s a space to experiment without overthinking. Self-expression here is spontaneous, visual, and always evolving, because how you feel changes constantly.
The Snap Map was opened over 40 billion times in Q1 2025. 9 (Global)
Snapchatters are changing their outfits over 100 million times monthly, on average. 10 (US)
Over 110 million Snapchatters globally have experienced a Sponsored beauty Lens at least once. 11 (US)
Brand tip 💡 Give your audience room to explore their identities, styles, preferences, and more. Whether through AI-powered AR Lenses or Promoted Places on the Snap Map, brands can spark discovery and self-expression at scale -- and show up when it matters. While Snapchatters love to check the map to see where their friends are, the second most popular reason to go on the Snap Map is to see what's happening in their area. Promoted Places gets your brand in front of over 400 million monthly Snap Map users who are already looking for where to go next.
Snapchat creators don’t perform – they show up like real Snapchatters, sharing who they are, how they feel, and what’s on their mind. That’s why their content builds real connection with a community that supports them, engages with them, and feels more like friends than followers.
Our most active Snap Stars had nearly 140 posts per day on average. (Global) 12
Creator LaLa Milan: "I post over 75 times daily on Snapchat and probably once weekly on others. What I post on Snap is completely different from what I post on other platforms. On Snap I post in real time and without editing."
On Snapchat, Sponsored Creator Ads in the US are 10x more effective at increasing brand favorability compared to the average across other platforms. (US) 13
Brand tip 💡 Partner with creators who use the platform like real Snapchatters do. The most impactful creator content feels like it came from a friend — not an ad. Collaborate with creators through Snap Collab Studio for unscripted, unfiltered content and empower them to co-create native experiences that resonate with their community.
From lo-fi creativity to real-time connection, Snapchat is where the next generation shows up as their true selves: unfiltered, always evolving, and deeply engaged. For brands, it’s not just a place to be seen — it’s a place to build lasting relevance with a generation that shapes culture and drives trends. Download the full Snapchat Generation Insights Report HERE, and don’t forget to try our new gamified AR Lens that quizzes you on the trends, straight from the Snapchat Generation.
