Snapchat for Product Marketing: Is It Still Viable?

I don’t often hear Snapchat mentioned in social media marketing conversations these days. Sure, it’s had its heyday and platforms like Instagram with their Stories have replicated similar functionality in the past few years.

What you might not know is that Snapchat is a bit of a sleeping giant. As of late last year, it still has 443 million daily active users creating 5 billion Snaps each day. Over 63% of Gen Z also say they use Snapchat.

That said, starting on a new social media platform means you gotta commit time and energy to it. So, the first question you may ask is, “Is Snapchat viable for product marketing?”

I say the answer is yes.

In the increasingly crowded competition for attention on the “main” social media platforms like Instagram and Facebook, gaining a foothold on Snapchat is a great way to supplement your social media presence.

In this article, I’ll explore whether Snapchat deserves a place in your product marketing strategy. I’ll break down what works, what doesn’t, and how to build an organic Snapchat presence that actually drives results.

Let’s take a look at what we’ll learn:

• Why Snapchat still matters in 2025 (despite what you might have heard).
• The unique advantages Snapchat offers for product marketing.
• Strategic approaches to organic Snapchat marketing.
• Real techniques for content creation and audience building.
• Common pitfalls that sink most brand efforts on the platform.
• Best practices for maximizing your Snapchat marketing success.
• How to measure success beyond vanity metrics.

First, let me explain why you should consider marketing on Snapchat.

Why Snapchat Still Matters in 2025

Many marketers wrote Snapchat off years ago. When Instagram Stories launched in 2016, plenty of professionals predicted Snapchat’s imminent demise. Turns out, the predictions of its demise were greatly exaggerated.

The Platform That Refuses to Die

Snapchat has proven remarkably resilient. With 443 million daily active users, it remains a major player in the social media ecosystem. But raw numbers don’t tell the whole story. What makes Snapchat particularly valuable is its audience composition and engagement patterns.

The platform reaches 90% of 13-24-year-olds in major markets. If your product appeals to Gen Z or even older Gen Alpha, Snapchat offers direct access to this coveted demographic. More importantly, these users often don’t have the same presence on other platforms. 47% don’t use Instagram, and a whopping 69% don’t use TikTok. That means Snapchat might be the only channel that can reach certain segments of your target audience.

What’s truly fascinating (and often overlooked) is how these users interact with the platform. Snapchat isn’t just another feed to scroll. It’s built around personal, one-to-one or small-group communication. When users open Snapchat, they’re in a different mindset than when browsing Instagram or TikTok. They’re focused on connections, not just content consumption.

The Authenticity Advantage

This brings me to perhaps Snapchat’s greatest strength for marketers: authenticity. In an era where consumers are increasingly skeptical of polished brand messaging, Snapchat’s ephemeral, unfiltered nature offers a refreshing change of pace.

On Snapchat, the content disappears after 24 hours (or immediately after viewing direct messages). This creates a lower-stakes environment where perfection isn’t expected. Brands can show behind-the-scenes moments, quick product teasers, or day-in-the-life content without the pressure of creating portfolio-worthy posts.

I’ve seen this work particularly well for product launches. Rather than just the glossy final result, Snapchat allows you to bring customers along for the journey: the prototyping process, packaging decisions, and even occasional missteps. This level of transparency builds trust and emotional investment in your brand.

Snapchat’s lack of permanence is actually a superpower for marketers, not a limitation. While many platforms push brands toward increasingly polished, ad-like content, Snapchat rewards authenticity and experimentation. In a world of perfect Instagram grids and meticulously scripted TikToks, there’s something refreshing about a platform where you can just be real.

The Unique Advantages of Snapchat for Product Marketing

When it comes specifically to showcasing products, Snapchat offers several advantages that other platforms simply can’t match. Let’s examine what sets it apart:

Full-Screen Immersion Without Competition

Unlike the cluttered feeds of other platforms, Snapchat content commands 100% of the user’s screen. When someone views your Story or Snap, there are no competing posts, comments, or distractions. It’s just your product, filling their entire mobile screen.

This level of focus is gold for product marketers. You have your audience’s undivided attention for those precious seconds, something increasingly rare in our fragmented digital landscape.

The vertical, full-screen format also happens to be ideal for product showcases. Whether you’re demonstrating how something works or highlighting specific features, the format forces you to think about your product from a user’s perspective, not just as a pretty object.

Augmented Reality That Actually Sells

While many platforms offer AR features, Snapchat pioneered the technology and maintains a significant edge. Through Lenses (AR effects that transform the camera view), brands can create interactive product experiences that go beyond passive viewing.

