Snapchat recently released its latest “Snapchat Generation” report. This comprehensive report dives deep into how users engage with the app and, importantly, what this means for brands looking to connect and promote effectively.
The 26-page document provides valuable insights based on data from Snapchat usage. It highlights what resonates with users and how they prefer to connect with each other and with companies on the platform.
Understanding the Snapchat Generation
Snapchat defines its core audience as the “Snapchat Generation.” This group primarily consists of Gen Z and Millennials. With over 900 million monthly active users globally, this community is described as highly engaged, expressive, and culturally influential.
According to Snap:
“At Snapchat, we don’t just reach the next generation, we understand them. Our audience… is one of the world’s most engaged, expressive, and influential communities. Made up of Gen Z and Millennials, the Snapchat Generation is where real relationships, self-expression, and cultural influence converge.”
The report identifies several key trends based on how this audience uses the app, reflecting their interests and behaviors.
Key Trend: The Rise of “Lo-Fi” Content
One significant trend highlighted by Snap is the preference for “lo-fi” content. This refers to content that is raw, unfiltered, and less polished.
Snap explains:
“Raw, unfiltered formats win attention. Use Organic Profiles to publish off-the-cuff content and embrace “imperfect” AR for nostalgic, low-stakes fun.”
Instead of highly produced, perfect visuals, this generation often prefers content that feels authentic and spontaneous. This trend reflects a desire for genuine connection and relatable experiences over curated perfection.
Why Lo-Fi Matters for Brands
For brands, this trend is a clear signal. It suggests that overly polished, traditional advertising might not be the most effective way to capture attention on Snapchat. Users are looking for content that feels real, personal, and part of their everyday feed.
How Brands Can Tap Into These Trends
The report offers clues for brands wanting to connect with the Snapchat Generation:
- Embrace Authenticity: Don’t be afraid to show the human side of your brand. Content doesn’t need to be Hollywood-level production.
- Use Organic Profiles: Utilize features like Organic Profiles to share spontaneous, behind-the-scenes, or less formal content.
- Experiment with “Imperfect” AR: Snapchat’s Augmented Reality (AR) lenses are popular. Instead of only creating highly polished AR experiences, consider AR that is fun, nostalgic, or even intentionally a bit quirky and less perfect.
- Focus on Real Connection: Think about content that fosters genuine interaction and self-expression, aligning with how users connect with each other.
- Keep it Low-Stakes and Fun: Snapchat is often used for playful and casual communication. Brand content that is lighthearted and doesn’t feel like a high-pressure sales pitch is likely to perform better.
Conclusion
Snapchat’s “Snapchat Generation” report reinforces the platform’s unique culture and the evolving preferences of its young audience. For brands, the key takeaway is the power of authenticity and the shift towards less polished, more relatable content. By understanding and adapting to trends like the preference for “lo-fi,” brands can build stronger connections and achieve greater success on the platform.
Leveraging Snapchat’s features in a way that feels genuine and aligned with user behavior is crucial for engaging with this influential generation.
