Snapchat continues to be a powerful platform, playing a key role in product discovery, according to a new report on social shopping habits. When asked whether they’ve made purchases influenced by content on major social apps, Snapchat led the way, with 85.6% of its users making a purchase after seeing a creator promote a product in their feed.

Snapchat has proven to be more influential in driving user shopping activity than TikTok, X, or Instagram, with YouTube ranking surprisingly lower. This is unexpected, given the retail success of YouTube creators like MrBeast and Logan Paul. Despite their examples, Snapchat remains the top platform for connecting influencers with consumers, likely due to the heightened sense of intimacy and trust within the app.

According to eMarketer’s survey, creators are especially effective at driving purchases among Gen Z. The report states:

“82.0% of 15-to-26-year-old shoppers (who are frequent Snapchat users) made a purchase because of influencer content, compared to only 18.8% of baby boomer shoppers. Interestingly, Gen X also showed a relatively high rate, with 40.8% making creator-driven purchases.”

Facebook, on the other hand, had the lowest rate of creator-driven shopping, which isn’t surprising given that its platform is less geared towards fostering creator-consumer connections and amplifying trends.

Overall, the key takeaway is the significant role Snapchat plays as a purchase driver, which is important to keep in mind for influencer marketing strategies. Snapchat’s own research aligns with these findings, showing that its users are becoming increasingly open to online shopping.

Given Snapchat's strong influence on shopping behavior, especially among younger audiences, it makes sense to consider partnering with relevant Snapchat influencers to enhance your marketing efforts. Leveraging the platform’s unique connection with users could be an effective way to boost results, particularly when targeting Gen Z consumers.