Why Snapchat Is My Platform to Watch in 2025

If you’re in PR and not thinking about Snapchat, it’s time to start. Snap is making significant investments in the platform, media outlets are committed, AR is evolving into a must-have tool, and gen z and millennials are more engaged than ever. With the media landscape shifting and TikTok’s future uncertain, Snapchat is stepping up and I believe its going to be a major player for PR pros in 2025.

Here's why…  

Big name publishers are going all in.

Investments in media platforms are increasing. MailOnline has a large Snapchat team pushing out over 60 pieces of content a day to its 14 million followers. Even the likes of The Telegraph are seeing success, with 1.9 million followers engaging with their content. When a traditionally print-heavy publication is thriving on Snapchat, it’s a clear sign that the platform has evolved into a serious news and storytelling place. For PRs, this means more opportunities to pitch, place stories, and get brands seen where younger audiences are actually engaging.

Augmented reality is changing the game and delivering real results.

Snapchat isn’t just a social app, it’s leading the way in AR innovation. From beauty try-ons to exclusive previews and interactive fitness challenges, AR Is becoming a powerful tool for brands. And it’s not just for fun - it’s driving real engagement and conversions. Shoppable AR lenses, gamified content, and immersive brand experiences provide brands with measurable ways to connect with audiences and encourage action. PR campaigns that leverage AR for product trials and brand storytelling can stand out in a crowded digital space.

A direct line to gen z…

How many times have we seen a brief that says, ‘We need to reach younger audiences’ or ‘We need to drive relevancy’? 90% of 13-24 year olds and 75% of 13-34 year olds use Snapchat. These consumers aren’t just scrolling, they’re driving cultural trends, shaping purchasing habits and deciding what’s cool next. If you want to stay relevant and be part of the conversation, this is exactly where you need to be.

A hub for creative, culture-driven campaigns.

Snapchat’s playful, interactive nature makes it a great platform for bold PR campaigns where brands can experiment with interactive storytelling formats that drive engagement. It’s disappearing stories and messages create real-time, authentic interactions. These time-sensitive formats tap into the power of urgency and exclusivity, making them perfect for product teases, behind the scenes content and real-time brand updates that keep audiences engaged.

A strategic addition to the social mix.

With the ongoing uncertainty around TikTok and trust in Meta being shaky at best, Snapchat’s focus on raw and real connections makes it a strong option. Used strategically, it can complement other platforms and enhance PR campaigns in a way that feels fresh and engaging. What’s more, with all eyes on AI, Snapchat’s investment in interactive, engaging tools such as its AI avatar makes it a platform worth truly watching.

The bottom line? Snapchat is no longer just a fun app for kids. It’s a serious platform for PR and brand story telling.  With increased media investment, cutting-edge AR, AI-driven personalisation, and a stronghold on younger audiences, it is set to play a major role in 2025.