Had some interesting conversations about Snap, and I wanted to share what we’re seeing in the data vs. what’s happening on the ground.

My Co-founder Niket attended their “Performance in a Snap” event recently and saw:

– Expanded ad products including Sponsored Snaps showing promise
– Strong focus on measurement partnerships (WorkMagic, Triple Whale, Fospha, Measured, Northbeam)
– Clear messaging around reaching younger demographics with performance focus
– Investment in creative tools and direct audience connection

All great signs things are moving in the right direction!

But, the latest inside info from our research data shows:

– North American DAUs dipped 2% YoY (Pinterest +4%, Reddit +11%)
– ROI is improving on new ad products…but incremental spend isn’t following yet
– Competition is heating up across the board

So what’s really happening?

This isn’t a “Snap is bad” post. It’s a repositioning moment.

For DTC brands over-leveraged on Meta, Snap offers something critical: unduplicated reach into younger demos.

But to win dollars, Snap needs bulletproof measurement, which is why the attribution partner focus Niket saw matters so much.

If you treat Snap like a *primary* growth engine, you’ll probably be disappointed right now.

But if you treat it like your “beyond Meta” move with the right tracking in place? You’re playing smarter than most.

We’re helping brands diversify without diluting efficiency. DM me if you want to audit your Q4 media mix and layer Snap in the right way.