Published: 14 April 2022
Snapchat is a key social media channel for brands that target Gen Z. Digital marketing leaders can use this research to assess how Snapchat may fit into their social media strategy, explore how AR filters can drive awareness and conversion and preview the future potential of AR.
A high share of Snapchat users are Gen Z: 41% of its audience is under 25.
However, less than half of top-performing brands in Gartner’s Social Marketing Benchmarks Digital IQ have established an official presence on Snapchat.
Top-performing brands active on the platform actively leverage AR lenses, also known as filters. Snapchat-savvy digital marketers use AR try-ons and branded minigames to drive awareness and conversions.
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Analysts:
Digital Performance Benchmarks Team
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