How to use Snapchat to build authentic brand connections

Unlike other social networks, Snapchat isn’t about broadcasting highly curated campaigns. It’s about authentic, direct connections.

Users aren’t simply scrolling. They’re sharing, commenting, trying on products in augmented reality (AR) and talking about what they love. It’s like digital word-of-mouth meets immersive marketing. Your audience can experience your brand, tag it to real places and recommend it to close friends and family.

If Snapchat marketing isn’t on your radar, you’re not in the conversation.

With Gen Z and millennial buyers using Snapchat daily, it presents a huge opportunity to drive action among younger audiences.

Here’s how you turn that around.

What is Snapchat?

Snapchat is a mobile-first, visual app made for in-the-moment, personal sharing. Snapchat lets users send quick selfies, video Snaps, messages and more to close friends in real time.

But what makes Snapchat different from other social platforms? It’s not just how it works. It’s who it’s built for and why they use it.

Snapchat has firm roots in younger audiences. It reaches 90% of 13- to 24-year-olds and 75% of 13- to 34-year-olds in over 25 countries.

While its user base is predominantly Gen Z, it’s a completely different social media culture than Facebook or Instagram.

By combining genuine connections with ephemeral messaging, Snapchat has become the go-to for everyday communication among younger audiences. For many, it replaces texting. And for a growing number, it’s their default way to check in, stay in the loop and be authentic.

And that last part is key.

Unlike other social networks, Snapchat isn’t about polish or careful curation. Instead, its ephemeral design—where Snaps disappear after viewing and Stories vanish in 24 hours—encourages a different kind of interaction. Users don’t feel pressured to look perfect or build a public brand. They’re just here to connect authentically.

And that’s a core value for young users. You see this in the way Gen Z and younger millennials use Snapchat. They predominantly use the app to:

• Stay close to small, trusted friend circles
• Share silly, personal moments they wouldn’t post publicly
• Communicate in the moment, without overthinking it

This creates a kind of intimacy that you don’t see on other social networks. Rather than connecting with global groups or chasing algorithms to broaden your audience, it’s private, low-stakes and mostly free from the metrics. You’re not performing for an audience. You’re showing up as yourself—no script, no pressure, no algorithm telling you what plays best.

Think of Snapchat as a hybrid of your group text, your camera roll and your meme folder—with a few Bitmoji and Lenses thrown in.

In short, Snapchat isn’t about putting on a show. It’s about showing up. And that focus on authenticity, on being direct, unfiltered and creator-led, gives the platform its distinct personality. Whether it’s one-to-one chats, daily Stories or goofy AR filters, the goal is the same: be real, not rehearsed.

Snapchat features and terminology

New to Snapchat? You’ll soon discover that the app has its own lingo.

What does it mean to “keep a streak alive,” “check the Snap Map” or “create Bitmoji”?

This section breaks down the app’s core features and lingo—so you understand how users show up on the app.

Core creation tools

The Snapchat experience begins with your camera screen. From here, users create Snaps, try AR features and layer on fun visuals. It’s easy and quick to use, so sharing feels spontaneous, authentic and expressive.

• Snap: A photo or short video you can send to one person or a group or post to your Story.
• Lenses: Augmented reality effects you apply live to your face or surroundings, such as face swaps, animations or 3D effects.
• Filter: A static overlay you add after taking your Snap. Filters change based on time, location, weather and more. For example, you might see a “Good Morning” filter with a sunny background when you Snap before 10 a.m. or a cool-toned filter representing cold weather on a winter day.
• Geofilter: A visual overlay you can add after taking a Snap that’s tied to a specific place, event or neighborhood. For example, if you’re at a music festival or walking through Times Square, you might see a Geofilter with bold text or a custom graphic such as “Lollapalooza 2025” or “NYC Vibes.”

Sharing and communication

This is where Snapchat becomes a social animal. Sharing and communication tools let you connect through messages, Stories and streaks. These activities create close-knit interactions that feel less like a content feed and more like a conversation.

• Stories/My Story: A 24-hour reel of Snaps you share with everyone in your friends list. Use Stories to capture moments throughout your day and keep your circle in the loop about what you’re up to in real time.
• Custom Stories: This private version of Stories is invite-only. Only invited friends can view or contribute, making it ideal for events, travel groups or friend circles that want to share privately in one place.
• Chat screen: This is where one-to-one and group messaging happens. You can send text, photos, stickers, start a video call or even send a Snap directly from a Chat.
• Snapstreak: A streak starts when you and a friend send each other a Snap every day. If you keep this daily snap chain going, you’ll see the fire emoji and the number of days you’ve maintained your streak.

