Vendor reportSprout Social, 2026

Only 30% of companies have built and maintain a Snapchat presence

Channel validation

30%

of companies have built and maintain a Snapchat presence

Reader Note:: Based on Sprout's marketer survey of 1,200 marketing leaders in the US, UK and Australia whose responsibilities include social media, fielded May 30 to June 20, 2025, alongside consumer survey results fielded October 6 to 16, 2025. The 30% is the share of companies that have built and maintain a Snapchat presence. The same sentence contrasts that with about 75% of Gen Z and Millennial users interacting with brand content there at least once per week. The report does not define exactly what qualifies as a maintained presence.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Online surveys of 2,305 consumers in the US, UK and Australia with at least one social media account and following at least five brands, plus 1,200 marketing leaders in the US, UK and Australia responsible for social media.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

Exact numbers, or saying that one thing caused another.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

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20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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Only 30% of companies have built and maintain a Snapchat presence

Good for

Not for

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