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Learn More →Snapchat Marketing 2026
The Platform’s Unique Offerings Are Giving It a Leg Up as It Battles Usage Declines and Broader Challenges
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Table of Contents
Executive Summary
Snapchat faces an uphill battle on the user front
Snapchat’s ad revenues continue to grow thanks to strategic shifts
Snapchat is still struggling to carve out a place for itself in the creator economy
Snapchat’s unique position in social gives marketers distinct opportunities
The platform faces several legal and regulatory threats in the US, some of which are already having an impact
Recommendations for marketers
EMARKETER Interviews
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About This Report
Snapchat’s young audience and distinct ad products keep it relevant, even as usage slips and regulatory pressure builds. Marketers should use it with strategies built for messaging, creators, and commerce.
Table of Contents
Executive Summary
Snapchat faces an uphill battle on the user front
Snapchat’s ad revenues continue to grow thanks to strategic shifts
Snapchat is still struggling to carve out a place for itself in the creator economy
Snapchat’s unique position in social gives marketers distinct opportunities
The platform faces several legal and regulatory threats in the US, some of which are already having an impact
Recommendations for marketers
EMARKETER Interviews
Sources
Media Gallery
Snapchat still offers marketers a strong Gen Z audience and distinctive ad formats. But brands should consider the platform’s falling usage, weak creator momentum, and mounting regulation when deciding how much to invest.
Key Question: How can marketers best take advantage of Snapchat in 2026?
Key Stat: Snapchat will have 46.4 million Gen Z users in the US this year, according to our forecasts, putting it not far behind TikTok.
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authors
Minda Smiley
Contributors
- Franco Bernasconi
- Analyst
- Rahul Chadha
- Director, Report Editing
- Madan Kumar
- Copy Editor
- Penelope Lin
- Director, Data Visualization
- Oscar Orozco
- Senior Director, Forecasting
- Juan Perl
- Tracy Tang
- Matt Torpey
- Senior Data Visualization Editor
- Max Willens
- Jherr Daven Velasco
- Data Visualization Editor
- Yoram Wurmser
- Principal Analyst
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