Nearly 1B Strong: Snapchat Has Retail’s Most Overlooked Audience

Social commerce is undergoing a fundamental shift as consumer decision-making moves into private, chat-centric environments. Snapchat, now reaching nearly 1 billion monthly active users with a significant demographic aged 35 and older, serves as a critical platform for this evolution. Sid Malhotra, Global VP of SMB and Mid-Market at Snap Inc., emphasizes that brands must abandon restrictive "last-click" attribution models that fail to capture the full customer journey. Instead, successful engagement requires authentic, conversational content that leverages creator influence and AI-driven interactions. By moving away from over-polished, traditional commercials toward native, lo-fi messaging, businesses can effectively reach new customers in the private spaces where they already spend their time. This approach allows brands to become part of the natural dialogue, ultimately driving higher incremental returns and long-term customer loyalty.