Snapchat Report Hints At B2B Marketing Channel Potential
Snapchat is making a case for its relevance in B2B marketing, traditionally dominated by LinkedIn, according to a new report released in partnership with research firm GWI. The study surveyed more than 2,250 business decision-makers, entrepreneurs, and small-to-medium business owners to explore how Snapchat users are gaining influence in professional roles and how the platform can facilitate B2B connections.
The report challenges the assumption that B2B audiences are best reached through formal, professional environments. Snapchat argues that decision-makers increasingly consume content across platforms and at varied times, often outside work settings. As digital natives move into leadership positions, their habits are reshaping B2B outreach.
Key findings include:
- Snapchat users are rising in decision-making power within businesses.
- A growing share of professionals use social media—including Snapchat—for purchase research and vendor discovery.
- Snapchatters show interest in creator-led content, brand stories, and authentic storytelling formats.
The platform highlights its less corporate, more creative environment as a strength for B2B messaging. Snapchat notes that six in ten users believe the app could play a larger role in helping small businesses and entrepreneurs grow. Daily Snapchatters are particularly receptive to expert-driven content and advertising within this context.
While Snapchat’s core demographic skews younger, the report emphasizes that these users are increasingly entering the workforce and assuming purchasing authority. This shift opens opportunities for brands to reach emerging decision-makers through less traditional channels, using Snapchat’s short-form, visual, and authentic style to build awareness and trust.
