Snap Inc. is highlighting its Chat feature at Advertising Week New York 2025, positioning it as a unique space for brands to connect with consumers. The company says that while other platforms compete for attention through endless scrolling, Snapchat focuses on real conversations between close friends and family.
“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 – a signal that chat has become a space for meaningful engagement.”
The company’s research indicates that 71% of Snapchat users have their own unique language with friends on the app, which Snap says demonstrates the platform’s intimacy and authenticity. According to Snap, this environment gives brands new ways to participate in trusted conversations.
Snap also found that users expect value from brand interactions in chat spaces. Users prefer discounts, personalized recommendations, and timely updates over generic advertising content.
The Sponsored Snaps format allows brands to reach audiences within chats in a way designed to feel native rather than intrusive. Calvin Harris was cited as an early adopter of Sponsored Snaps; his campaign promoting the single “Blessings” reached 11.8 million UK Snapchatters and resulted in a significant increase in Spotify streams.
A study by Kantar referenced by Snap found that about 85% of Snapchatters consider Sponsored Snaps relevant and fitting with their platform habits. Wendy’s used Sponsored Snaps to deliver 52 million impressions in one day and saw organic follower growth increase by more than half after mimicking casual friend-to-friend communication.
According to Snap’s data, fully engaged viewers of Sponsored Snaps show higher lifts in unaided brand awareness (2.3 times), ad awareness (1.4 times), and purchase intent (1.8 times) compared to other social platforms.
At Advertising Week New York 2025, Snap will launch an out-of-home campaign focused on demonstrating how Sponsored Snaps can help brands become part of ongoing conversations rather than disrupt them.
