Why Snap’s latest strategy deserves your attention
Not too long ago, Snapchat seemed like the social media platform that couldn’t quite keep up. While others were busy riding the wave of viral trends, endless scrolls, and hyper-polished influencer content, Snap quietly focused on something different: authenticity. And now, that quiet focus is making a lot of noise.
With the launch of Snapchat’s Sponsored Snaps, Snapchat’s latest marketing strategy, the platform has taken a sharp and deliberate turn toward what really matters in modern advertising: connection over perfection. Instead of chasing every trend, Snap is building a space where brands can show up in a way that feels human, not just strategic.
Their new tools, like First Snap takeovers, creator-led Sponsored Snaps, and AI-powered Smart Campaigns, are more than features. They’re proof that Snap is finally leaning into what sets it apart: the raw, unfiltered way people talk, share, and live on the app. And in return? They’ve doubled their advertiser base in just one year.
How they did it: performance meets personality
At this year’s IAB NewFronts, Snap revealed just how far they’ve come. Their strategy wasn’t just about rolling out new ad products. It was about meeting users where they actually are: in Chat.
Yes, that part of Snapchat where most of the real, unfiltered conversations happen, the part that used to be off-limits to brands. Now, through Snapchat’s Sponsored Snaps, advertisers can slide into those Chats with content that adds value, rather than interrupting the experience. It’s a smart move. One that shows Snap isn’t just making ads; they’re creating moments.
And it’s not just about access. It’s about results. Their First Snap product, a full-screen ad sent directly to Chat feeds for one day only, has already become the platform’s highest reach product in a single day. They’ve even started testing tools like Smart Bidding, where brands set a cost-per-action target, and Snap’s system keeps delivery within that range. Efficiency meets impact.
Snapchat’s Sponsored Snaps and the power of showing up where it matters
Here’s the thing: people don’t want to be sold to all the time. They want to be seen. That’s what Sponsored Snaps do so well. Instead of being a billboard on a feed full of strangers, they become part of the conversation.
By allowing brands to send Sponsored Snaps directly from creators, Snapchat’s tapping into something deeper: trust. If you’re a marketer or entrepreneur, this should make you pause. What Snap is doing is shifting from traditional “push” marketing into something that feels more like a nudge, a friendly one, from someone you already follow.
And guess what? It’s working. Snap’s Q1 revenue hit $1.36 billion, up 14% year-over-year. More impressively, 75% of that revenue came from direct-response ads, the kind that actually get people to click, buy, sign up, or act. This isn’t fluffy branding. It’s performance that drives results.
What entrepreneurs can learn from Snapchat’s approach
If you’re running a small business or building your personal brand, you probably don’t have Snapchat’s budget. But here’s the good news: the principles behind Sponsored Snaps are accessible to anyone.
Start by showing up where your audience actually is, not where everyone else is going. That might be a community forum, a niche social channel, or even email. Next, rather than blasting your message, adapt it to the format. Make it feel like it fits.
Second, don’t believe that authenticity lacks pizzazz. Snap’s latest brand campaign, “Say it in a Snap,” boasts of unfiltered moments.
Your interpretation of that could be behind-the-scenes posts, raw photos, or casual chats with customers. It’s not always the gloss of the final edit. Occasionally, it’s the bloopers that take one’s heart.
And finally, invest in technology that allows you to maximize without exhausting your vocal chords. Snap’s Smart Budget feature, for example, will automatically shift budget to top-performing ad sets. You might not have that particular technology, but the idea holds: track what’s performing and be willing to switch up what isn’t.
You might not have that same technology, but the idea is the same: keep an eye on what’s working and don’t be afraid to shift when it’s not.
A strategy rooted in connection, not just conversion
There’s a reason Snapchat’s Sponsored Snaps have become the platform’s biggest ad innovation to date. They’re designed to feel personal. Not perfect, not polished, just real.
That shift has changed the game. It’s turned Snapchat from an underdog into a platform worth watching again. And it’s a reminder that in a world of algorithms and AI, the brands that win are still the ones that make people feel something.
You don’t need millions of users or a massive budget to do that. You just need to show up in the right place, say something worth hearing, and remember that even in marketing, human connection comes first.
Because at the end of the day, it’s not about being the loudest voice in the room. It’s about being the one people actually want to hear from. And that’s the magic behind Snapchat’s Sponsored Snaps.
FAQs
- What’s one thing I should focus on first if I’m new to digital marketing?
Start by figuring out where your audience hangs out and show up there—don’t try to be everywhere all at once. - How can I make my ads feel less like ads?
Let them sound like real people talking—ditch the salesy tone and speak like you’re sharing something useful with a friend. - Do I need fancy tools to get results from digital ads?
Nope, you just need to keep an eye on what’s working, tweak as you go, and stay real with your message.