02 Sep Is SnapChat Really Dying? The 2025 Update
A few years ago, Snapchat was the social media darling of Gen Z. Its disappearing messages, playful filters, and Stories feature changed the way we connected online. But fast forward to 2025, and the conversation sounds very different: with TikTok exploding, Instagram cloning its best features, and U.S. users starting to log off…many are asking: is Snapchat finally dying?
Let’s take a look at the numbers, the competition, and what this means for your business.
📉 The Numbers Tell a Story
- Global users are still climbing – Snapchat hit 469 million daily active users (DAUs) in Q2 2025, up 9 million from the previous quarter.
- U.S. & North America are slowing down – In fact, Snapchat lost users in North America while growth came mainly from overseas. And since the U.S. market is where Snapchat earns the most revenue per user, that’s a big problem.
- Ad reach is dipping – Between early 2024 and early 2025, Snapchat’s potential U.S. ad reach shrank by about 210,000 users (−0.2%).
Bottom line? Snapchat isn’t dead yet, but in the U.S., it’s showing signs of fatigue.
🥊 Instagram & TikTok: The Fierce Competitors
Snapchat’s biggest challenge isn’t just user churn—it’s competition.
- Instagram Stories & Reels completely mimicked Snapchat’s disappearing content format, and with Instagram’s larger user base, it quickly stole the spotlight.
- TikTok dominates Gen Z – The average U.S. TikTok user spends nearly an hour a day scrolling. Engagement is sky-high, leaving Snapchat struggling to keep up.
- Ad dollars follow attention – Marketers are finding better returns investing in Instagram Reels and TikTok ads, where audiences are both bigger and more active.
For Snapchat, it’s like trying to hold onto water in your hands—the harder they try, the more slips away.
🌟 Where Snapchat Still Shines
Don’t count Snapchat out just yet. It still has unique advantages:
- AR Filters & Lenses – Snapchat pioneered augmented reality in social media, and it remains one of the best platforms for fun, creative brand activations.
- Private & Group Messaging – Unlike TikTok or Instagram, Snapchat remains a top choice for peer-to-peer communication among loyal users.
- Niche Engagement – While smaller than competitors, its core base of younger users can still make it a smart choice for brands targeting very specific demographics.
Snapchat is still fun, and for some audiences, it works.
📌 What Businesses Should Consider
If you’re weighing Snapchat in your marketing mix, here’s the takeaway:
- ✅ Check your audience first – If your customer base is under 25, Snapchat may still be worth testing with small budgets. Overall, TikTok and Instagram will give you better reach.
- ✅ Lean into AR – Filters, lenses, and interactive experiences are where Snapchat shines. Even if you’re not active on Snapchat, the creativity it introduced can inspire your campaigns on other platforms.
Remember Snapchat’s impact – Its quick rise and playful style forever changed how we communicate online.
🚀 Final Thoughts
So, is Snapchat dead? Not quite. Globally, the app is still alive and well. But in the U.S.—the most lucrative market—it’s losing steam fast. For most businesses, the smarter move in 2025 is to prioritize Instagram and TikTok, while using Snapchat as a niche add-on for younger audiences.
At Life In Motion Marketing, we keep a pulse on these shifts so you don’t have to. Want to know which platform makes the most sense for your business? Give us a call at 817-431-9861 and let’s build a strategy that actually drives results.