Snapchat is no longer just a playground for teens sharing disappearing selfies. In 2025, it’s become one of the most innovative video marketing platforms for brands targeting younger demographics—especially Gen Z and Millennials. For CMOs and marketing executives looking to stay competitive, Snapchat is emerging as a must-have in the paid media mix.
Why the sudden shift?
Because the rules of digital engagement have changed. Privacy-first social platforms, short-form storytelling, and creator-driven content are the new norm—and Snapchat has quietly built the infrastructure to thrive in this environment. With immersive formats like AR lenses, full-screen video, and vertical storytelling, Snapchat delivers something few platforms can: authentic attention.
This article breaks down why marketing leaders are moving real budget into Snapchat video ads in 2025, the formats that perform, and how to build creative strategies that actually convert. If you’re not already testing Snapchat, you’re likely behind.
Snapchat’s transformation from a messaging app into a full-fledged advertising platform has been one of the most under-the-radar success stories in marketing. While brands once saw it as a niche tool for youth engagement, Snapchat has evolved into a high-performance channel with robust targeting, creative flexibility, and analytics that rival the biggest players in digital media.
As of 2025, Snapchat reaches over 750 million monthly active users globally—with the majority in the coveted 13–34 demographic. But beyond the user base, what’s driving serious investment is the platform’s blend of innovation and intimacy. Snapchat pioneered Stories, popularized AR filters, and doubled down on video formats that align with how younger audiences actually consume content: fast, vertical, and interactive.
It’s also earned a reputation for being a “quiet giant” in performance marketing. Thanks to its native feel and immersive ad environment, Snapchat boasts high view-through rates and strong engagement, especially in mid- and lower-funnel campaigns. Combine that with rising costs and saturation on Meta and TikTok, and it’s no surprise CMOs are re-evaluating their channel mix and carving out budget for Snapchat.
Snapchat is no longer a wildcard—it’s a strategic play for forward-thinking brands.
Snapchat understands younger generations in a way few platforms do—because it was built for them, by them, and around their habits. In a time when trust is low, attention is fragmented, and authenticity is currency, Snapchat manages to strike the right balance of privacy, creativity, and control.
For Gen Z and younger Millennials, Snapchat isn’t just another social app. It’s a private communication tool, a daily ritual, and a creative playground. Unlike platforms designed for public broadcasting, Snapchat’s user experience is intentionally intimate and ephemeral—conversations happen in real time, then disappear. That fosters a sense of trust and emotional connection that’s hard to replicate.
From a marketing perspective, this means users are more attentive, less cynical, and more likely to engage with content that feels natural in their feed. And when it comes to ads, the line between content and creative is razor-thin. Snapchat users swipe, tap, and play with ads like they do with regular content—especially when brands use humor, storytelling, or AR filters.
In 2025, brands that show up with simple, relatable, sound-on video win. The formula isn’t flashy—it’s personal, participatory, and aligned with how younger audiences navigate their digital lives.
Understanding Snapchat’s ad formats is crucial for CMOs looking to deploy an effective strategy. Unlike traditional platforms where creative sits within rigid templates, Snapchat offers a flexible suite of video formats optimized for user behavior and brand performance. Here’s what matters most in 2025:
These are full-screen vertical video ads that appear between user Stories or within Snapchat’s curated content. They support call-to-action (CTA) features like app installs, swipe-ups to web pages, or product catalogs. The sweet spot for length is still 3–5 seconds for top-of-funnel brand awareness, but longer content—up to 180 seconds—is gaining traction in mid-funnel use cases when it’s engaging and high-quality.
Story Ads allow brands to showcase a series of videos (think Instagram Highlights or TikTok playlists) in a branded tile within Snapchat’s Discover feed. These are ideal for narrative-based marketing or product showcases.
These are non-skippable video ads (up to 6 seconds) that play within curated content. They’re best used for punchy, visual storytelling with one clear message.
Snapchat pioneered AR advertising. Face and world lenses invite users to interact with your brand in a deeply immersive way—trying on sunglasses, launching gamified filters, or placing 3D products into their environment.
Great for eCommerce brands, these let you showcase a hero video with tappable product tiles below.
In 2025, the brands that succeed are the ones that tailor content to each format, respecting user experience while leveraging interactive features.
In 2025, Snapchat is not just a branding playground—it’s a performance machine when creative is done right. But “right” doesn’t mean overproduced. In fact, the best-performing Snapchat video ads tend to look and feel like organic content: vertical, fast-paced, and emotionally resonant.
Here’s what CMOs need to focus on:
The most successful videos get to the point in the first second. Bold visuals, clear messaging, and a single CTA outperform multi-layered concepts. If it doesn’t make sense on mute or doesn’t pop in the first frame, it’ll be skipped.
Unlike many platforms, Snapchat users often watch with sound. This opens up creative space for voiceovers, music cues, and interactive sound effects that deepen the impact of your message. Don’t waste it—make the sound matter.
Brands that mimic the look and feel of user-generated content consistently see higher engagement. Think front-facing camera angles, on-screen captions, and direct-to-camera narration. Influencer-style content—whether filmed in-house or with creators—is converting better than ever.
CMOs should build their Snapchat creative pipeline around rapid testing. Launch 4–6 creative variants with different hooks, CTAs, or visuals. Then double down on what performs. Snapchat’s native tools make multivariate testing fast, cheap, and measurable.
Top-of-funnel? Lead with entertainment or intrigue. Bottom-of-funnel? Hit with product benefits, testimonials, or limited offers.
