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Chat as the New Advertising Space
The platform presented research results at Advertising Week that mapped user attitudes toward ads in chats. 86% of social media users in the US are open to receiving messages from brands in apps like Snapchat or Messenger.
A study by Kantar confirmed that 85% of Snapchatters consider this format relevant and naturally fitting into their platform habits. On Snapchat, 71% of users have created their own way of communicating with friends, making the platform a more personal space than the classic news feed.
First Campaigns Delivered Strong Results
Calvin Harris was the first artist to test Sponsored Snaps for his track Blessings. The campaign with the message “Calvin Harris is typing…” reached 11.8 million users in the UK and increased Spotify streams by 58%.
Source: Snapchat
Wendy’s achieved 52 million impressions in one day and recorded a 54% increase in organic followers. The brand relied on humor and a communication style that users recognize from messages with friends.
What Works in Chat Advertising
Research conducted with MAGNA Media Trials showed that users expect practical value from brands in chat above all. Discounts, personalised recommendations, and timely updates work best. Fun content can transform a regular interaction into a moment people actually remember.
Metrics confirmed the format’s effectiveness. When fully opening a Sponsored Snap, we see:
- 2.3x higher lift in unaided brand awareness
- 1.4x higher lift in ad awareness
- 1.8x higher lift in purchase intent
All values are compared to other social platforms.
Why Snapchat is Betting on Chat
The platform differentiates itself from competitors by betting on the intimacy of conversations instead of endless content scrolling. Snapchat considers chat its strongest differentiator against other social networks.
Sponsored Snaps appear between conversations but don’t disrupt the privacy of existing chats. Users can choose whether to open the ad or skip it.
The format is available to brands starting this week. Snapchat also introduced a new Measurement Playbook to help marketers measure campaign effectiveness in the chat environment.