Your Snapchat profile and identity

Snapchat’s approach to identity is more personal than performative. Instead of highlighting followers or public stats, it provides users with tools like Bitmoji avatars and Snapcodes to express themselves and connect with friends.

It’s less about building a following and more about showing who you are and creatively expressing your personality.

• Bitmoji: Your customizable animated avatar used across your profile icon, chat threads and the Snap Map. You can dress it up, match it to your style and change it with the seasons.
• Snapcode: A unique, scannable QR-style code that makes it easy to add friends. Other users simply scan your code and tap to connect instantly.

Content discovery and exploration

While chats and Stories are the main focus, Snapchat also offers ways to explore new content, creators and locations. These tools offer ways to discover what’s trending, what’s nearby and which Snapchat influencers are worth checking out.

• Discover: A section of curated content from publishers, brands and verified creators, tailored to your interests. This feed keeps you up-to-date on the news and niche topics you follow, based on what you watch, skip or engage with.
• Spotlight: A feed of short-form, TikTok-style videos from everyday users. Anyone can submit content here for a chance to go viral, with the best content rising to the top through engagement. It’s a space for users to go viral but with a more peer-driven feel than TikTok’s influencer-heavy vibe.
• Snap Map: A live map that shows your friends’ locations (if they’ve shared them) and public Snaps from events or trending places nearby. You can use it to check in, find out what’s going on near you or tap into local trends.

Source: Snapchat

• Context Cards: Extra details that appear when you swipe up on certain Snaps. These include restaurant reviews, maps and reservation links that help you plan visits, shop or learn more without leaving the app.

Saving and monetizing content

While Snapchat revolves around disappearing messages and short-lived content, it also offers ways to save memories and support your favorite creators. These features help users save what matters and reward engaging content.

• Memories: Your personal archive for saved Snaps, Stories and photos from your camera roll. You can reshare from here or review past highlights. This feature is mainly for saving your own content, but you can save other people’s Snaps if they’re public and saving is enabled.
• Snap Tokens: In-app currency you can buy and use to send Gifts to creators, unlock premium content or access special features. Think of it as tipping, but Snapchat style.

AI and subscription features

Snapchat continues to evolve with new tools and features that add value and customization. Its AI and paid features help users get more from the app—or just add an extra layer of fun.

• My AI: A built-in chatbot you can talk to for advice, reminders or casual conversation. It exists at the top of the chat screen and acts like a personal assistant you can Snap.
• Snapchat+: A paid subscription that unlocks new features, early access to tools and custom options like Story rewatch counts, custom chat wallpapers and friend “Solar Systems.” Snapchat+ gives users more control, personalization and exclusive previews of new tools.

How to get started with Snapchat

Getting started on your Snapchat journey? This quick guide takes you from download to your first Snap in minutes.

Whether you’re figuring out how the app works to connect with friends or to market your brand, here’s how you get started:

Creating your Snapchat account

Here’s how you begin:

1. Download the Snapchat app from Google Play or the Apple App Store.
2. Sign up with your email or phone number.
3. Choose a username and set your privacy preferences.
4. Customize your personal avatar (known as a Bitmoji). Then, decide whether to create a public profile now or later.

Source: Snapchat

Adding friends and building your network

You can add friends on Snapchat in four main ways:

1. Add someone by their username.
2. Import users from your contacts by letting Snapchat access your phone’s address book.
3. Scan a Snapcode by pointing your camera at someone’s code and tapping to connect.
4. Head to “Quick Add” to find suggestions of mutual friends and trending accounts.

Tip: Turn on Snapchat notifications so you never miss a Snap or chat.

How to create and view a Snap

Once you’re up and running, open the app, and it’ll launch straight into the camera screen.

Tap to take a photo or hold the button to record a video Snap.

You can also click the image icon in the bottom right corner to add a video or photo from your phone’s photo library.

Once you’ve captured your image or video, you can add text, emojis, stickers or draw with your finger.

When you’re ready, simply tap Send to share it privately or post it to My Story or Custom Stories.

How to create Snapchat Stories

Stories stitch your Snaps together to create a daily highlight reel. By posting Stories, you stay top of mind in your friends’ stories feed.

1. Tap your profile icon.
2. Select “Create Story.”
3. Start adding multiple Snaps.

Remember, Stories are only live for 24 hours.