This isn’t just gimmicky face filters. Smart brands are using AR for virtual product try-ons, immersive product demonstrations, and gamified experiences that drive purchase intent.

For example, beauty brands can let users virtually “try on” different shades of makeup, furniture companies can help people visualize products in their homes, and apparel brands can create virtual fitting rooms. These experiences drive engagement while reducing purchase uncertainty, a win-win for consumers and brands alike.

The Direct Line to Gen Z

If your product targets younger consumers, Snapchat’s demographic concentration is invaluable. What’s particularly noteworthy is that Snapchat reaches this audience in a more intimate context than other platforms.

I’ve observed that Snapchat generates a different quality of engagement than other platforms. Users often feel a more personal connection with the content they view on Snapchat, partly because of how the platform is structured around close connections rather than broadcast messaging.

This makes Snapchat especially powerful for products that benefit from peer influence or word-of-mouth marketing. When a user sends a Snap of your product to their friends, it carries the weight of a personal recommendation, not just a passive share.

Quality Over Quantity

This might sound counterintuitive, but the limitations Snapchat places on marketers are actually beneficial. The platform’s ephemeral nature and focus on authentic content forces brands to prioritize quality engagement over reach metrics.

Yes, your Snapchat content won’t reach as many people as a viral TikTok or a promoted Instagram post. But the engagement you do get will often be more meaningful, more akin to a conversation than a broadcast.

In a marketing landscape obsessed with scale, this might seem surprising. But I’d argue that 100 genuine connections with potential customers are worth more than 10,000 passive impressions. Snapchat excels at facilitating the former, even if it doesn’t deliver the latter in the same numbers as other platforms.

Strategic Approaches to Organic Snapchat Marketing

Now that we’ve established why Snapchat deserves consideration, let’s talk strategy. How exactly should you approach organic marketing on this platform?

Content-First vs. Community-First Approaches

There are two primary paths for brands on Snapchat: content-driven and community-driven. While not mutually exclusive, most successful Snapchat strategies emphasize one over the other.

A content-first approach focuses on creating regular, engaging Stories and Snaps that showcase your product, brand culture, or industry expertise. This works well for visually appealing products, brands with interesting behind-the-scenes content, or companies with a strong educational component.

The community-first approach, meanwhile, emphasizes direct interaction with users. This might involve responding to Snaps, creating interactive Story elements, or running engagement-focused campaigns. This strategy often works better for service-oriented businesses, community-based brands, or products with strong emotional appeal.

Both approaches can work, but the right choice depends on your resources, brand personality, and product type. Let me illustrate with a quick comparison:

• Content-First Example: A coffee roaster might post daily Stories showcasing their roasting process, sourcing trips, or brewing tips. The focus is on storytelling and education, with new content posted consistently to keep followers engaged.
• Community-First Example: A fitness apparel brand might focus on building a community of active users who share workout Snaps, participate in challenges, or send direct feedback on new products. The brand spends more time engaging with user content than creating its own.

In my experience, the most effective Snapchat strategies actually blend these approaches. Your content feeds your community, and your community shapes your content. The balance might shift depending on your stage of growth and campaign objectives, but both elements remain important.

Creating a Snapchat Content Calendar

Whatever approach you choose, consistency is critical on Snapchat. The temporary nature of the content means that you need a regular posting schedule to maintain visibility.

I recommend developing a content calendar specifically for Snapchat with these components:

• Core Content Pillars: Define 3-5 content themes that align with your brand and product. For a skincare company, these might include ingredient spotlights, skincare routines, team introductions, user transformations, and expert Q&As.
• Content Frequency: Determine how often you’ll post. Daily is ideal, but 3-4 times per week can work if you’re consistent. Remember that each “post” on Snapchat can be a multi-Snap Story, not just a single image or video.
• Special Features: Plan for recurring features or series that followers can anticipate. For example, “Tutorial Tuesdays” or “Friday Factory Tours” create predictable content rhythms that keep users coming back.
• User-Generated Content Integration: Schedule regular callouts for UGC and slots to feature the content you receive. This both reduces your content creation burden and strengthens community engagement.
• Cross-Platform Promotion: Include reminders to promote your Snapchat content on other channels where you have an established presence. This is essential for growing your Snapchat audience organically.

While your calendar provides structure, leave room for spontaneity. One of Snapchat’s greatest strengths is the ability to share authentic, in-the-moment content.

