Snapchat is a fast and fun way to share moments with friends and family through pictures. The messaging app lets users easily message friends, view Live Stories from around the world, and explore news in Discover.
TL;DR
- Snapchat reaches 3.42 million monthly show viewers in Australia, with 1 in 4 Australians using the platform.
- The audience skews Gen Z and Millennial, though brands can reach more than 40% of users aged 34 and above.
- Daily users open the app around 30 times per day and spend 3 to 4 hours on mobile.
- Ad formats span skippable video, premium non-skippable placements, and branded Augmented Reality lenses.
- Brands can target audiences by location, viewing behaviour, and community matching.
Who Uses Snapchat in Australia?
Snapchat has a strong and growing footprint in Australia. Key audience facts include:
- 3.42 million monthly users watching shows on the app in Australia
- 1 in 4 Australians use Snapchat
- The primary user base is Gen Z and Millennials
- Brands can reach over 40% of users aged 34 and above
- Users spend between 3 and 4 hours on mobile daily
- The monthly addressable audience sits at 7 million
Snapchat users communicate differently. Rather than text, they connect through pictures and videos. On average, over 60% of users create Snaps with the camera every day, and the typical user opens the app 30 times a day.
Quick Summary: Snapchat's Australian audience is large, highly engaged, and mobile-first. It skews younger but extends meaningfully into the 34 and above bracket, making it a viable channel for brands targeting a broad age range with visual, short-form content.
How Brands Can Target on Snapchat
Snapchat allows brands to target audiences in ways that go beyond standard demographic filters. Options include:
- Anonymous community matching to connect with relevant users in the Snapchat ecosystem
- Location-based targeting using real-world visitation patterns
- Content-based targeting based on what users watch on Snapchat
What Ad Formats Does Snapchat Offer?
Snapchat provides three core ad formats, each suited to different campaign objectives:
Skippable Formats
Your creative video asset runs across specific placements using formats including GIF, still image, cinemagraph, and video. These formats offer flexibility for performance-driven campaigns.
Premium, Non-Skippable Formats
Your ad is shown exclusively within Snapchat Shows, which are brand-safe premium content. This format is recommended for brand awareness activity where guaranteed viewability matters.
Augmented Reality (AR) Lenses
Snapchat's AR capability is one of its most distinctive features. On average, more than 75% of daily active users play with or view lenses every day. Brands can customise and create their own lenses, giving audiences an interactive, immersive brand experience.
| Format | Skippable | Best For |
|---|---|---|
| GIF / Still / Cinemagraph / Video | Yes | Performance and reach |
| Snapchat Shows | No | Brand awareness |
| AR Lenses | N/A | Engagement and brand experience |
Ready to Add Snapchat to Your Next Campaign?
To find out more about integrating Snapchat into your next campaign, reach out to your ADMATICian.