Snapchat’s Inbox Ads Show Strong Engagement Results

Snapchat is doubling down on its bold strategy of placing advertisements directly in users’ inboxes, revealing that Sponsored Snaps are delivering significant results for advertisers despite initial concerns about user reception.

The social media platform showcased new data at Advertising Week, demonstrating that when users fully engage with Sponsored Snaps by opening the full-screen ad, brands experience 2.3 times more lift in unaided brand awareness, 1.4 times more lift in ad awareness, and 1.8 times more lift in purchase intent compared to other social platforms.

Users Embrace Brand Messages in Private Chat

Snapchat’s research challenges conventional wisdom about advertising in direct messaging spaces. The company found that 86% of U.S. social media users are open to receiving brand messages on apps like Snapchat and Messenger, suggesting that private chat has evolved into a legitimate space for brand engagement.

The platform emphasizes that successful inbox advertising requires utility-first content, including discounts, personalized recommendations, and timely updates. Brands must balance usefulness with entertainment value to create memorable interactions that feel native to the Snapchat experience rather than intrusive advertisements.

Risks Remain Despite Positive Metrics

However, industry observers caution that Snapchat faces potential challenges with this approach. The company must carefully manage ad frequency to prevent inbox saturation, which could either diminish campaign effectiveness or trigger user backlash.

Additionally, 71% of Snapchat users report having unique communication styles with friends on the app, raising questions about how brand messaging integrates into these personal conversations. Success depends on advertisers understanding these dynamics and crafting campaigns that feel additive rather than disruptive to the intimate messaging environment.