Snapchat Study Breaks Down What Makes Gen Z Laugh

Snapchat has released a new report exploring how younger audiences use humor to connect with one another, and how brands can tap into that same comedic language to build stronger engagement with younger users. The platform notes that slang-driven jokes and internet trends often confuse older generations, but for young people, humor functions as a core form of social communication rather than just entertainment.

A Data-Driven Look at Gen Z Comedy

To build the report, Snapchat teamed up with Omnicom to survey more than 6,000 social media users between the ages of 13 and 28 across the U.S., U.K., Canada, France, Germany, and India. The research found that younger audiences generally welcome brands that attempt humor in their marketing, but also found that many of those attempts miss the mark. Snapchat used these findings to map out the underlying mechanics of what younger users actually find funny, aiming to give marketers a clearer framework for their content strategies.

Can Comedy Really Be Taught?

The report goes a step further by outlining a basic structure for comedy writing, marking what may be the first attempt by a major social platform to formally break down the components of humor for advertisers. Still, genuine comedic timing and cultural relevance are difficult to systematize. Successful humor-driven campaigns typically require marketers to have real audience insight and creative instinct, something no report can fully hand over.

Even so, the framework offers a useful starting point. Brands willing to study current comedic trends and youth behavior may find it easier to build campaigns that resonate authentically with younger, humor-driven audiences on Snapchat and beyond.