How to use Snapchat Lenses and Filters

You can add Lenses and Filters on the camera screen.

To use a Lens: Tap anywhere on your face (or a friend’s if using the rear camera). Scroll through the Lenses at the bottom of the screen to preview different AR effects like animations, face masks or world effects. Tap the shutter button to capture your Snap with the Lens applied.

Source: Snapchat

To add a Filter: Once you’ve taken a Snap (photo or video), swipe left or right on the screen to scroll through available Filters shown at the bottom. These might include timestamps, temperature, location tags, graphics or color tints.

Now that you’ve mastered the basics for personal use, let’s explore how you can leverage the app’s features for brand growth and marketing.

How to set up Snapchat for a business account

Before your brand can advertise or build a branded presence, you need to create a Snapchat Business Account.

This account gives you access to Snapchat Ads Manager, shows you audience insights and creates your official Public Profile.

Just note that you’ll need to access this feature in the browser, not the app.

Here’s how:

1. Go to ads.snapchat.com and log in.
2. If you don’t have an account, select “Sign Up” and begin setting up your account.
3. Enter your business name, email address and password.
4. Add key business information, like industry and location.
5. Link an existing Public Profile or create a new one.

Source: Snapchat

6. Set up billing details if you plan to run Snapchat ads.

Once you set up your business account, you can manage it directly from the Snapchat app. Just tap your Bitmoji, scroll to “Public Profile” and start posting to connect with your audience.

What’s Snapchat Business Manager?

Snapchat Business Manager acts as a central hub for managing all things brand-related on Snapchat. It’s a backend tool that lets you run campaigns, organize your assets and coordinate with your team. Consider it like Snapchat’s version of Meta Business Suite.

Source: Snapchat

Here’s what you can do inside Business Manager:

• Create and manage ad campaigns: Build Snap ads, Story Ads, AR Lenses and more.
• Define and save audiences: Set up targeting based on demographics, interests or lookalike segments.
• Control access and permissions: Add teammates and assign roles across accounts.
• Manage Public Profiles: Edit bios, highlights, saved Stories and branded content.
• Store creative assets: Keep your videos, images and AR Lens files organized.

Bear in mind that you don’t have to run paid campaigns to use Business Manager. It’s also a great tool for managing organic content, tracking multiple accounts and collaborating with your social media team.

It keeps everything centralized in one place, so you don’t have to bounce between logins and devices.

Why Snapchat still matters for brand growth

When it comes to social media marketing, Snapchat often flies under the radar. But for marketers, that’s your edge.

While Snapchat skews toward younger audiences, they’re not the only demographics on the app. In fact, 46% of social media users have a Snapchat profile.

And they’re not just viewing, they’re buying, sharing and recommending. Sixty-one percent of Gen Z early jobbers (ages 18 to 27) have purchased something they saw on Snapchat. And 70% of millennial, Gen Z and Gen X parents with kids under 18 say Snapchat influences their purchases, with 61% of them sharing ads with friends.

These stats show that peer-led influence is baked into how Snapchat works. Users aren’t simply posting content to everybody. They’re sharing relevant product experiences directly with close friends. This makes brand mentions and reactions feel personal rather than promotional. It’s more like a digital word-of-mouth exchange than a marketing campaign.

And because these interactions happen in real time within trusted circles, they can convert without a polished campaign. They feel like authentic recommendations.

On top of that, Snapchat drives action, especially for content tied to moments and places. Users can try on items with AR Lenses, discover local offers via Snap Map or swipe up on Context Cards to book, buy or visit. These options make it one of the few social media networks where location and AR drive real-time engagement, not just impressions.

This is what separates Snapchat from other social networks.

Instead of brands using well-crafted campaigns to push products, product discovery on Snapchat happens through authentic conversations. This organic engagement reduces the need for big production budgets, making it a powerful channel for creators, entrepreneurs and lean teams.

Now let’s explore how brands can turn this behavior into growth.

How brands and creators grow on Snapchat

Snapchat gives creators and brands the space to show up in a more direct way than any other social network.

Here’s how both brands and creators alike can take advantage of this new social vibe.

Post daily Stories to build trust

Snapchat Stories build connections without the polished veneer. By posting daily, you give your audience a sense of who you really are, shaping and magnifying your brand voice.

Stories might be a candid update on a project, a quick thought about an industry change or a behind-the-scenes moment with your team. These unfiltered insights feel authentic, growing trust over time.

