This blog summarizes an article from Digiday, published on February 5, 2025.
SEATTLE, WA - As TikTok faces regulatory scrutiny in the U.S., rival platforms like Snapchat are vying for ad dollars. However, marketers remain hesitant to invest heavily in Snapchat, even as the platform boasts strong Gen Z engagement and expanded monetization options.
According to Digiday, Snapchat highlighted a 40% year-over-year growth in creator content during its Q4 earnings report and positioned itself as a valuable alternative at the 2025 ANA Creator Marketing Conference. Despite these efforts, advertisers are still waiting for stronger performance metrics before reallocating significant budgets. “This is partially because our target audiences tend to lean harder in the millennial range, and Snap skews younger,” explains Kelly Dye, VP of Influencer Strategy at New Engen.
Read the full article to learn more about why brands are hesitant to make big moves into Snapchat.
About New Engen
New Engen is a digital marketing agency driving impact for brands across every phase of the customer journey – maximizing it, measuring it, and repeating it. Through a collective passion for building brands, a relentless desire to challenge the status quo, and deep digital expertise across hundreds of brands and verticals, we put our clients on the cutting edge of what’s possible in digital marketing.
About Digiday
Digiday is a leading digital media publication covering the intersection of technology, media, and marketing. With in-depth reporting on industry trends, Digiday provides insights and analysis that help brands navigate the fast-evolving digital landscape.