How to use Snapchat for app growth – Business of Apps

The assumption that Snapchat is a brand awareness channel — good for reach, unreliable for performance — has followed the platform for years. Toni van Zütphen, Snap Women Lead EMEA at Snap Inc., spent her session at Business of Apps Berlin 2025 making the case that this picture is now out of date. The argument is not that Snapchat has always been a serious performance platform. It hasn’t. But the infrastructure that determines whether a channel can compete for lower-funnel budgets — signal quality, bidding control, attribution accuracy, measurement alignment — has been rebuilt substantially over the past two years, and the platform that exists now is different in kind from the one many advertisers last evaluated. The audience case Snapchat has over 900 million monthly active users, more than half of whom open the app daily. Users open it over 30 times a day on average, spending around 30 minutes per session. Five billion Snaps are sent every day. The scale is not in question. What is less well understood is the composition of that audience and its relationship to other platforms. Snapchat reaches 75% of 13 to 34 year olds across the 25 countries with the highest GDP.
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