NEW YORK, NEW YORK - APRIL 15: In this photo illustration, a hand holds a phone as the Snapchat app is seen on April 15, 2026 in New York City. Snap made an announcement that it plans to eliminate about 1,000 jobs, which includes 16 percent of its full-time staff, as the company seeks to lower costs and increase its reliance on artificial intelligence. (Photo Illustration by Michael M. Santiago/Getty Images)
Are we witnessing a paradigm shift in the world of social media advertising? Snapchat is arguing that chat windows will become increasingly important screens in the future, and the messaging app has the necessary data to back up that assertion.
In India, Snapchat and Kantar teamed up to measure the impact of Sponsored Snaps. That’s the name Snap gives to spots that show in the Chat feed next to Snaps from friends and other acquaintances.
The study found that Sponsored Snaps combined with video delivered a 38-point lift in top-of-mind awareness among Indian Snapchat users. The format wasn’t just beneficial for advertisers — consumers dug it, too. 93% of respondents said that Sponsored Snaps fit naturally into their habits, while 94% claimed that Sponsored Snaps made it easier to share relevant ads with friends.
The study results build on previous findings. In April, Snap reported that Sponsored Snaps deliver two times more conversions per full-screen ad view compared to other inventory types.
The rise of Sponsored Snaps isn’t just about one particular format. Instead, Snap is forecasting a broader transition, with advertisers moving budgets from feeds to DM windows in search of consumer attention.
“We’re seeing a clear shift across the industry, where the most meaningful interactions are moving away from public feeds into personal conversations,” said Snap Head of India Ad Solutions Yagnesh Ravi in a statement. “Sponsored Snaps are designed for their environment, enabling brands to create immersive experiences within Chat.”
The shift Ravi speaks of is reverberating across the Big Tech landscape. Meta has souped up Instagram’s DMs by adding dozens of new features, and Threads recently gained enhanced chatting capabilities as well. YouTube has also tested direct messages in response to a “top feature request.”
Snap has a lot to gain from a greater investment in Sponsored Snaps. The app’s Q1 2026 earnings report met analyst expectations, but ad tech investments will need to pay off moving forward, or else Snap’s gains may disappear after 24 hours.
For years, the Federal Trade Commission has put pressure on digital content creators to properly…
Fanatics Collect is a platform hobbyists use to buy, sell, and grade trading cards. Now,…
'Tis the season for festive holiday beverages, and some of YouTube's biggest channels are raising…
Six years ago, Quibi bet its entire business model and nearly $2 billion on the…
There's been a lot of chatter lately about the increasing interweave of the creator industry…
Creators have already established themselves as the next generation of professional sports broadcasters. Can they…