Building and Growing Your Audience Organically

Unlike platforms with algorithmic discovery features, Snapchat requires more proactive audience building. Here are strategies that work:

• Cross-Platform Promotion: Your existing social media followers are your first audience. Regularly share your Snapchat username and Snapcode on other platforms. Consider creating “Snapchat exclusive” content to incentivize followers to add you there.
• Collaborative Content: Partner with complementary brands or influencers for takeovers, shout-outs, or joint campaigns. This introduces your Snapchat presence to already-engaged audiences.
• Add-Back Strategy: When users add your account, consider adding them back (where appropriate). This creates a more personal connection and allows for direct Snap exchanges.
• Leverage Public Discovery Features: While Snapchat isn’t primarily discovery-focused, features like Snap Map and Spotlight offer opportunities to reach new users. Ensure your public content is tagged appropriately and shared with public Stories when relevant.
• Offline-to-Online Connection: Include your Snapcode on product packaging, at physical locations, or in print materials. This bridges the gap between physical product interaction and digital engagement.

The key to audience growth on Snapchat is patience and persistence. You won’t see the rapid follower increases possible on platforms like TikTok, but the connections you build will often be more valuable.

Creating Effective Snapchat Content for Products

With a strategy in place, let’s dive into the nuts and bolts of content creation. What actually works for showcasing products on Snapchat?

Stories vs. Direct Snaps: Finding Your Format

Snapchat offers two primary content formats: Stories (viewable for 24 hours) and direct Snaps (sent to specific users). Most brands focus on Stories for their main content, using direct Snaps more selectively for personalized engagement.

Stories allow you to create a narrative around your product through a sequence of photos and videos. This format works well for:

• Product demonstrations.
• Behind-the-scenes content.
• Multi-step tutorials.
• Day-in-the-life features.
• Event coverage.

Direct Snaps, meanwhile, create a more intimate, one-to-one feeling. They’re effective for:

• Responding to customer questions.
• Sharing exclusive previews with loyal customers.
• Delivering personalized thank-yous.
• Running limited-time offers for specific segments.

Don’t overlook Snapchat’s newer formats, like Spotlight (Snapchat’s answer to TikTok). Creating Spotlight-worthy content can significantly expand your reach beyond your existing followers.

Product Showcases That Actually Work

Not all product content is created equal on Snapchat. The most successful approaches I’ve seen include:

• The “Quick Tour” Technique: Rather than showing your entire product in one static shot, use a series of quick clips to highlight different features or angles. Each Snap should focus on one aspect, creating a natural flow that keeps viewers engaged through the entire Story.
• Problem-Solution Format: Structure content to address a specific pain point, then show how your product solves it. For example, a kitchen brand might show the mess of traditional cooking methods in the first Snap, followed by their streamlined solution in action.
• Day-in-the-Life Content: Show your product integrated into real-life scenarios. This helps users envision how it would fit into their own lives. Authenticity is key here, staged “lifestyle” shots that look like traditional ads won’t resonate on Snapchat.
• The Unboxing Experience: Take followers through the unboxing process from a customer’s perspective. This builds anticipation and showcases packaging, which is increasingly important in the e-commerce era.
• Comparison Content: Before-and-after sequences work particularly well on Snapchat. Whether it’s a physical transformation, efficiency improvement, or problem resolution, the sequential nature of Stories makes these comparisons especially effective.

The most successful product content on Snapchat does more than just show the item; it tells a story about what the product enables or how it improves life in some way.

Using Snapchat’s Interactive Features

Snapchat offers various tools to make your content more engaging. For product marketing, these are particularly valuable:

• Polls and Questions: Add polls to gauge opinion on product features or variations. This not only increases engagement but also provides valuable market feedback. Similarly, question stickers can invite specific product questions that you can answer in follow-up Stories.
• Swipe-Up Links: For accounts with this feature, adding direct links to product pages creates a frictionless path to purchase. Always include a clear call-to-action like “Swipe up to shop” with these links.
• AR Lenses and Filters: Custom AR experiences let users interact with your product virtually. While creating custom Lenses requires resources, the engagement they generate often justifies the investment.
• Stickers and Text: Use stickers and text overlays to highlight key product features, prices, or availability information. These visual cues draw attention to the most important details.
• Music and Sounds: Adding trending sounds to product demonstrations can significantly increase engagement and make technical information more approachable and entertaining.

These interactive elements transform passive viewing into active engagement, which is a crucial distinction on a platform built for interaction rather than broadcasting.

