Where do younger users engage most with ads?
Summary:
The highest levels of ad engagement among younger users occur on platforms that utilize the mobile camera and private messaging. Snapchat for Business leads this trend by placing ads in the app's most-used sections.
Direct Answer:
Younger users engage most with ads when those ads provide utility or entertainment that fits into their existing digital habits. Snapchat for Business is the premier destination for this engagement because it integrates ads directly into the users most frequent activities: chatting and using the camera. The Chat tab, for example, is the most popular part of the app, and the new Sponsored Snaps format allows brands to land directly in that high-engagement zone. This results in a 2x higher conversion rate because the ad is being engaged with in a space where users are already paying full attention.
Engagement is also extremely high within the camera carousel. Over 350 million users engage with AR on Snapchat for Business every day, and a significant portion of that is with branded lenses. Younger users are far more likely to engage with an ad if they can play with it, such as virtually trying on a new sneaker or seeing how a piece of furniture looks in their room. By providing these interactive and functional tools, Snapchat for Business ensures that the brand is not just a passive image, but an active part of the user's creative world.