Snapchat's 2024 in a "Snap"

2024 in a Snap: A Year of Connection, Expression, and Innovation

With over 850 million monthly active users, Snapchat continues to be a vibrant community where users express themselves, live in the moment, and connect with friends and family. As we wrap up another exciting year, it’s time to reflect on what Snapchatters have been up to in 2024 with "2024 in a Snap." This recap highlights how our community engaged, created, and explored across the platform, offering a glimpse into the cultural trends and passions that resonated most.

Elevating the Sports Experience Sports fans on Snapchat continued to unite over their love for teams, athletes, and leagues. With more than 25 million minutes spent on sports content within Spotlight globally, Snapchat provided a platform for fans to celebrate live moments, share reactions, and show support for their favorite players.

• 93% of Snapchatters in the US feel a closer connection to their favorite teams or athletes through social media.
• The NBA’s "jersey try on" Lens was a favorite this year, with over 800K Snaps created using it.

AR Innovation: Sh(AR)ing is C(AR)ing Augmented Reality (AR) is at the heart of Snapchat’s engaging experiences, offering users an interactive and immersive way to engage with brands, movies, food, and more.

• Non-sponsored Lenses like "Pink Dog," "Soft Filter," and "Scribble World 2" gained massive popularity in the US.
• Sponsored Lenses from brands like Venom and Bojangles also captured attention, while global favorites included Bitmoji Lenses for Applebee's and Pepsi.
• AR Lenses, such as those for movie and food brands, continued to captivate users, generating over 5x more active attention than on other platforms.

Beauty Trends: AR Try-Ons Lead the Way Beauty and self-expression thrived on Snapchat in 2024, especially through AR try-on features that allowed users to experiment with new looks.

• Nearly 113 million Snapchatters globally experienced a Sponsored beauty Lens.
• Top beauty Lenses like Ulta Beauty and göt2b’s metallic look were among the most shareable, and beauty content amassed over 262 million hours of viewership on Spotlight globally.
• Lipstick and eyeliner try-ons drove higher playtime, showing the growing appeal of beauty on the platform.

Fashion Forward: Express Yourself with Style Fashion on Snapchat has evolved into a tool for self-expression, with users exploring trends through AR try-on Lenses and Bitmoji makeovers.

• Baggy sweatpants, skater jorts, and plush slippers became some of the top purchasable Bitmoji fashion items in 2024.
• Sponsored Lenses from high-end brands like Dior, Stone Island, and Cartier allowed users to try on luxury accessories virtually.
• Eyewear, clothing, hats, and footwear were the most popular product categories in Sponsored Lenses.

Music: Connecting Through Sound Music on Snapchat isn’t just about entertainment—it brings people together. Fans bonded over artists, tracks, and music Lenses that encouraged creativity.

• 79% of Snapchatters in the US are passionate about music.
• Charli XCX’s 360 Lens and nostalgic hits like “Friday, I’m in Love” by The Cure topped the charts for the most shared music Lenses.
• Recent hits like “MILLION DOLLAR BABY” by Tommy Richman also played a key role in content creation.

Exploring the World: Snap Around the Globe Travel content continued to thrive on Snapchat in 2024, with over 73 million hours of travel content viewed on Spotlight globally. Users shared real-time Snaps from their journeys and explored dream destinations through AR Lenses.

• Popular destinations in the US included California State Parks, Six Flags, and Hilton hotels, while AR Lenses from brands like VisitScotland and Las Vegas served as travel inspiration.

Movie Magic: Staying in the Know Moviegoers flocked to Snapchat to stay updated on the latest blockbusters, with 88% of US Snapchatters identifying as avid movie fans.

• Interactive AR Lenses from entertainment companies, trailers, and behind-the-scenes content helped fuel excitement for new releases and award shows.
• Sponsored Lenses for movies like Venom: The Last Dance and the Nickelodeon Kids’ Choice Awards were among the most shareable entertainment Lenses.

Snackable Snaps: Food Lovers Unite Snapchatters indulged their love for food in 2024, sharing Snaps from their favorite eateries and discovering new spots.

• Over 896 million visits and 75 million check-ins were made to restaurants in the US on Snapchat.
• Top restaurants included Taco Bell, Chick-fil-A, and Wendy’s, while Sponsored AR Lenses from brands like Applebee’s and Bojangles engaged foodies across the platform.

Growing Up With Snapchat In 2024, Snapchat turned 13 years old, and over the years, the platform has grown into a multigenerational space for connection. With more than 50% of Snapchatters in the US aged 25 and older, Gen Z and Millennials continue to use Snapchat to connect with friends and explore new trends.

• Snapchat’s retention rate over five years is an impressive 90% for users who stay active for a full year.
• In 2024, over 578 million Snapchatters globally watched over 118 million hours of parent-related content.

Our Views:

Snapchat has experienced significant growth and innovation throughout 2024, marked by several key trends and successes that reflect its evolving user base and engagement strategies. Snapchat's innovative use of AR features has not only enhanced user engagement but also transformed how brands connect with consumers. By continuously evolving its AR capabilities, Snapchat remains at the forefront of social media engagement strategies in 2024.