Common Mistakes and How to Avoid Them

For every brand succeeding on Snapchat, I’ve seen two more struggling for relevance. Let’s look at the most common pitfalls and how to navigate around them to up your chances of success:

The Polished Content Problem

The number one mistake brands make on Snapchat is treating it like Instagram. They create highly produced, perfect-looking content that feels out of place on a platform built for authenticity.

This doesn’t mean your Snapchat content should look unprofessional. It should feel genuine and in the moment. Lighting and sound quality matter, but rigid scripts and flawless staging often backfire.

Embrace a more casual approach. Show products being used in real environments. Include team members talking naturally about features they love. Allow for minor imperfections that make the content feel authentic.

Inconsistent Posting Patterns

Many brands start strong on Snapchat then gradually post less frequently until they abandon the platform entirely. This inconsistency prevents building momentum with followers.

Remember that Snapchat content disappears after 24 hours. If you don’t post for a week, you effectively disappear from the platform for that time. Unlike other networks where old content remains visible, Snapchat requires consistent activity to maintain presence.

Start with a posting frequency you can realistically maintain. It’s better to consistently post twice weekly than to attempt daily content and burn out after a month. Use content calendars and batching to stay on track.

Ignoring Platform Culture

Snapchat has its own distinct culture and user expectations. Brands that fail to adapt their voice and content style to match these norms often struggle to gain traction.

Each social platform has its own “language,” and Snapchat’s is particularly unique. Content that ignores this cultural context often feels tone-deaf or intrusive.

Spend time as a user before becoming a creator. Observe how people communicate on Snapchat. Note the casual tone, playful elements, and storytelling approaches that resonate. Adapt your brand voice to fit this environment while remaining true to your core identity.

The Broadcast Mentality

Treating Snapchat as a one-way broadcast channel rather than an interactive platform is a major missed opportunity. Many brands post content but never engage with responses or encourage two-way communication.

This approach neglects one of Snapchat’s greatest strengths: the ability to create personal connections at scale. When users feel their engagement goes unnoticed, they quickly lose interest.

Allocate time for engagement, not just content creation. Respond to Story replies, acknowledge user-generated content, and create opportunities for followers to participate through questions, challenges, or submission requests.

Metrics Myopia

Many marketers give up on Snapchat because they’re looking at the wrong metrics or expecting instant results. Snapchat’s value isn’t always captured in traditional social media KPIs.

For example, a brand might be disappointed by lower view counts compared to Instagram without recognizing that those views represent more focused attention and engagement.

Develop Snapchat-specific metrics that align with the platform’s strengths. Focus on completion rates, screenshot counts, reply engagement, and direct message interactions rather than raw reach numbers. Give campaigns sufficient time to build momentum before evaluating their success.

Best Practices for Snapchat Marketing

You know the don’ts, now it’s time to learn the dos. Here are some tips and best practices to help you succeed on Snapchat:

Consistency and Authenticity First

Consistent posting is the foundation of Snapchat success. Unlike platforms with algorithmic feeds, Snapchat requires regular content to maintain visibility with your audience.

But consistency alone isn’t enough because authenticity is equally crucial. Snapchat users are particularly attuned to content that feels forced or overly promotional.

Create a sustainable posting schedule that your team can realistically maintain. Whether it’s daily, three times weekly, or any other cadence, stick to it. Complement this consistency with genuine content that shows the human side of your brand. Let team personalities shine through, show candid behind-the-scenes moments, and prioritize real connection over polished marketing.

Embrace Interactive Storytelling

The most successful brands on Snapchat don’t just broadcast, they tell interactive stories that invite participation.

Rather than isolated posts, think in terms of narrative arcs that unfold across multiple Snaps. Consider how each piece of content connects to the next and creates a compelling journey for viewers.

Structure your Stories with clear beginnings, middles, and ends. Start with a hook that piques curiosity, develop the narrative with product details or demonstrations, and end with a clear call-to-action. Throughout this sequence, incorporate interactive elements like polls, questions, or invitations for user submissions. This storytelling approach keeps viewers engaged through the entire sequence and encourages them to return for future content.

Utilize Snapchat’s Unique Features

Snapchat offers several platform-specific tools that can significantly enhance your product marketing efforts when used strategically.

From AR Lenses to interactive stickers, these features provide opportunities for engagement that aren’t available elsewhere, or at least not in the same form.

Make regular use of Snapchat’s native features rather than treating it as a generic content platform. Incorporate polls to gather quick feedback on product features, use Snap Map to highlight regional availability, apply playful filters to product demonstrations, or create custom AR experiences for virtual try-ons. The brands that stand out on Snapchat are those that fully embrace what makes the platform unique.

