‘Instagram Is The Mannequin, Snapchat Is The Conversation’: Snap Draws Punchy … – B&T

“First-class airplane walkers sit next to people marching in the streets. [They] sit next to, ‘come with me as I get a matcha’, [which] sit next to images of children being bombed. This is where your brand shows up, sort of like parachuting somewhere into the middle of this absolute street riot,” he said. Healey was followed by Rob Fitzpatrick, head of global accounts at Snap ANZ. who delivered the announcements. More on that below. Since 2022, audiences have retreated from public performance into private connection, so brands must stop renting attention on what are now entertainment platforms and start earning relational equity in private space, where Snap is natively positioned. For the first time, real conversations have overtaken passive scrolling in Australian social media. This is not a marginal or generational quirk — it is a structural shift in how Australians use social platforms altogether. More than half of Australians (57 per cent) have designated at least one platform primarily for private messaging, and 84 per cent shared in a private chat or group in the last 24 hours – versus 65 per cent who shared publicly. The same preference extends to brands, where 48 per cent of audiences
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