On Snapchat, users mostly want brands to entertain them

Content formats

How users want brands to show up on Snapchat

How users want brands to show up on Snapchat
Activity	Share of users (%)
Entertaining content	29%
Promoting contests and giveaways	15%
Partnering with influencers	12%
Managing smaller communities	12%
Providing customer service and support	11%

Reader Note:: Based on Sprout's consumer survey of 2,305 respondents in the US, UK and Australia who have at least one social media account and follow at least five brands, fielded October 6 to 16, 2025. This figure shows the share of users who want brands on Snapchat for entertaining content 29%, promoting contests and giveaways 15%, partnering with influencers 12%, managing smaller communities 12%, and providing customer service and support 11%. The report does not state the base size for Snapchat users specifically.
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.

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.

Instagram users respond first to brand’s short videos, then creator-style content

Share of social users most likely to interact with each brand content type on Instagram
Content type	Share of users likely to interact (%)
Short-form video (<60 seconds)	52%
User-generated content	25%
Influencer content	23%
Live video	22%
Static images / Long-form video	19%

Short videos dominate brand engagement on TikTok

Share of social users most likely to interact with brand content types on TikTok
Content type	Share of social users likely to interact (%)
Short-form video (<60 seconds)	60%
Long-form video	32%
User-generated content	30%
Influencer content	28%
GIFs / memes	15%

Interactive Instagram content did the most to build brand trust

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34%

of consumers are most likely to interact with Shoppable Pins on Pinterest

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