Smart creative is what separates wasted spend from ROI. Snapchat rewards brands that treat content as a system, not a one-off.
Snapchat isn’t just innovating on video—it’s leading the charge in augmented reality (AR) advertising, and in 2025, that’s become a serious performance lever for marketing executives. What used to be a fun gimmick is now a measurable, high-engagement format that delivers real business results.
Why does AR matter? Because it turns passive viewers into active participants. And that interaction leads to deeper brand recall, higher conversion rates, and richer data on what consumers actually respond to.
Snapchat’s AR Lenses allow users to virtually try on products, play mini-games, or interact with branded environments using their phone’s front or rear camera. Whether it’s testing how a pair of glasses looks on your face or placing a new couch in your living room with the world lens, AR brings products into people’s lives—without ever leaving the app.
The numbers back it up:
For CMOs, AR is no longer an experimental line item. It’s a powerful tool for creating memorable moments, standing out in crowded feeds, and offering utility that translates into action.
Snapchat didn’t just invent the format—it perfected it. And brands that embrace AR now are positioning themselves as digital leaders in the eyes of younger audiences.
For CMOs, the days of relying on one polished campaign asset and hoping it works across all channels are long gone. Snapchat rewards agile, data-backed creative strategy—and in 2025, the smartest marketing leaders are treating the platform as a full-funnel engine powered by rapid testing.
Here, your goal is simple: capture attention and drive curiosity. This is where AR filters, branded lenses, and playful story ads shine. Use humor, cultural references, or user-generated content (UGC)-style videos to stop the scroll and earn a second of attention—then earn a tap.
Once someone engages with your brand, you need to shift gears. Story ads and single video ads work well here to educate users, showcase product benefits, or share quick testimonials. This is where creative testing becomes essential: test voiceover vs. text overlay, short-form vs. longer walkthroughs, and lead with value props that resonate.
Snapchat's collection ads and app install CTAs shine here. Keep it clear, visual, and urgent. Use dynamic product tiles, exclusive offers, or demo-style videos with social proof to nudge action. Performance-focused creative—especially with direct, UGC-inspired messaging—drives the highest ROAS.
Snapchat’s ad manager makes it easy to test multiple creatives, segment by audience, and iterate fast. The top-performing brands run new variants weekly, not quarterly. CMOs who build internal workflows around testing see better performance, clearer insights, and scalable wins.
Snapchat isn’t just a creative platform—it’s a testing lab for full-funnel performance marketing.
CMOs love data, but what really moves the needle? Real-world proof. In 2025, the brands winning on Snapchat aren’t just creative—they’re strategic, nimble, and relentless about testing. Let’s look at a few examples that show what’s possible when you take Snapchat seriously.
e.l.f. used Snapchat’s AR lenses to let users virtually try on new makeup products. The result? A 3x increase in product trial intent and a 20% lift in purchase consideration. Their campaign blended branded storytelling with utility—showing how AR can drive measurable results at the top and middle of the funnel.
To promote a limited-edition sneaker drop, Adidas ran a UGC-style video campaign using creator-style content. The short vertical clips featured everyday users showing off the product with native-style captions and high-energy soundtracks. The campaign generated a 5.4x return on ad spend (ROAS) for eCommerce sales and significantly outperformed their Facebook benchmarks.
To promote a new series, HBO Max used Snapchat’s story ads format to build anticipation through short episode teasers. Each video had a “Watch Now” swipe-up CTA, driving directly to the app. This full-funnel approach increased signups by 30% and lowered acquisition costs by 25% compared to other social channels.
These wins aren’t accidents—they’re the product of smart creative, intentional targeting, and full-funnel thinking. For CMOs looking to stretch budgets while boosting engagement, Snapchat is proving itself again and again.
With limited budget and rising acquisition costs across digital platforms, CMOs must choose where to place their bets. So how does Snapchat stack up in 2025 compared to other social channels?
Meta platforms still dominate in terms of reach, but they’re saturated. Ad fatigue is real, and younger audiences are tuning out. Snapchat offers less cluttered inventory, higher engagement among Gen Z, and a native content feel that sidesteps ad blindness.
TikTok is a creative powerhouse—but also increasingly competitive. It favors viral trends, while Snapchat leans into 1:1 interaction and immersive AR, which builds deeper brand affinity. Snapchat’s creative tools are more performance-tested and privacy-aligned for advertisers focused on conversion.
YouTube Shorts is great for discoverability, but lacks the same level of native ad engagement. Snapchat’s full-screen formats and AR tools create more interactive and memorable experiences.
Bottom line? Snapchat may not be the biggest, but it’s often the smartest strategic choice—especially when targeting younger consumers with measurable ROI.
Snapchat has evolved from a niche youth platform into a performance-driven, full-funnel channel that delivers where it matters: engagement, attention, and conversions. In 2025, CMOs aren’t just experimenting with Snapchat—they’re actively shifting budget toward it.
Why? Because it works.
It reaches Gen Z and Millennials with authentic, native-feeling creative. It supports a wide range of formats—from snackable videos to AR-powered try-ons—that align with today’s mobile-first behaviors. And it empowers marketing leaders to test, optimize, and scale with data-backed precision.
In a market where attention is scarce and ad costs are rising, Snapchat offers a strategic edge for brands that embrace creative agility and audience nuance. It’s not about being trendy. It’s about being effective.
If you haven’t revisited Snapchat lately, it’s time to take another look. The brands that do are finding more than just impressions—they’re finding real impact.
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