Take @brittanyfurlan.

Source: Snapchat

She mixes comedy with raw, unpolished glimpses into daily life. One Story might be a funny sketch, and the next one is a personal rant. This balance of humor and authenticity keeps her fans engaged.

Use location and Spotlight for discoverability

Snapchat isn’t just a place for brands to connect. It also helps customers discover you. Spotlight puts your content in front of a wide audience, helping you go viral even without a huge following.

Spotlight is especially useful for small and local businesses that rely on foot traffic. Snapchatters can find you on the app through content that leads them to your store.

A local café might post a behind-the-scenes Snap of drink making to Spotlight, then tag their location so it shows up on Snap Map. They add a Context Card with their opening hours and directions, and suddenly they’re on the map—literally.

Create AR Lenses for product discovery

With branded AR Lenses, users can do more than stare at your product—they can interact with it. This immersive, shareable experience is tailor-made for conversions. Brands use Snapchat’s free Lens Studio to design custom effects that work with their products, experiences or campaigns to turn browsers into buyers.

Link AR Lenses to your Snapchat Shop to make it easy for users to try, share and buy in one flow.

Take NYX Cosmetics.

Source: Snapchat

The beauty brand creates Lenses for users to virtually try on lashes, lipsticks, makeup looks and more. Then, they simply swipe to purchase.

Share cross-channel activations

Snapchat doesn’t have to exist in a silo. Lots of brands launch campaigns on Snapchat and then extend the story to Instagram, TikTok or email.

Try giving Snapchat followers exclusive behind-the-scenes or early looks to reward their loyalty, and then release it on other platforms to reinforce your reach.

How to use Snapchat for business

Snapchat is a real-time, relationship-first platform where brands can grow by building visibility, fostering trust and driving action all in one place.

It’s not like other social networks that prioritize public performance. Instead, Snapchat thrives on private sharing, everyday moments and direct connections.

Here’s how you can make the most of it:

Build community

Snapchat’s authenticity helps brands create a deep sense of loyalty because the content feels spontaneous and personal.

There are plenty of ways to build community, including:

• Sharing behind-the-scenes Stories to humanize your brand
• Featuring staff takeovers to build trust and personality
• Starting group chats with top fans, VIP customers or beta testers
• Using polls, Q&As and replies to get honest feedback
• Celebrating your audience by replying to Snaps or sharing user-generated content (UGC)

By building community in this way, you create loyal, engaged followers who are more likely to purchase, recommend and amplify your brand.

Increase discoverability

Snapchat offers discovery tools that help brands reach nearby or like-minded users without needing to constantly adapt to changing algorithms.

To increase your discoverability, try:

• Posting public Stories that show up on the Snap Map for local reach
• Creating Spotlight videos for viral reach with like-minded users
• Designing Geofilters for events, store openings or pop-ups
• Using relevant hashtags and location tags in your Snaps
• Adding Context Cards with directions, booking links or hours to help users find you in real life
• Partnering with creators for trusted, peer-driven brand endorsements and direct access to their engaged audiences

This kind of discoverability gets you organic reach with minimal spend. It’s especially useful for small, local or niche businesses.

Drive action

Snapchatters don’t just look at content—they click, swipe and buy. This is a great opportunity to turn casual interest into real-world conversions.

Do this by:

• Adding swipe-up links to Stories (great for product launches or sales)
• Attaching Context Cards with menus, booking options or directions
• Sending Snapcodes that link to exclusive offers, filters or AR try-ons
• Creating Lenses for “try before you buy” experiences
• Linking Spotlight content to products or campaigns

How Sprout Social helps power your Snapchat strategy

It’s one thing to launch a Snapchat campaign. It’s another to know where to focus, who to connect with and what’ll actually drive momentum and lead to growth.

That’s where Sprout comes in.

Sprout’s Social Listening tool helps you surface the trends and conversations happening on social media your audience cares about before they peak. It gives you a head start on creating content for Snapchat that resonates while helping you monitor your audience’s reaction to your campaigns.

On top of this, Sprout’s Influencer Marketing solution make it easy to identify and collaborate with creators who align with your brand voice. These trusted creators help you reach new audiences organically, with endorsements that feel personal, not promotional.

To tie it all together, cross-channel planning lets you align Snapchat activity with Instagram, TikTok and other social networks in one central dashboard. This way, your message stays consistent everywhere your audience scrolls, without doubling your workload.

Ready to build a smarter, faster strategy? Learn more in our social marketing guide.