Observed Signal · Jan 7, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Less Likes, More Community on Snapchat
An interview with Ardawan Okhovat discusses how Snapchat emphasizes authentic engagement over public like counts, and outlines the platform's intent to foster real relationships and community. The piece notes newer features such as AI Lenses and longer videos, plus experiments with disappearing Quick Snaps and Tiny Snaps to boost interactions, while reducing social pressure. It contrasts Snapchat's approach with other platforms that highlight likes, likes being deemphasized on X and Instagram in various ways. The interview highlights the importance of building a strong creator community, with 'Super Fans' and non-curated, relatable content as key drivers of engagement. Snapchat also points to tools that support creators and brands, including Insights, the Stories Revenue Share program, and a collaboration with Microsoft Advertising to place sponsored links in My AI. The overall message: Snapchat aims to enable authentic storytelling and meaningful connections for creators and their communities.
Discusses Snapchat's AI/AR features and creator monetization; relevance to AdTech/MarTech platform evolution.
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Key Takeaways & Evidence Grounding
- Snapchat introduced AI Lenses and longer videos.
- Snapchat tests disappearing Quick Snaps and Tiny Snaps to drive interactions.
- The platform emphasizes authentic engagement over likes in interviews with Ardawan Okhovat.
- Stories Revenue Share is a new monetization program for Snapchat creators.
- Microsoft Advertising partnered with Snapchat to embed sponsored links in My AI.
Connected Companies & Entities
4 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Advertising on Snapchat: Ads & Best Practices
The article surveys Snapchat’s evolving advertising and AI toolkit, highlighting omnichannel ad formats, AR-enhanced experiences, and creator monetization. It notes 943 million monthly active users and Q3 2025 revenue of $1.51 billion, up 10% year over year, with AR Lenses used over 8 billion times per day. Key innovations include My AI, Lens Studio AI Assistant, and a plan to make Perplexity the standard AI for all users in January 2026. Lens Studio has expanded to mobile and web, and Spectacles updates introduce AR advances such as Travel Mode and Eye Connect. The platform also introduces infrastructure like Snap Cloud powered by Supabase, Realistic StyleGen, FaceGen improvements, and AI Clips for personalized Lenses. Advertising options expand with Lens+ Payouts, Camera Kit, sponsored AI Lenses, Promoted Places, and Sponsored Snaps. A DMEXCO session with Snapchat and OTTO partners illustrates funnel-wide targeting and inspiration for marketers.
Snap Exec: Much AI-Generated Content Is Just Crap
In an interview at DMEXCO 2026, Jan Müller, Senior Sales Manager for Largest Customers DACH at Snap, discussed the platform's stance on AI-generated content. Snap has stopped recommending wholly AI-generated videos in Snapchat's Spotlight feed to combat what is often referred to as 'AI slop'. Müller acknowledged that while some AI-generated content is good, much of it is low quality. He also touched on the importance of authenticity and the mix of brand and performance advertisers on the platform.
Snap Exec Urges Brands to Embrace Private Chats
In a guest commentary on Meedia, Jan Müller, Senior Sales Manager Largest Customers DACH at Snap Inc., argues that brands must shift focus from reach to relevance in private communication channels. Citing Snap's 'The Great Brand Reset' study with Mindscope, he highlights that 56% of German respondents share content with a small, specific group, and 61% prefer private interactions with brands via DMs, stories, or chatbots. He emphasizes that chats are not just for customer service but offer potential for brand engagement, especially with Gen Z. He advocates for creating content that provides practical value, using camera and AR for try-before-buy experiences, and being relevant in moments of decision-making. The commentary provides no new product launches or company announcements.
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