How to Advertise on Snapchat (And Why You Might Be Missing Out)

When it comes to sharing memories with a close-knit group of friends, Snapchat still owns the moment. While Instagram and TikTok might dominate the spotlight in terms of influencer content and viral trends, Snapchat remains a deeply personal, ephemeral, and intimate space for millions of users—especially Gen Z and younger millennials. And for brands looking to reach this elusive, high-engagement demographic? Snapchat could be the platform you're overlooking.

Who's Really Using Snapchat in 2025?

Snapchat now boasts over 400 million daily active users, with the majority under 35 years old. In fact:

48% of UK Snapchat users are 15-25 years old
The average user opens the app 20 times a day
Over 5 billion Snaps are created every single day

So if your target customer is between 13-34, Snapchat should absolutely be part of your media mix. It’s not just a messaging app—it’s a full-blown content ecosystem where users interact with friends, follow creators, explore the Discover tab, and engage with branded content natively and organically.

“Snapchat is massively underrated in the UK. Brands assume it’s niche, but it's one of the most cost-effective and creative platforms for performance and awareness. Plus, the algorithm is just as strong as Meta’s when it comes to audience targeting and delivery.”
— Alexandra M., Paid Social Media Manager, One Day Agency

The 5 Key Ways to Advertise on Snapchat

Snapchat’s ad formats are built for mobile-native storytelling. Here are the core formats available through Snap Ads Manager:

1. Snap Ads

Full-screen, vertical video or image ads that appear between Stories or other in-app content. These are skippable after a few seconds but can be up to 3 minutes long. That said, the sweet spot tends to be 3-6 seconds.

2. Product Ads

If you want to drive conversions, this is your go-to. Product Ads are shoppable formats that can display multiple SKUs and link directly to a product page.

3. Dynamic Ads

Automate your ad creation based on product catalogues and real-time behaviour. These are ideal for eCommerce brands wanting personalisation at scale.

4. Commercials

These are non-skippable, six-second video ads placed within premium Discover content. Perfect for brand storytelling and upper-funnel impact.

5. AR Lenses & Filters

Snapchat’s most creative and engaging format. Brands can design branded Lenses and Filters that users overlay on their own Snaps—great for viral reach, UGC, and local activations (especially with GeoFilters).

Advantages of Snapchat Advertising

✅ Highly Engaged Gen Z Audience
Users aren’t just scrolling—they’re interacting, creating, and messaging.

✅ Visual-First, Mobile-First Environment
Snapchat was built for short-form, vertical storytelling long before TikTok made it the norm.

✅ Creative Tools for Brands of All Sizes
From budget-friendly filters to advanced AR, even smaller brands can make a big impact.

✅ Smart Targeting Capabilities
Snapchat’s algorithm rivals Meta’s when it comes to behavioural data, lookalikes, and real-time optimisation.

✅ Great CPMs & ROAS
Advertisers often see lower costs compared to other platforms, with impressive results across awareness and conversions.

Disadvantages of Snapchat Advertising

❌ Limited Appeal Beyond 35+
If your target market is older, Snapchat may not be the best fit.

❌ Creative Needs to Be Native
Traditional ad formats often underperform. You need content that feels like a Snap, not an ad.

❌ Short Shelf Life
Ads (and organic content) disappear fast, so consistent posting and frequent updates are needed.

What Brands Are Winning on Snapchat?

Snapchat isn’t just for viral dance videos or college students—brands of all sizes are seeing huge success:

🛍️ Gymshark used Dynamic Ads to scale conversions at a lower CPA than Meta.
🥤 Pepsi Max UK leveraged AR Lenses during festival season to boost engagement.
💄 Glossier and Fenty Beauty used shoppable Product Ads to showcase new launches to Gen Z beauty lovers.
🧼 Even smaller DTC brands like Wild Deodorant have seen strong ROI using Snapchat’s Commercials and geo-targeted Filters.

Ready to Take Your Snapchat Strategy to the Next Level?

Whether you're testing the waters for the first time or looking to scale, Snapchat offers a powerful, creative playground to build your brand—especially if your audience is young, mobile, and visual.

At One Day Agency, we help brands craft Snapchat-native creative that cuts through the noise, optimises campaign structure, and drives results.

Let’s talk Snapchat. Reach out to our Paid Social team today.

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