Snapchat studies Chat ads as culture moves “from public feeds into personal conversations”

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.