Snapchat unveils 2024 Trends + 2025 Predictions: The Future of Connection, Creation + Community

Snapchat has unveiled its 2024 year in review and predictions for 2025, revealing key global trends and insights into how its community of over 850 million monthly active users connected, created, and consumed content. From the rise of short-form educational videos to the continued growth of augmented reality (AR), Snapchatters are embracing different ways to engage with the world.

Says Ryan Ferguson, managing director, Snap Inc. Australia and New Zealand: “Snapchat isn’t just where Gen Z is—it’s where they live digitally. The unparalleled attention advertisers receive on our platform, combined with our deep connection to this highly influential demographic, creates an unmatched opportunity to build meaningful brand relationships. This year Snapchatters loved giving their Bitmoji’s a glow up, using lenses to try out new beauty looks, dreaming about their next destination, and going all in on their favourite sports. As we look towards 2025, it’ll be exciting to see how Snapchat can continue to nurture the rise of creators in Australia and how brands will find innovative ways to connect with customers.”

2024: A Year of Connection and Creation

Moving Fashion Forward: Fashion is all about self-expression, and Snapchat makes it even easier for our community to explore their style with AR try-on Lenses, Bitmoji Fashion, and more. This year, Snapchatters loved giving their Bitmoji a makeover with the trending baggy look and had fun trying out luxury accessories without having to step foot in-store, making luxury more accessible than ever.
• Some of the most shareable Sponsored Lenses in retail luxury globally by product category include: Dior and Stone Island, Chopard – Jewellery, Cartier – Watch.
• The top purchasable Bitmoji fashion garments of 2024 are: Baggy Sweatpants, Baggy Skater Jorts, Baggy Camo Cargo Pants, Plush Pumpkin Slippers, Plush Cat Slippers
• The most popular apparel and accessories product categories that advertisers made Sponsored Lenses for were: eyewear, clothing, hats, footwear, jewellery, and watches.

New Look, Who Dis? Beauty continued to thrive on Snapchat with AR try-on making it even more fun to share new looks and routines with your closest friends. Whether they were polling the group chat on a new lip colour or testing out the latest eyeliner trend, beauty Lenses drove higher engagement compared to the average AR Lens.
• In 2024, nearly 113 million Snapchatters globally have experienced a Sponsored beauty Lens at least once.
• This year, Snapchatters also viewed over 262 million hours of beauty content on Spotlight globally

Sh(AR)ing is c(AR)ing: There’s a reason Snapchat commercials, Snap Ads, and AR Lenses globally deliver over 5x more active attention when compared to other social media platforms. From try-on Lenses to immersive brand storytelling, AR puts Snapchatters at the forefront and bridges the gap between everyday moments and innovation. In 2024, this was particularly exciting for Snapchatters when it came to Lenses featuring their favourite movies and food. Some of the most shareable Bitmoji Lenses globally include: Applebee’s and Pepsi.

Snap Around the World: From getting a sneak peek at their dream destination on Spotlight to taking Snaps of their journey in real-time, global exploration happens on Snapchat. In 2024 alone, Snapchatters globally viewed over 73 million hours of travel content on Spotlight, serving as digital travel inspiration for friends and family!

Fuelling Sports Fandom: Sports continued to transform the fan experience and bring Snapchatters together, with more than 25 million minutes spent on sports content within Spotlight globally, on average. Whether fans were using the platform to celebrate live moments, share reactions, or simply rally behind the athletes they love, our community took the opportunity to connect with each other and their favourite leagues, teams, sports figures, and content creators.

Snapchat predicts 2025 it will be a pivotal year, particularly for creators

The Rise of Niche Creators: Authenticity and shared values will be key in 2025, with niche creators poised to flourish by connecting deeply with communities that share their passions. While AI tools become increasingly important, human connection remains paramount.

Educational Content Takes the Lead: Short, informative content will reign supreme. Building on the trend of snackable highlights from major events like the Paris Olympics and Euros, 2025 will see increased demand for easily digestible educational content. Brands and creators who provide valuable insights will foster stronger communities.
Generative AI will play a role in revitalising archived content and making knowledge more accessible.

Retailers Balance Value and Aspiration: Economic pressures will continue to shape consumer behaviour. Retailers will need to strike a balance between offering value and fulfilling aspirations. Premium brands will increasingly leverage creator partnerships for authentic marketing, while AR will bridge the gap between aspiration and practicality by allowing customers to visualise products before purchase.

Sports Build Deeper Connections: Athletes will leverage Snapchat to deepen connections with fans by sharing their personal stories and values. Major events like the 2025 Women’s Euro Championships and Women’s Rugby World Cup will further accelerate the growth and visibility of women’s sports, attracting new fans through the rise of superstar athletes.

Measurement Matters: In a privacy-focused era, measurement remains crucial for marketers. Platforms offering robust measurement tools like marketing mix modelling (MMM) will be essential for demonstrating ROI and optimising campaigns while maintaining brand awareness.