SnapChat + Gen Z, ROI, Depth
Let’s be honest: the social ad space is crowded, expensive, and—for brands trying to stand out—brutal. But not all platforms are created equal. And if you’re chasing Gen Z eyeballs, high engagement, and ROI that doesn’t require a CFO’s approval, it’s time to stop sleepwalking through your Meta buys and start paying attention to Snapchat.
Yep. Snapchat.
ROI Isn’t Just a Metric—It’s a Mindset
Snapchat doesn’t just deliver good enough return on ad spend. It consistently overdelivers—especially when you combine brand campaigns with direct response. According to a multi-year study across 36 advertisers, Snapchat’s brand-focused campaigns often beat direct response in ROAS. But the magic happens when you run both at once. That combo lifts your returns even higher .
And while other platforms demand top dollar for impressions, Snapchat lets your budget breathe. Average CPMs hover around $2.95—compare that to $4.20 on Instagram and $5.12 on Facebook . Translation? You get more reach for less money.
Built for Gen Z, Built for Brands That Get It
If your audience isn’t under 30, skip this section. But if you’re after Gen Z and younger Millennials, this is your territory. Nearly half of Snapchat’s users are 18–24 . These aren’t passive scrollers—they’re creators, sharers, and heavy hitters when it comes to influence.
Snapchat’s AR Lenses and interactive ads aren’t gimmicks—they’re conversion engines. Adidas and Gucci used AR try-ons to turn playful engagement into actual sales. Wendy’s got 52 million impressions in a single day with a video campaign. And mobile app brands? They’re crushing user acquisition goals here .
If you’re in fashion, beauty, tech, entertainment, QSR, or travel—Snapchat isn’t optional. It’s essential.
How Snapchat Stacks Up (Spoiler: Pretty Damn Well)
| Platform | Key Audience | Avg. CPM | Targeting Power | Ad Formats | Brand Fit |
|---|---|---|---|---|---|
| Snapchat | 18–24 (Gen Z) | $2.95 | Basic–Moderate | AR Lenses, Filters, Fullscreen Video | Creative, youth-focused, visual |
| 25–34 (Millennials) | $4.20 | Advanced | Stories, Reels, Photo/Video | Polished lifestyle, visual brands | |
| 25–34 (Millennials) | $5.12 | Advanced | Carousel, Photo, Video | Broad reach, B2C, local focus | |
| TikTok | 18–24 (Gen Z) | $10.00 | Moderate | In-Feed, Top View, Hashtag | Viral, experimental, attention-hungry |
Snapchat may not match Facebook in targeting muscle, but the tradeoff is lower competition. You’re not bidding against 10,000 other brands to reach the same set of eyeballs. That’s oxygen for emerging and mid-size brands who actually want to stand out .
Who Should Be Advertising on Snapchat?
Not everyone. But if any of these describe your brand, you’re leaving money on the table if you’re not already testing Snapchat:
You target Gen Z or young Millennials
Your product looks good in motion, in AR, or on a smartphone screen
You want to build awareness and drive action
You’re in retail, fashion, entertainment, apps, QSR, tech, or travel
You’re down to experiment and lead with creativity
Small brands can win here, too—as long as they lean into immersive creative and know their audience. But Snapchat isn’t for the timid. It’s for the brands willing to make a little noise, break a little mold, and show up with something worth interacting with.
The Bottom Line
Snapchat’s ad platform delivers where it counts: performance, cost, engagement, and cultural relevance. If your media plan still treats Snapchat as an afterthought—or ignores it entirely—it’s time to rethink the logic.
The future belongs to brands that show up in unexpected places, in unexpected ways. Snapchat’s not just a channel—it’s a creative playground with ROI baked in.
Why play catch-up later when you can lead now?
