I hit Snap’s latest NYC event this week. Here’s what surprised me, and what DTC brands need to hear:

Snap’s always had scale. What’s changing now is trust.

Sponsored Snaps + new creative tools are giving brands better access to Gen Z. But the real shift? Measurement is finally catching up.

With partners like WorkMagic (great seeing you Frank Yang), Triple Whale, Fospha, Measured, and Northbeam in the mix, Snap’s building the kind of attribution infrastructure performance marketers actually use to make budget calls.

That’s been the missing piece for a lot of brands. Now it’s coming into focus.

For Gen Z-focused DTC? This could be the moment where Snap shifts from “nice to have” to must-test again, especially with validated performance data behind it.

Thanks to Frank Lee and Elizabeth O’Connor at Snap for the real talk. Appreciate the invite!

Curious if Snap belongs in your Q4 plan? DM me and let’s talk through your creative, measurement, and targeting angles.