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.