Millennials and Gen Z are shaping Canada’s economy and its future. They value authenticity, privacy, and creativity – and they’re driving the trends and conversations that shape culture today. As these generations increasingly turn to Snapchat to connect with their world, marketers and advertisers are realizing that it’s no longer just about who you reach, but how you authentically connect with them.
For Canadian marketers, this means shifting focus to the Snapchat Generation - the influential cohort of Gen Z and Millennials who are redefining digital communication. With more than 11 million monthly active users in Canada, the platform has a strong hold on younger users (reaching 75% of 13-34 year olds and more than 90% of 13-24 year olds), and has become a vital platform for building meaningful brand relationships. These figures come from Snapchat’s report, ‘The Snapchat Generation Report: Where Culture Gets Real.’
Snap Inc.'s Heather Robertson, senior manager, Americas marketing, emphasizes that this generation is driven by realness over polished performance. “For this group, Snapchat is about real-time connection with friends, and they use it to share both big and small moments as they happen. This focus on authentic, in-the-moment communication is a key differentiator for the platform – and this is where brands and marketers have endless opportunities to tap in.”
It's about being present, not presentation
The Snapchat Generation values authenticity over perfection; there is beauty in the blur. Snapchat’s report reveals that nearly 80% of Snapchatters globally feel they can be their "most authentic and real self" on the platform. Grainy snaps and imperfect filters aren’t considered flaws; they're how genuine connections are made.
Robertson explains that brands should lean into this. "By embracing raw, in-the-moment content via Public Profiles and not hesitating to be silly and messy with AR Lenses," she says, "brands can use intentionally unpolished and raw creative for high impact".
It's for closeness, not clout
Snapchat is a conversation-first platform where Snapchatters are narrating, confessing and yapping their way into deeper bonds. In fact, they collectively talk for more than 1.7 billion minutes each day on average. With voice notes and podcast-worthy conversations, Robertson emphasizes that brands need to fit into this conversational style rather than trying to perform; the creative should match the tone.
"They should opt for natural voiceover and UGC-style storytelling, matching the often off-the-cuff always human way Snapchatters already sound and share," she advises. “Brands can engage authentically, talking like a Snapchatter with Sponsored Snaps and human, honest Story Ads that blend seamlessly with user communication. This approach helps brands get closer to their audience.”
It's for staying present in real time
Unlike other platforms that might be used for ‘photo dumps’, Snapchat is for staying present in the moment. Whether it’s a midday Snap, a note to say ‘I love you’, or an urgent call for outfit approval, Snapchatters summon their friends on the app. This is true even when users are shopping - 92% of daily Snapchatters involve friends in their shopping journey, and more than half send messages or pictures through the app while doing so.
Robertson notes that "brands can drive results by being part of everyday real connections." She explains that showing up in "in-between moments when Snapchatters are most engaged" through high-impact Takeovers and engaging ads can be highly effective. Canadian Tire saw this firsthand, boosting sales during its Summer Big Red Event by leveraging Snap Ads, Story Ads, Commercials and UGC style assets to be a part of these real-time interactions.
It's a space to experiment without overthinking
On Snapchat, identity doesn’t have to be serious to be real. Self-expression is spontaneous and constantly evolving, with Snapchatters trying on new styles and exploring new places without overthinking. It’s flexible, it’s fun, it’s low pressure.
Robertson highlights that brands can also benefit from this playful, experimental mindset. She suggests that marketers can use "playful experimentation with Gen AI, Try-On Lenses and more in Snapchat’s ever-expanding toolkit.” And by ensuring discoverability with Promoted Places on the Snap Map, brands that show up at the right moment can be part of the plan.
It's for collaborating, not performing
Snapchat Creators are not performers; they show up as their authentic selves, sharing who they are and what they feel. This is why their content builds genuine connections, making their community feel more like friends than followers.
According to Robertson, this authenticity is a powerful tool for brands. "Creators’ recommendations are 1.4X more likely to be valued compared to the average of other platforms," she states. "Brands should collaborate with Snap Stars on the platform for unscripted, unfiltered content and empower them to co-create native experiences that resonate." A great example of this is McDonald’s; last year, the brand leveraged the Snap Star Collab Studio to work with Creators on its Summer Drink Days promotion in Canada – a campaign that involved tapping into the trusted voice of Creators to generate real connections and maximize campaign impact
“For marketers in Canada, Snapchat is not simply another social platform. It is a daily touchpoint where this generation of consumers is forming habits, discovering brands, and making decisions. Those who adapt to this shift will be positioned for long-term success.”
Heather Robertson, senior manager, America's marketing, Snap Inc.
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