Snapchat bets on joy: How creative, immersive ads are driving better brand lift

The news: Snap released findings from a global study conducted with IPG Mediahub and Amplified Intelligence.

The research used eye-tracking and emotion detection across thousands of ad views in five countries and concluded that “joyful” ads on Snapchat correlated with higher attention and long-term brand lift compared to other platforms like Instagram, TikTok, and YouTube.

Why it matters: Creative execution on social media is increasingly measured not just by reach, but by emotional response—and Snap’s data suggests Snapchat is winning on the joy front. The platform’s immersive ads that evoke positive feelings performed better at holding user attention and lifting brand metrics over time.

• For brands, this highlights a new kind of creative opportunity: delivering delight has become a performance driver, not just a branding flourish. Snapchat's format puts users into the content—literally—helping brands tap into the personal expression and playfulness that keeps its core audience engaged.
• In a category where generative AI is often used for automation or efficiency, Snap is positioning AI as a creativity enhancer. Instead of text-based outputs or static visuals, Snapchat’s version of AI unlocks participation and shareability, especially among Gen Z.

The big picture: Global ad revenues are on a steady upward path, rising from $3.73 billion in 2023 to a projected $5.69 billion in 2027, per our forecast—nearly 53% growth over five years.

• Advertisers continue to increase their spend despite softening growth, suggesting sustained confidence in Snap's creative ad formats.
• After a steep drop in 2023, US ad revenues are expected to rebound, growing from $1.96 billion in 2023 to $2.64 billion by 2027.
• But despite recent updates, Snapchat isn't winning more of the average user’s time; time spent per day is flat or slightly declining, stuck at 7 to 8 minutes per day from 2022 to 2026, with modest YoY declines since 2023. Engaged users are slowly spending less time in the app, down from 31 minutes per day in 2022 to a projected 26 minutes in 2026.

Our take: The platform’s happiness research isn’t just a feel-good story—it’s a direct appeal to advertisers under pressure to show meaningful outcomes. In a world of mid-scroll ads and declining attention spans, joy may be one of the few remaining differentiators that actually moves the needle.

• Snapchat is leaning into what makes it different—a camera-first experience built around connection, play, and user involvement. Sponsored AI Lenses go beyond passive viewing to create moments that users want to share.
• Snapchat still faces stiff competition from bigger players like Meta and TikTok, but its focus on emotionally resonant, participatory formats gives it a distinct edge—especially for marketers who understand that performance doesn’t have to come at the expense of fun.