Snapchat’s Role in Shaping the Future of B2B Engagement – Demand Gen Report

B2B buyers consume content across multiple platforms at all hours of the day. A rigid, single-channel strategy simply falls short of reaching these buyers. To that end, a new social media platform is risiing in importance for B2B marketers to reach buyers: Snapchat. Recent data from the GWI B2B Research Study highlights a clear shift in buyer behavior. The survey of over 2,200 professionals aged 18-45 was divided into three categories: business decision-makers, entrepreneurs, and small- to medium-sized business owners. Snapchat officials said the research revealed a high-value audience that isn’t just scrolling; they are building businesses, managing budgets, and looking for inspiration for their next professional tool. For example, Snapchat users are 1.5 times more likely to hold executive management positions compared to non-users. The survey found these users prefer creating their own career paths rather than following traditional corporate ladders as they are twice as likely to run or launch a side business compared to non-users. Among SMB owners on the app, freelance consulting and e-commerce rank as the most popular business categories. Social Media, AI Impact Social media and artificial intelligence (AI) continuously shape how these professionals work. For Snapchat users, social platforms serve as their primary
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