Why brands need to earn a place in the group chat – AdNews

Snap Champions runs from now until graduation in August. Gen Z hasn’t abandoned social media. They’ve simply changed how they use it.   While public feeds remain part of daily life, much of today’s online interaction takes place in group chats, direct messages and smaller digital communities. For marketers, that shift is changing the way attention is earned and how influence spreads.   That was one of the themes explored at the kick-off Snap Champions session in Sydney last month, where marketers and advertisers heard from Snapchat alongside guest speaker and creative consultant Liana Rossi, about how younger audiences communicate in increasingly private digital spaces.   The discussion centred on Snapchat’s Conversation Advantage research, conducted with Omnicom Media Intelligence, which explores how people communicate in private digital environments and what that means for brands.   The findings point to a broader shift in online behaviour. As public platforms become more crowded with content, advertising and AI-generated material, people are increasingly turning to private channels to share, connect and express themselves. More than 85% of Australians now regularly use visual language such as emojis, GIFs and memes, with self-expression (53%) overtaking clarity (45%) as the primary reason people communicate. The findings suggest tone and cultural fluency matter as much as the message itself.   For brands
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