Engaging Millennials and Gen Z with Snapchat Ads

Snapchat is one of the most powerful platforms for reaching Millennials and Gen Z. With over 800 million monthly active users and 75% of its audience between the ages of 13-34, it’s a goldmine for brands and app developers looking to engage young, digital-native consumers. But running Snapchat Ads isn’t just about showing up—it’s about showing up the right way.

In this guide, we’ll break down how to use Snapchat Ads effectively, the best ad formats for engaging young users, and how to optimize your campaigns for maximum results. Whether you’re an app developer, marketer, or business owner, this is your roadmap to success.

Why Snapchat Ads work for Millennials and Gen Z

Snapchat is more than just a social media app—it’s a communication powerhouse. Unlike other platforms, where users scroll mindlessly, Snapchatters engage actively, sending Snaps, creating Stories, and using filters to interact with friends.

Here’s why Snapchat Ads are a game-changer for targeting young audiences:

• Massive reach – Snapchat reaches 90% of 13-24-year-olds and 75% of 13-34-year-olds in over 25 countries.
• High engagement – The average user opens Snapchat 40 times per day, making it an always-on platform for brand messaging.
• Strong purchase intent – Millennials and Gen Z are 34% more likely to buy products they discover on Snapchat.
• Visual-first culture – Gen Z and Millennials prefer short-form, visually engaging content, and Snapchat Ads fit perfectly into their browsing habits.

Best Snapchat Ad Formats for engaging young audiences

Snapchat provides a variety of ad formats designed to capture the attention of its predominantly young and mobile-first user base. Each format serves a unique purpose, making it essential for brands to choose the right one based on their marketing objectives. Here’s a breakdown of the most effective Snapchat ad formats:

1. Snap Ads (full-screen video ads)

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Snap Ads are immersive, full-screen vertical videos that automatically play between user-generated content, such as Stories or within the Discover section. These ads are designed to grab attention instantly, leveraging Snapchat’s fast-paced nature.

Best for: Quick brand awareness, product launches, and short-form storytelling. Brands can include a swipe-up action leading to a website, app download, or even a long-form video for deeper engagement.

2. Sponsored Lenses (AR Filters)

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Sponsored Lenses take engagement to the next level by allowing users to interact with branded augmented reality (AR) effects. Whether it’s a face filter, a 3D animation, or an interactive game, these lenses encourage users to create and share content featuring your brand.

Best for: Viral brand campaigns, event promotions, and interactive experiences that boost brand recall.

3. Story Ads

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Story Ads appear in the Discover section as branded tiles, inviting users to tap and explore. Once opened, these ads function like a series of Snaps, allowing brands to tell a cohesive and compelling story.

Best for: Brand storytelling, product education, and driving app downloads.

4. Collection Ads

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Collection Ads are designed for e-commerce brands looking to showcase multiple products in a single ad. These ads feature a tappable product carousel, allowing users to browse and shop without leaving Snapchat.

Best for: Online retailers, fashion brands, and direct-to-consumer (DTC) businesses looking to drive conversions.

5. Dynamic Ads

Dynamic Ads use automation and machine learning to deliver highly personalized ads based on a user’s past behavior and interests. These ads automatically update to reflect inventory, pricing, and user preferences, ensuring relevance.

Best for: Performance-driven campaigns, abandoned cart recovery, and retargeting potential customers.

The success of your Snapchat advertising strategy depends on aligning the right ad format with your campaign goals. If you’re aiming for brand awareness, Snap Ads and Sponsored Lenses can generate widespread engagement. If sales and conversions are your priority, Collection Ads and Dynamic Ads provide a direct path to purchase. And if you want a mix of engagement and storytelling, Story Ads offer the perfect balance. By leveraging these Snapchat ad formats effectively, brands can create highly engaging and conversion-driven campaigns that resonate with younger audiences.

Designing Snapchat Ads to engage Millennials and Gen Z

Younger audiences don’t just want to see ads—they want to experience them. To make your Snapchat Ads stand out, focus on creating immersive, engaging content that feels native to the platform. Here are the best practices to follow:

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• Use vertical video – Since 90% of Snapchat content is viewed in a vertical format, your ads should be designed to fit seamlessly within the user’s natural scrolling experience.
• Capture attention instantly – The first few seconds are crucial. Keep videos between 5-10 seconds, ensuring the message is clear, direct, and engaging right from the start.
• Make it visually dynamic – Use bold colors, quick cuts, and motion graphics to keep viewers engaged. Static images alone are unlikely to hold attention in a fast-paced environment like Snapchat.
• Incorporate interactive elements – Features like swipe-up calls-to-action, polls, and tap-to-reveal animations encourage users to actively engage rather than passively watch.
• Use authentic, relatable language – Millennials and Gen Z respond best to conversational, culturally relevant messaging. Avoid corporate jargon and instead opt for a tone that feels natural and approachable.
• Leverage user-generated content – Ads that feature real people using your product or app build trust and credibility. Authentic, peer-driven content often resonates more than traditional advertising.

How to Use Snapchat’s Ad tools for better engagement

Snapchat offers a suite of powerful tools to help businesses optimize their ad performance, refine targeting, and maximize engagement. Understanding and leveraging these features can significantly improve your campaign results. Here’s how to use them effectively:

1. Advanced targeting options

Snapchat’s targeting capabilities allow you to reach the right audience with precision:

• Demographic targeting – Select users based on age, gender, location, and language to ensure your ads reach the most relevant audience.
• Interest-based targeting – Snapchat categorizes users based on their in-app behavior, such as gaming, fitness, travel, or fashion, allowing you to target audiences who are more likely to engage with your content.
• Lookalike audiences – This feature helps you reach new users who share similar behaviors and characteristics with your existing high-value customers, expanding your reach without losing relevance.

