From Lo-Fi Creative to Real-Time Storytelling, Here’s What DTC Brands Need To Know.
Snapchat’s new Generation Report (Vol. 1) takes an insider's look at how Gen Z and Millennials are shaping today’s attention economy and what that means for how brands express themselves in digital spaces.
From what we can see so far, the numbers are staggering: Snapchat now reaches 75% of 13–34-year-olds in over 25 countries, including the US, with daily conversation, creation, and discovery all trending upward.
For brands, we aren’t looking at a generic platform stat but a large, cultural shift. The next generation isn’t looking for ads; they’re looking for moments that feel authentic, like they belong in their world.
Polish is out, personality is in.
Snapchat’s data shows that ads built around unfiltered, real-time moments earn twice as much active attention as traditional creatives. Incorporating blurry clips, voice notes, and “shot-on-phone” edits feels native to how people actually communicate on their chosen platforms.
What this means for brands: Don’t overproduce and look for authenticity. First, test raw product demos, founder selfies, or behind-the-scenes packaging clips. If it looks like an ad, it’s probably not going to hit home with your consumers.
According to the report, younger audiences connect most with creators who act like peers, not spokespeople. Launching sponsored creator posts that consistently mirror daily conversation outperforms scripted placements.
What this means for brands: Shift from endless endorsements to real relationships. Take the time and partner with micro-creators who already live your lifestyle and give them creative freedom to tell their story, not just read verbatim from your script.
Snapchatters sent 880 billion+ chats in Q1 of 2025¹, and ads that appear between those conversations drive significantly higher engagement. The report found that attention peaks in quick bursts throughout the day, i.e., between classes, commutes, and scroll breaks.
What this means for brands: Plan creatives for context, not campaigns. Quick, relatable storytelling that can be inserted within these breaks consistently outperforms long-form assets.
Snapchat has introduced Sponsored Snaps, a new ad format that lets brands send Snaps directly into users’ Chat tabs (which is Snapchat’s most engaged space). According to Snap’s data, Sponsored Snaps that are opened drive 2 times higher conversions per full-screen ad view.²
What this means for brands: This format allows brands to integrate directly into daily conversations, delivering advertising that feels like part of the chat experience rather than interrupting it.
Snapchat’s Smart Campaign Solutions are driving up to 2× conversion efficiency and measurable ROAS lifts across verticals. The combination of lo-fi creativity with automated delivery is delivering enterprise-level performance to smaller brands.
What this means for brands: Pair scrappy content with intelligent optimization. Then, let automation handle targeting while your team focuses on authentic storytelling.
Snapchat reaches 75% of 13–to 34-year-olds across more than 25 countries, representing a $5 trillion global spending power. While many platforms compete for Gen Z attention, Snapchat’s combination of intimacy (chat-based communication) and creativity (camera-first content) makes it uniquely positioned for brand connection.
The Generation Report is a mirror into what modern consumers value: authenticity, humor, intimacy, and speed.
For DTC brands, this means less time polishing and more time participating. The brands winning on Snapchat aren’t shouting; they’re speaking the same visual and organic language as their customers.
We’ve pulled out the biggest insights, but the full data dive is worth a read.
👉 See Snapchat’s Generation Report (Vol. 1)
Gen Z attention comes from authenticity, not production value. The more brands act like people, the more they resonate. Snapchat’s culture of quick, real storytelling is a reminder that connection starts with honesty. Real moments create real impact.
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