The Chat-Centric Pivot at Advertising Week
At Advertising Week New York 2025, Snapchat is foregrounding a space that often feels intimate and overlooked in digital marketing: chat. As platforms chase attention in endless feeds, Snapchat positions itself as a place where real conversations happen between close friends and family. The message is clear: Sponsored Snaps can join moments in a way that feels native, not noisy, ushering in a new era of connection for brands and creators alike.
The Power of Chat: Research That Backs the Approach
In collaboration with MAGNA Media Trials, Snapchat shared fresh findings about chat as a valuable brand channel. The data reveals that people are not only comfortable exchanging messages with friends but are also open to hearing from brands in chat spaces. Specifically, 86% of U.S. social media users are receptive to messages from brands on apps like Snapchat and Messenger, underscoring chat as a meaningful engagement hub.
Snaps conversations are described by Snapchat as spontaneous, playful, and personal. A notable 71% of Snapchatters report having a unique language with friends on the app, highlighting the intimate tone users expect. For brands, this creates opportunities to participate in conversations that already feel trusted and personal—without disrupting the user experience.
When it comes to value, the research emphasizes utility. Discounts, personalized recommendations, and timely updates top the list of what users want from brand messages in chat. Entertaining and feel-good content can then convert a simple interaction into a memorable moment. In short, chat gives brands a chance to be useful, entertaining, and culturally relevant—appearing more like a fellow Snapchatter than a traditional advertiser.
Sponsored Snaps: From Conversations to Conversions
Across industries, Sponsored Snaps are proving to be a fresh, timely, and fun way for brands to engage. Calvin Harris’ campaign to promote his single Blessings demonstrated the approach’s reach and resonance, hitting 11.8 million Snapchatters in the UK and driving a 58% lift in Spotify streams. A playful “Calvin Harris is typing…” cue helped the creative spread beyond Snapchat to other platforms.
Independent research from Kantar found that about 85% of Snapchatters view Sponsored Snaps as relevant and fitting their platform habits, showing these ads blend into the user experience rather than interrupt it. Wendy’s is a case in point: by mirroring the authentic tone of a friend’s Snap, the brand achieved 52 million impressions in a single day and a 54% rise in organic follower growth.
Analytics from Snapchat indicate that engagement with Sponsored Snaps yields stronger lifts in key metrics compared to other networks: 2.3x more unaided brand awareness, 1.4x more ad awareness, and 1.8x more purchase intent when users open the full-screen ad. These numbers illustrate how Sponsored Snaps can connect with audiences where they are already actively social, making messages feel personal, relevant, and immediate.
Sponsored Snaps at Advertising Week: Live Demos and Dialogue
During Advertising Week, Snapchat is showcasing how Sponsored Snaps work in the wild with a bold out-of-home campaign that highlights their brand-friendly nature. Attendees will see live demonstrations of how brands can become part of the moment rather than interruptions. On-stage conversations feature Love Island stars discussing how chat reshapes relationships, plus a Creator Stage session that dives into research-driven insights and the power of creator partnerships.
Snap is also introducing a new Measurement Playbook to help marketers quantify success and is broadening discussions with partners about performance and cultural impact. The core takeaway is simple: the chat-first strategy is not a fringe tactic but a core capability for building relevance and driving outcomes in a crowded media landscape.
What This Means for Brands Moving Forward
For brands, the takeaway from Advertising Week is clear: the chat space offers a high-potential frontier for authentic, non-disruptive engagement. Sponsored Snaps enable brands to be useful, timely, and entertaining within a conversation that users already trust. The emphasis on value and relevance helps ensure messages land with impact rather than annoyance.
As more marketers embrace chat-first strategies, it’s essential to craft messages that feel native to the platform, align with user expectations, and deliver measurable outcomes. With new tools, playbooks, and partnerships, Snapchat is signaling a shift that could redefine how brands participate in everyday conversations—at a scale that blends utility with culture.
Conclusion: The Era of Conversation-Driven Connection
Advertising Week 2025 makes one thing unmistakable: Sponsored Snaps are no longer a novelty but a proven channel for meaningful engagement. By meeting people where they already chat with friends and family, brands can foster genuine connections, amplify relevance, and drive real business results. The chat era is here, and Snapchat is leading the way.
