What Snapchat’s Study Says About Gen Z

In a world of endless scrolls and algorithm-chasing, Snapchat is pulling back the curtain on a trend that feels almost revolutionary: real connection over public performance.

In its latest global study, Snapchat examined how people—especially Gen Z—are defining “connection” in the digital age. The findings are a sharp reminder that the way people want to connect is evolving fast, and brands that fail to adapt may be left talking to themselves.

Here’s what you need to know.

Gen Z’s Definition of “Connection” Is Personal, Not Performative

Snapchat’s survey spanned 13,500 respondents across 16 countries, focusing on people’s perceptions of connection in online spaces. The overarching insight?

“Connection” today means being truly seen, understood, and emotionally supported—not just followed or liked.

Some of the key findings:

• 77% say meaningful connection means feeling truly seen.
• 1 in 2 Gen Z users define connection as private and personal—not public-facing.
• Connection is most often built through shared experiences, not one-way content consumption.

Snapchat users, particularly Gen Z, are gravitating toward digital spaces that replicate the intimacy of real-life relationships. Instead of shouting into the void, they’re whispering into group chats, private Stories, and disappearing Snaps.

From Public to Private: The Shift in Social Media Behavior

For years, platforms have been built on the assumption that users want reach, virality, and audience. But Gen Z is turning away from these traditional social media behaviors.

Platforms like Snapchat are capitalizing on this shift:

• Content is ephemeral – messages disappear, freeing users from performance pressure.
• Friendship over followership – Snap isn’t about building an audience; it’s about maintaining close bonds.
• Low-pressure sharing – the aesthetic is raw, unfiltered, and more like a real-life conversation.

“The most meaningful conversations are happening away from the spotlight.”

This change has big implications for how we think about influence, marketing, and engagement.

What This Means for Brands: Connection > Content

So how should brands show up in these more intimate digital spaces?

Snapchat suggests a new playbook rooted in empathy, utility, and co-experience:

1. Be Present in the Moment

Forget the highly produced, ultra-edited content. Today’s audience wants brands that can speak like a friend.

• Try BTS moments, casual language, even lo-fi visuals.
• Prioritize speed and relevance over polish.

2. Create for Closeness, Not Crowds

Design experiences that feel personal and exclusive:

• Private AR lenses or Bitmoji integrations.
• Snaps that speak to shared experiences, not general audiences.

3. Tap Into Shared Experiences

The future of digital marketing might just be co-experienced content. Think:

• AR filters that friends use together.
• Branded prompts for close-friend Stories.
• Group games or polls inside messaging spaces.

If your content doesn’t invite interaction, it might be getting ignored.

Rethinking Influence in a Private Era

This report also suggests a major reframe for influencer and creator marketing.

Micro-creators and friend-fluencers (yes, it’s a term now) could become your most powerful brand advocates—not because of their reach, but because of their intimacy with followers.

And with Gen Z increasingly making purchasing decisions based on peer recommendations and trusted small circles, brands need to play the long game of relationship-building, not campaign blasting.

TL;DR – A New Kind of Social Strategy

Snapchat is betting big on a future where:

• Connection is private, meaningful, and two-way.
• Performance takes a backseat to presence.
• Brands show up as part of the conversation, not the center of it.

For marketers, this isn’t just a Snapchat strategy—it’s a wake-up call for how we build content, design campaigns, and measure impact in 2025 and beyond.