Snapchat Launches Topic Chats for Public Community Discussions

Snapchat’s New Public Discussion Feature Marks Strategic Shift

Snapchat is expanding beyond private messaging with the launch of Topic Chats, a new feature enabling users to join public group conversations about trending topics and news events. The platform, historically focused on private communication between friends and family, is now embracing more traditional social media engagement patterns to drive user interaction and growth.

How Topic Chats Work

Topic Chats will allow Snapchat users to see what their friends are discussing and discover common interests within the app. The feature integrates related Snaps directly into conversations, providing additional context and visual content. Users will discover Topic Chats across multiple touchpoints, including chat shortcuts, search results, the Stories page, and Spotlight videos. A prominent “Join the Chat” button will appear on stories and Spotlight videos, inviting users to participate in discussions.

Safety and Growth Implications

Snapchat emphasizes that it will moderate Topic Chats to maintain safety and appropriate community standards. This move represents a calculated effort to reinvigorate user engagement, particularly as Snap’s growth has stalled in key markets. The feature opens new advertising opportunities for brands targeting interest-based audiences while providing valuable user data for platform analytics.

The rollout begins immediately across Canada, New Zealand, and the United States over the coming weeks. By enabling its predominantly young user base to connect around shared interests and trending moments, Snapchat aims to strengthen its competitive position against competitors like TikTok and Reddit, while potentially discovering fresh revenue streams through targeted brand partnerships and community-based advertising initiatives.