How Snap is quietly rewriting the rules of marketing
Snap has always been an underdog in the advertising space. While giants like Meta and Google dominate the conversation, Snap has carved its own path by leaning into the one thing it understands best: people’s habits. Instead of trying to copy what others are doing, the company has leaned into how its audience actually uses the app: to connect, to play, and to explore.
The launch of the App Power Pack is the clearest example yet of how Snap is leaning into this understanding. Rather than treating ads as static billboards, the company is making them extensions of the overall experience. Playable ads let people try out a game without leaving Snapchat, while features like Sponsored Snaps blend seamlessly into chats. These are not interruptions; they’re experiences. And that’s a huge difference.
For entrepreneurs and brands, there’s a lesson here: marketing doesn’t need to feel like a pop-up window you’re trying to close. Done right, it can feel like a natural part of the customer journey.
The numbers behind the story
Marketing strategies are often judged by metrics, cost per acquisition, installs, conversions, and reach. Snap is showing that when you innovate the way ads work, the results follow. Their internal data shows at least a 25% lift in app installs through these new tools. Sponsored Snaps alone led to an 18% bump in unique converters in a single quarter.
The App Power Pack is not just a bundle of flashy ad formats; it’s a toolkit designed to bring down acquisition costs while driving genuine engagement. That combination is rare in advertising. Normally, lower costs come at the expense of creativity, or flashy campaigns end up draining the budget. Here, Snap is proving you can have both.
Entrepreneurs watching from the outside should see this as a reminder that innovation isn’t just about having the next big idea; sometimes it’s about rethinking the experience you’re already offering.
Lessons in strategy for brands
So what can other brands learn from Snap’s marketing playbook?
- Meet people where they are: Snap’s users live inside chats, stories, and short bursts of content. The company designed ad formats that don’t fight those behaviors but fit neatly into them. If your audience is hanging out on TikTok, LinkedIn, or podcasts, then your marketing should echo the rhythms of that space.
- Make it interactive: A playable ad isn’t just an ad, it’s a test drive. Whether you’re selling a game, a service, or a product, giving people a hands-on experience can cut through skepticism and build trust.
- Think about the long game: Lowering CPAs today is valuable, but Snap is also investing in formats that build loyalty and curiosity. This isn’t about one-off clicks; it’s about making people feel connected enough to come back tomorrow.
By weaving all of this into the Power Pack, Snap is creating a model that others can borrow from.
Why entrepreneurs should pay attention
If you’re running a startup or trying to scale a brand, it’s easy to look at platforms like Snap and assume their strategies are only for big companies with big budgets. But the truth is, these lessons scale down beautifully.
For example, cleaning up your customer journey, removing friction points and making the experience seamless can be just as impactful as a flashy campaign. Snap eliminated friction by letting users try a game right inside the app. Entrepreneurs can apply the same thinking by offering free trials, instant demos, or smooth onboarding experiences.
The App Power Pack is also a reminder to keep an eye on how audiences actually behave rather than how you want them to behave. When you align your marketing strategy with your customer’s habits, marketing stops feeling like “marketing” and starts feeling like value.
The bigger picture for marketing’s future
Snap’s latest move comes at a time when the app economy is exploding. Mobile gaming alone is projected to hit $126 billion in 2025 and continue climbing. The competition for attention is fierce, and users are savvier than ever. Traditional banner ads or generic campaigns don’t hold the same weight they once did.
By focusing on interactive, native-style experiences, Snap is positioning itself as more than just another platform for ads. It’s becoming a partner for app developers and marketers who want both reach and quality. And that’s something worth paying attention to.
For brands, this is a nudge to stop relying on outdated formulas. It’s time to invest in creativity that feels human, builds trust, and lowers acquisition costs without cutting corners. The App Power Pack shows what’s possible when you think differently about advertising.
Final thoughts
Snap’s story isn’t just about launching a new set of tools. It’s about proving that marketing works best when it feels less like a sales pitch and more like an experience. Entrepreneurs and brands that take this lesson to heart will find themselves ahead of the curve.
At the end of the day, people don’t want to be marketed to; they want to be engaged, entertained, and valued. Snap figured that out, and the App Power Pack is the result. For anyone building a business in 2025 and beyond, the real takeaway is simple: the future of marketing isn’t louder; it’s smarter, more human, and deeply connected to how people actually live their digital lives.
FAQ’s
What does setting a target Cost-Per-Acquisition (tCPA) bidding really help with?
It helps brands pick a CPA goal and then lets the system automatically serve ads to likely converters, so you spend less time adjusting bids and more time seeing stable results.
How do interactive ad formats improve app installs or engagement?
By letting users try out mini-versions of apps or see richer previews (e.g. via “playables” or end-cards), users are more likely to trust the app and click through, which cuts down wasted ad spend.
Why is supporting both SKAN and non-SKAN campaigns important for advertisers?
Because privacy rules (especially on iOS) limit data, so having tools that work under both frameworks keeps you compliant while still being able to measure performance, scale, and optimize across all your users.