Gen Z and Snapchat in 2025: how the platform shapes trends, communication, and digital culture
- martinagvisionfact
- 4 days ago
- 4 min read
Author: Chiara Veri
Introduction
Generation Z, known for growing up with smartphones in their hands, has established a special relationship with Snapchat, characterized by authenticity, spontaneity, and intimate communication. In 2025, despite fierce competition from TikTok, Instagram, and other emerging apps, Snapchat continues to maintain its unique relevance thanks to its mix of AR, AI, and personal interaction that perfectly connects with the digital values of young people.
Why Gen Z still loves Snapchat
Generation Z still loves Snapchat for its authenticity and real-time sharing, including blurry images and long voice conversations, valued as a means of showing themselves as real and not perfect, because it’s important to keep in mind that perfections doesn’t even exist. Additionally, Snapchat offers a more private and intimate setting where you don't have to show off your best qualities or seem flawless, so the atmosphere there is less manicured than on Instagram or TikTok. Finally, Snapchat has a solid community and friendly interaction, with features such as close friends and voice chats allowing for real and lasting connections.
Snapchat features that drive engagement in 2025
There are a bunch of Snapchat features that drive engagement in 2025: let's start with smart AR lenses, “image lenses” that generate images from descriptive prompts, and other lenses that let you do fun and creative transformations. In addition, the advanced “my Ai” chatbot is an important element, born from models such as CPT and Gemini, which helps with answers, advice, or simple everyday conversations. Another point is Spotlight as a creative springboard, a platform for visibility and monetization for young creators that does not lead to a loss of authenticity. Then there is Snapchat together with personalized futures, Bitmoji, and Snap Modes.
Snapchat and Gen Z communication habits
As for the communication habits of Generation Z and Snapchat, we are talking about ephemeral content vs. permanent posts, as stories and short messages are preferred because they stimulate spontaneity and authenticity. In addition, we see streaks and private stories as relational signals: “friendship points”, streaks, and “best friends” become true indicators of emotional bonds. Infinite mixes of text, video, and AR in everyday dialogue: chats, videos, lenses, Bitmoji, and AI stickers personalize every conversation.
Snapchat's role in digital culture
Trend origins: Viral lo-fi filters and blurs: blurred lenses have been viewed over 3.2 billion times.
Memes, slang, and microcultures: visual languages and inside jokes are born and spread through Snap, often faster than on other platforms.
Compared to TikTok and Reels: while TikTok dominates viral video and Instagram focuses on aesthetics, Snapchat preserves an imperfect but authentic aesthetic, ideal for genuine content.
Snapchat as a career and branding tool
Let's talk about emerging creators on Spotlight, where young talents make a name for themselves through short, authentic videos, finding opportunities to earn money. In addition, we refer to AR ads for authentic brands, as AR campaigns enable unique experiences and genuine relationships with Gen Z. Finally, micro-influencers on Snapchat: the private and spontaneous context encourages real collaborations, with high trust and engagement and you’ll feel like having found a best friend.
Challenges and criticism
We can still mention some challenges and criticisms, but first we should address privacy and screen time, as Snapchat's features and the widespread use of voice chat can become a cause for concern. In addition, it’s also important to talk about competition: TikTok, Threds, and other apps are gaining importance, and Snapchat must continue to innovate in order to remain relevant. Finally, let's talk about Gen Alpha and the future, because although many younger people already use Snapchat, we cannot know whether this app will remain central or be replaced by new, more immersive tools.
Despite its extreme popularity, Snapchat faces a growing number of critical issues: the first one concern privacy and data management, with photos, filters, and geolocation often creating questions about security, the substance, and commercial use of the information that has been found.
There are also issues about the effects of usage time and mental well-being. In fact, educators and psychologists often state that intensive use can cause addiction, social anxiety, and pressure to always be “connected,” especially among younger people.
On the market side, competition is increasingly fierce: TikTok, Instagram, and BeReal offer similar or different experiences and put pressure on Snapchat's ability to innovate and maintain its user base.
Finally, innovations in AR and AI, while a competitive advantage, also carry various risks. If seem as invasive, complex, or unclear, these innovations could create mistrust and fear or alienate some users instead of retaining them.
Conclusion
In 2025, Snapchat maintains its important lace in the digital lives of Generation Z, as it is considered a platform that express creativity, real connection, and authenticity through AR and short, fast content. We cannot know if Snapchat will remain relevant to the next generation Gen Alpha, as this will depend on its ability and work to evolve without losing its distinctive elements of spontaneity and intimacy. But for now, Snapchat is an integral part of young people's digital identity.
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