Snapchat The Platform Everyone Forgets: Why Snapchat’s Not Dead Yet

When was the last time you talked to a marketing team about Snapchat? Be honest - it probably doesn't even make your social strategy short list. And if it does, it’s usually tacked on as an afterthought, somewhere below "…do we still post to Facebook?”

Turns out, that’s a pretty big mistake.

 

Because while many marketers are laser-focused on TikTok and Instagram, Snapchat is over here throwing out absolutely staggering numbers.

And we’d all be foolish to ignore them.
Over 1 Trillion Reasons to Pay Attention

Let’s skip the build-up and jump straight to this:

● In 2024, Snapchat users took over one trillion selfies.

Let that sit with you for a second.

Snapchat selfies more than doubled what all iPhone users managed across all apps. Not AR selfies, not curated influencer content. Just everyday snaps. Quick camera-to-screen moments that hold serious connective value to younger audiences.

This isn’t a stat that just reflects Gen Z vanity (though it does that too) – it points to deep-rooted behaviour. We’re talking about habits so regular, it’s basically a form of digital communication at this point. The snap is the message.

If Snapchat had quietly slipped into obscurity, nobody would've expected numbers like this. Yet here we are - trillions of examples of user-generated content, thriving where most marketers assume users aren’t looking.

A big miss sure, but let’s course-correct.
Is It Just a Teen App? Mostly, Yes

There’s no pretending Snapchat doesn’t skew young. That’s still its core power base. And yes, there's been a growth slowdown in key markets like the U.S. and Europe, particularly as those teen users grow up and jump platforms.

But that's only half the story.

Snap’s tried (and still trying) to hang onto maturing users with a slate of AI-driven tools, experimental features, and actual attempts to make itself useful as a messaging app with personality. Think: evolving from cartoon filters to real-time AI lenses and storytelling tools that Gen Alpha literally speaks in. (Try texting one of them - you’ll quickly realise Bitmojis are still a thing).

And whether it appeals to you is beside the point. It works for the audience using it. Millions of them, every day.
Stop Thinking About Apps - Think About Behaviour

If you're still putting all your eggs in Meta and TikTok’s baskets, it's time to zoom out. Not just for diversification’s sake, but because platforms like Snapchat tap into emotional, unfiltered connections better than most places.

People on Snap aren't pushing out polished content - they’re talking. Reacting. Messaging through images. Sending moments in bite-sized, quirky, expressive form. Yes, selfies. Trillions of them. It’s messy, it's raw - and frankly, it’s kind of perfect for community-driven brands that want more than generic ads and loud short-form.

If your audience is under 30, and especially if they skew toward teens, ignoring Snap isn't being focused - it’s being short-sighted.

Bottom line: Snapchat isn’t the "next big thing" - it is the big thing that snuck past your radar. Maybe it's time to actually download the app again.

Your audience definitely already has.

Instagram Raises the Bar on Teen Safety

Instagram’s not just tightening the rules for teen safety – it’s charging ahead with tools that might just become the gold standard for every platform out there.

 

If you've been keeping an eye on the rising concerns around young users online, you'll know things are heating up globally. But Instagram is playing offence instead of defence – and this new update makes that clearer than ever.

Here’s what’s changing, what’s ahead, and what the rest of the industry better start preparing for.
Smarter, Sneakier Age Detection

Forget date of birth – Instagram’s age-detection tech has levelled up, and lying about your age just got a lot harder.

Using AI, Instagram doesn’t rely on what you say your age is, but what your activity suggests. This includes looking at who you interact with, what type of content you're scrolling through, and who’s following you. Yes, it even keeps tabs on those cringey birthday shout-outs your mates post every year. Because apparently, those help confirm your real age too.

It’s still not flawless. Mistakes will happen (Meta says they expect some), and teens who get wrongly flagged will be able to appeal. But the tech is evolving – fast – and it’s learning as it goes.

The main win - teen users will get safeguards even when they've tried to game the system. Certain features and types of account interaction will be limited unless Instagram believes a user is truly 18+.
Canadian Teens Targeted

Instagram is now bringing its strict teen protection features to users in Canada. Anyone under 16 will be automatically placed into “advanced security mode,” where certain controls kick in to limit who can message them, what content they’re recommended, and who sees their posts.

U.S. users have been under these tightened settings since late 2023, and now it’s Canada’s turn. Teens can't disable them without a parent. Tougher, yes – but definitely protective.

And as governments across the globe start pushing hard for under-18s to have extra layers of safety, this timing doesn’t feel like a coincidence.
The Global Trend Is Crystal Clear

Several countries – France, Greece, Denmark, Spain, Australia, New Zealand, Norway – are all eyeing new restrictions for young users. We're not talking voluntary measures, but actual laws.

Think: completely cutting off younger teens from accessing social apps altogether or enforcing 16+ minimum ages.

It’s no longer a matter of if stricter age rules come in, it’s how soon and who gets hit first. Meta clearly sees where the wind's blowing and is now sprinting ahead before governments can force its hand.
What This Means for the Whole Industry

As you’d expect, other platforms are watching this very closely.

TikTok, YouTube, Snapchat - all of them. They can't hide behind vague policies much longer. Why? Because eventually there will be enforceable laws in place, probably with detailed benchmarks and official age safety standards.

If you're a digital platform relying on large teen user bases (and that's pretty much all of them), your AI and protection systems can’t just “exist” – they’ll need to actually work. Which is why Instagram doubling down now gives them a big advantage, and also cranks up the pressure for everyone else.
Bottom Line

Instagram’s latest updates aren’t just another security patch. They're a calculated, forward-thinking move. Not perfect – no tool is – but a solid leap toward accountability and leadership when it comes to keeping teens safe.

This isn’t a bonus feature anymore. It’s fast becoming the standard – and others had better catch up. Fast.