Snapchat’s 850M monthly users aren’t just scrolling – they’re snapping, sharing, shaping culture and hopefully not screenshotting. 😉 The 2024 in a Snap report shows that AR-powered play, cultural relevance and real connections drive engagement across generations. Here are our report highlights, snapped short and sweet:
🏀 Fueling Sports Fandom: Fans spent 25M+ minutes on sports content within Snapchat's Spotlight globally, with 93% of US Snapchatters saying social media gets them closer to their favorite teams.
🌟 Sh(AR)ing is C(AR)ing: From Venom to Bojangles, Snapchat AR Lenses grabbed 5x more active attention than other platforms.
💄 New Look, Who Dis? Beauty slayed with 113M Snapchatters trying on AR Lenses globally. Lipstick try-ons, as by e.l.f. Beauty, drove 16% higher playtime.
🎶 Connection Through Music: Whether it’s Brat vibes or nostalgia hits like Friday I’m in Love, 79% of US Snapchatters are passionate about music.
🍔 Snackable Snaps: Foodies turned meals into moments, checking in 896M+ times at favorites like Taco Bell and Chick-fil-A.
🎂 Growing Up With Snapchat: Snap turned 13 this year, and its audience aged up, too: over 50% of US users are now 25+. No surprise that 118M+ hours of parent content were viewed globally.
Your takeaways for 2025:
🔮 While apps like BeReal fizzled out, Snapchat keeps its spark alive by embracing messiness, creativity and fun. How can your brand stay (pop-)culturally relevant and design experiences that make people stop, snap and share?