Snapchat has always been a darling of the digital age, known for its friendly, fun vibes. It is seen as one of the most creative and kind brands in culture and especially in the digital brandscape. But in 2024 year, it cranked up the volume with a daring campaign that boldly says, “less social media.”

Snapchat’s campaign aims to distance itself from other social media platforms, which are often criticized for fostering superficial interactions and an endless pursuit of likes and followers. By proclaiming itself as “not social media,” Snapchat is inviting users to rethink their online presence. This positioning speaks directly to Millennials who are increasingly disillusioned with the pressures of maintaining curated online personas. The campaign encourages “less social media. More Snapchat” which implies a shift towards authentic connections and spontaneous interactions rather than performance-based engagement.

At BAV Group, we measure how people perceive brands and what role brands occupy in culture. When we looked at Snapchat among Millennials, we noticed that this audacious shift positioned the brand as 65% more daring, 25% more innovative, and 48% more distinct than other social media.

In a world of filters and facades, Snapchat shines as a beacon of authenticity. According to BAV data, Snapchat is seen as 4X more authentic than TikTok, 3X more caring than Instagram, 2.6X healthier than Facebook, and 1.6X more progressive than Pinterest. These stats aren’t just numbers; they underscore Snapchat’s commitment to fostering genuine relationships over superficial likes.

Snapchat’s daring branding strategy is reminiscent of its playful and sometimes rebellious spirit. The platform has always embraced a sense of mischief, from its disappearing messages to its fun filters. With this campaign, Snapchat is doubling down on its edgy identity, appealing to Millennials who appreciate brands that challenge the status quo.

Embracing a "naughty" strategy can transform a brand's identity, allowing it to stand out in a crowded marketplace. By adopting an edgy tone, brands like Snapchat break conventional norms and connect deeply with their audience, reinforcing values of authenticity and creativity.

In a culture that craves realness, this bold approach fosters engagement and loyalty, positioning the brand as a cultural movement rather than just a platform. Ultimately, a daring strategy can energize a brand’s image, making it more relatable and memorable while solidifying its influence in shaping cultural conversations.

Want to explore daring ways to differentiate your brand?
Contact us to schedule a 30 minute complimentary consultation.

Author: Natalia Restrepo
Director, Strategy and Insights

Natalia Restrepo has been working with BAV Group since 2013 in LATAM and North America. She has vast experience in assisting local, regional, and global clients by using data to solve their marketing challenges and answer business questions. Natalia has collaborated with brands like Pepsi, Bimbo, Abbott, Visa, Walmart, Ticketmaster, Target, and Telefonica to identify insights and opportunities in each market, which further guide both global and local marketing strategies.

Her passion for understanding people’s behaviors and interactions with brands has led her to work on strategy teams in various businesses, including advertising agencies, market research agencies, and consultants.

When Natalia is not working, she enjoys cooking, trying out new restaurants, and playing volleyball.

Connect with Natalia on LinkedIn

Opinion Party (Vol 4): Naughty or Nice
This article is from the fourth volume of "Opinion Party" from BAV Group, a collection of points-of-view from our brand experts, focusing on exploring what it means to be a naughty or nice brand and which brands landed on which list this year.