Snapchat's Sponsored Snaps Boost Brand Awareness, Purchase Intent
Snapchat has revealed impressive results for its Sponsored Snaps feature, launched last year. These ads, inserted into chat threads to mimic organic Snaps, have shown a significant boost in brand awareness and purchase intent compared to other social platforms.
Snapchat's research, presented at Advertising Week NY 2025, showed Sponsored Snaps deliver 2.3 times higher brand awareness and 1.8 times more purchase intent than ads on other platforms. This is due in part to the ads fitting seamlessly into users' habits on the platform, with 85% of users agreeing, according to a Kantar study.
Snapchat framed Sponsored Snaps as part of a broader evolution towards active engagement ecosystems, leveraging social intimacy. The platform positioned chat as the next frontier of advertising, releasing a Measurement Playbook and best practices to guide brands.
Wendy's and Calvin Harris campaigns highlighted the effectiveness of ads that mimic friendly exchanges. Snapchat reinforced its chat-centric vision through activations, panels, and an out-of-home campaign at the event. The platform's research also revealed that 86% of U.S. social users are comfortable receiving messages from brands within apps like Snapchat and Messenger.
Snapchat's Sponsored Snaps, embedded directly into user chats, have proven successful in increasing brand awareness and purchase intent. With users open to branded chat messages and comfortable with this format, Snapchat's chat-centric vision is set to shape the future of advertising on the platform.