Build Two-Way Relationships

The most valuable aspect of Snapchat for product marketers is the opportunity to create genuine connections with customers. This requires moving beyond broadcast-style messaging to truly engage in conversation.

Dedicate time for community management on Snapchat. Respond promptly to direct messages and Story replies. When appropriate, create personalized Snaps for highly engaged followers. Consider implementing “open Q&A” sessions where you answer product questions in real time or challenge followers to share their own content related to your products. This two-way engagement transforms casual viewers into community members.

Integrate With Your Broader Marketing Ecosystem

While Snapchat has unique characteristics, it shouldn’t exist in isolation from your other marketing channels. The most effective Snapchat strategies connect seamlessly with broader campaigns and initiatives.

Use Snapchat as part of an integrated approach rather than a standalone channel. Cross-promote your Snapchat presence on other platforms to drive followers. Share exclusive Snapchat content that complements campaigns running elsewhere. Use consistent messaging while adapting the format to suit Snapchat’s style. Consider how Snapchat can serve specific functions within the customer journey, perhaps as an awareness builder, a product education tool, or a community engagement channel.

Measuring Success Beyond Vanity Metrics

Speaking of metrics, how should you actually track success on Snapchat? Let’s explore meaningful measurement approaches:

Snapchat Insights: What Really Matters

Snapchat provides analytics for business accounts through its Insights tool. While not as robust as some platforms’ analytics, it offers valuable data points:

• Story Views: The number of unique users who viewed your Story. This is your base reach metric.
• Story View Time: How long users spent viewing your content. This indicates engagement quality better than simple view counts.
• Completion Rate: The percentage of users who watched your entire Story from beginning to end. High completion rates suggest compelling content.
• Screenshots: When users screenshot your content, it’s a strong indicator of interest or intent to share. It’s particularly valuable for product marketing.
• Reply Count: The number of direct responses to your Story. This measures active engagement rather than passive viewing.

Beyond these platform metrics, consider tracking:

• Swipe-Up Actions: If you have access to swipe-up links, track click-through rates to determine how effectively your content drives traffic to product pages.
• Promo Code Usage: Snapchat-exclusive discount codes or offer redemptions provide direct attribution data for sales impact.
• User-Generated Content Volume: The amount of content users create featuring your products after Snapchat campaigns.

The most meaningful measurement approach combines these platform metrics with your broader business objectives. A Snapchat campaign might not drive immediate sales but could significantly influence brand perception or product awareness.

Integrating Snapchat Into Your Overall Analytics

To truly understand Snapchat’s impact, integrate its metrics with your broader marketing analytics. Here’s how:

1. Create Snapchat-specific UTM parameters for any links you share to track traffic and conversions from the platform.
2. Survey new customers about where they first encountered your brand or what influenced their purchase decision.
3. Compare engagement patterns across platforms to identify where Snapchat fits in your customers’ social media journey.
4. Monitor brand mention increases during Snapchat campaigns to gauge broader awareness impact.

This holistic approach provides a more accurate picture of Snapchat’s contribution to your marketing objectives.

Key Takeaways

Snapchat might not be right for all brands. If you primarily target younger people and have visually appealing products, you’ll get a lot of mileage from Snapchat. But if your demographic skews older and your brand voice is more formal, you may find more success on other platforms.

The most successful brands on Snapchat view it not as a standalone channel but as part of an integrated social strategy. They make the most of Snapchat’s unique strengths like authenticity, community, and immersive formats while recognizing its limitations.

My controversial take? Snapchat might be the most undervalued platform in product marketing today. While marketers chase the latest TikTok trends or Instagram features, Snapchat offers a less competitive space with deeply engaged users. For brands willing to invest in understanding the platform and creating appropriate content, the opportunity is significant.

Let’s recap what we’ve learned:

• Snapchat maintains a large, engaged user base with a particular concentration among younger demographics.
• The platform’s emphasis on authenticity creates unique opportunities for product storytelling.
• Effective Snapchat marketing requires a consistent content strategy and active community engagement.
• Following best practices like embracing interactive storytelling and leveraging Snapchat’s unique features is essential.
• Success should be measured holistically, considering both platform-specific metrics and broader business impact.

Does Snapchat have a place in your social media toolbox? It highly depends on your goals and your brand. But if you think it is, then it’s time to give it a shot. Create a Snapchat account and start posting. Evaluate the results and determine whether or not it’s a worthy addition to your social media repertoire.