2. Snapchat Pixel (for retargeting & conversions)

The Snap Pixel is essential for tracking website activity and optimizing ad performance:

• It enables you to retarget users who have interacted with your brand but haven’t converted yet.
• The pixel helps you analyze which parts of your sales funnel need improvement by tracking actions like product views, sign-ups, and purchases.
• With pixel data, you can optimize ad spend by focusing on users who are most likely to convert, increasing return on investment (ROI).

3. Goal-Based Bidding

Snapchat’s goal-based bidding system ensures that your ads are shown to users who are most likely to take your desired action:

• You can optimize for goals such as app installs, website visits, purchases, or video views to ensure ad spend is directed toward performance-driven results.
• Snapchat’s AI continuously learns from engagement patterns, refining ad placements to maximize efficiency.
• This tool is particularly useful for e-commerce brands, mobile app developers, and lead-generation campaigns looking to drive measurable actions.

4. A/B Testing for Optimization

A/B testing (also known as split testing) allows advertisers to experiment with different ad elements to determine what works best:

• Test various creatives, including different colors, headlines, calls-to-action (CTAs), and video lengths.
• Experiment with ad copy variations to see which messaging resonates most with your audience.
• Compare different targeting strategies to identify the most effective audience segments.
• Use performance data to continuously refine and improve future campaigns, ensuring you’re always maximizing engagement and conversions.

Creative ideas to capture attention on Snapchat

Standing out on Snapchat requires more than just placing an ad—it’s about creating an experience that feels fun, native, and engaging for younger audiences. Since Gen Z and Millennials favor authenticity, humor, and interactivity, your ads should reflect these elements. Here are some creative strategies to grab attention and drive engagement:

1. Use humor & memes

Snapchat users love content that makes them laugh. A well-placed joke, witty one-liner, or clever meme can help your brand feel relatable and shareable. Consider:

• Incorporating popular internet memes into your ad messaging.
• Using humorous, unexpected punchlines that make your brand memorable.
• Playing with irony or self-deprecating humor to make your content feel more natural.

Brands that successfully use humor tend to see higher engagement rates because users are more likely to share or screenshot entertaining content.

2. Leverage AR Effects

Snapchat’s Augmented Reality (AR) Lenses and Filters are one of the platform’s biggest engagement drivers. You can:

• Create branded AR lenses that allow users to interact with your product (e.g., trying on makeup, clothing, or accessories virtually).
• Develop gamified AR experiences that encourage participation, such as tapping to reveal a hidden discount.
• Use interactive filters that align with trends and cultural moments to drive organic sharing.

AR ads feel immersive and are more likely to be shared, increasing both brand awareness and organic reach.

3. Incorporate music & trends

Snapchat thrives on pop culture and trending content. Ads that use popular sounds, viral music tracks, or reference current trends feel more natural and engaging. Try:

• Syncing ad visuals with trending songs to increase appeal.
• Leveraging pop culture moments (e.g., movie releases, trending TikTok challenges).
• Creating dynamic, fast-paced video ads that match Snapchat’s high-energy vibe.

By tapping into what’s already popular, your ad blends seamlessly into user content, increasing engagement.

4. Create FOMO (Fear of Missing Out)

Snapchat’s ephemeral nature makes it the perfect platform for time-sensitive promotions. Use this to your advantage by:

• Running flash sales with countdown timers.
• Offering limited-time discounts that disappear after a certain period.
• Promoting exclusive behind-the-scenes content to create excitement.

When users feel they might miss out on a deal or experience, they’re more likely to act fast, leading to higher conversion rates.

5. Tell a story

Snapchat Story Ads allow brands to take a narrative-driven approach to advertising. Instead of a one-off ad, consider:

• Building suspense—start with a hook, keep the viewer engaged, and reveal the payoff in later snaps.
• Using episodic storytelling, where users need to swipe up to see the next part.
• Creating “choose your own adventure” ads where users interact with different choices.

People remember stories better than standalone ads, making this a great way to drive deeper engagement.

Optimizing Snapchat Ads for maximum engagement

To ensure your Snapchat ads perform well, continuous optimization is essential. Here’s how to refine your strategy:

1. Monitor performance metrics – Track key metrics like impressions, swipe-up rates, completion rates, and conversions in Snapchat Ads Manager to identify what’s working.
2. Refine audience targeting – Adjust demographics, interests, and use Lookalike Audiences to reach users more likely to engage.
3. Test different ad variations – Experiment with visuals, messaging, and CTA placements through A/B testing to find the most effective approach.
4. Retarget engaged users – Use Snap Pixel to re-engage users who interacted but didn’t convert by offering incentives or follow-up ads.
5. Leverage high-performing content – Repurpose successful organic Snapchat content into ads for a more authentic and engaging experience.

By applying these strategies, you can boost engagement, improve conversions, and maximize the effectiveness of your Snapchat ads.

Let ShyftUp help you win with Snapchat Ads

Snapchat is one of the best platforms for engaging Millennials and Gen Z, but running highly effective Snapchat Ads requires expertise. From choosing the right ad format to optimizing performance, it takes strategy, creativity, and data-driven decisions to get the best results.

That’s where ShyftUp comes in.

ShyftUp is a user acquisition agency that specializes in helping app developers and businesses maximize their mobile ad performance. Whether you need help with Snapchat Ads, Apple Search Ads, or ASO, ShyftUp has the tools and expertise to increase your app downloads and drive real business results.

Ready to take your Snapchat Ads to the next level? Contact ShyftUp today and start seeing better engagement, more app installs, and a bigger return on investment!