A May 2025 Triple Whale study, analyzing approximately 20,000 advertisers representing about $3 billion in ad spend across platforms, finds that Snapchat is delivering notable efficiency for scaling e-commerce brands. The research reveals that, despite being a smaller platform in terms of spend share, Snapchat achieved a 7.5% ROAS improvement, while most platforms declined. For this cohort of advertisers, Snapchat had the lowest CPA across all platforms.

“It’s critical advertisers pay close attention to efficiency in today’s ever-evolving landscape,” says Anthony DelPizzo, Director of Product Marketing from Triple Whale. “Snapchat’s 7.5% improvement makes it a standout opportunity.”

The research also shows that Average Order Values continue to climb across channels, signaling that amidst economic challenges, consumer spending remains relatively resilient.

These efficiency metrics are accompanied by Snapchat’s recently released “The Snapchat Generation” report, which provides insights into the platform’s 900 million monthly active users and reaches 75% of 13- to 34-year-olds.

Driving Force Behind the Engagement

Nearly 80% of Snapchatters say the platform is where they can be their “most authentic and real self,” the report finds. This manifests in a preference for unpolished content, with users embracing what the report calls “beauty in the blur” – grainy Snaps and glitchy filters that prioritize connection over perfect presentation.

“There’s beauty in the blur. For The Snapchat Generation, grainy Snaps and glitchy filters aren’t flaws—they’re how real connection happens,” the report states. “It’s not about presentation, it’s about being present.”

This trend toward genuine content is reflected in user behavior, with lenses featuring “blurry” in their name viewed over 3.2 billion times in 2024, according to Snap’s internal data.

Voice Communication 

Voice-based communication is experiencing significant growth on the platform. Snapchatters collectively talk for more than 1.7 billion minutes each day on average, representing a 30% increase from the previous year. Users sent over 2.5 billion voice notes in Q1 2025, representing a 650 million increase from the same period the previous year.

The report characterizes this behavior: “The Snapchat Generation is narrating, confessing, and yapping their way into deeper bonds. With voice notes and private podcast-worthy conversations… It’s not for clout, it’s for closeness.”

Real-Time Friendship Interactions

The data shows that Snapchat functions as a platform for continuous, real-time interaction between friends. Users sent over 880 billion chats in Q1 2025, and the Snap Map was opened 40 billion times during the same period.

These interactions extend to shopping behaviors, with 92% of daily Snapchatters including friends in their shopping journeys. More than half send messages or pictures via Snap when shopping, making the platform a significant channel for peer-to-peer product recommendations.

“Snapchat is where friends live life together, moment by moment,” the report explains. “Whether it’s a midday Snap, a quick vibe check before buying something, or saying I love you just because, it’s all about sharing life as it happens.”

Identity Expression and Experimentation

Snapchat users demonstrate high engagement with features that allow for identity experimentation. Users change their outfits over 100 million times monthly on average, and more than 110 million Snapchatters globally have experienced a sponsored beauty lens at least once.

“On Snapchat, identity doesn’t have to be serious to be real,” the report states. “From trying on new styles to exploring new places, it’s a space to experiment without overthinking.”

Does Frequency Matter?

Creators on Snapchat exhibit different behaviors compared to those on other platforms, with a focus on frequent posting. The platform’s most active Snap Stars posted nearly 140 times per day on average, according to the report.

Creator LaLa Milan is quoted: “I post over 75 times daily on Snapchat and probably once weekly on others. What I post on Snap is completely different from what I post on other platforms. On Snap, I post in real time and without editing.”

This appears to translate into marketing effectiveness. Sponsored Creator ads in the U.S. are reportedly 10 times more effective at increasing brand favorability compared to the average across other platforms. Additionally, 82% of U.S. Snapchat users aged 15-26 who use power bought something because of creator content.

Visual Commerce Trends

Among the brands included in the Triple Whale study, apparel advertisers maintained the highest ROAS across platforms, excelling in visual storytelling to drive conversions. Additional research from Snapchat, Publicis Media, and NRG provides further context:

• Creative storytelling continues to evolve with the integration of AI and AR, with 77% of Snapchatters agreeing that visual search helps them find apparel items faster and easier, compared to only 50% of non-Snapchatters.
• Over 80% of Snapchat users say that social media is a primary way to stay up-to-date with the latest fashion trends.

Performance Marketing Innovations

The report highlights Snap’s Smart Campaign Solutions, a suite of tools that leverage automation to drive advertiser outcomes. Early adopters of Smart Bidding products reportedly saw a 15% increase in return on ad spend and a 20% decrease in cost per purchase compared to previous bid strategies.

Case studies in the report include Headspace, which saw a 2x increase in conversion volume with 47% more efficient cost per action as an early adopter of Smart Campaign Solutions.

The report’s findings are based on a multi-source research approach that combines first-party data, survey-based insights, and behavioral analysis. Snap Inc. examined organic user interactions with features across the app, conducted custom surveys with priority audiences, and analyzed internal platform data to identify trends.

The report, released in July 2025, represents Snap’s effort to provide marketers with actionable insights into the behavior of Gen Z and Millennials on its platform.