I’ve often heard it said that anyone over the age of 25 with a Snapchat account is a wrong’un. To an extent, I agree. In my teenage years, it was used for fit checks, ‘sorting things out’ group chats and messaging your crush after school. Times have changed since then, but has the perception of Snapchat?
For years, B2B marketers have tended to view business decision-makers as an audience reachable through LinkedIn and other professional platforms. Snapchat? Surely not.
But as social media habits evolve, that assumption is increasingly outdated. Business buyers now consume content across a wide range of platforms and contexts, including more consumer-focused spaces.
New research by Snap Inc. suggests that Snapchat may be one of those spaces. According to the study, conducted with GWI among more than 2,200 US professionals aged 18–45, the platform is home to a growing population of commercially influential users, including founders, executives and small business owners.
