As it looks to even further play up growth in its top revenue markets, Snapchat has announced yet another promotional campaign, this time to focus on togetherness and community in the app.
This new "Less Likes. More Love" promotion continues in the same vein as the "Less Social Media. More Snapchat" push that Snapchat launched back in February as part of a broader effort to draw attention to the connective role Snap plays in bringing people together.

The core focus of the campaign remains that Snapchat is not actually about spreading your life out for strangers, but more about connecting with friends, and keeping up relationships with closest buddies.

Snap has stated:

It may seem to others that we're social media, but Snapchatters know we are not. More than a text or social post, a Snap is a different experience. Every new Snap connects a friend and lets everyone have fun and be wowed by one another's creativity.

Which this new video underlines, through surreal means, and which it does seem like an effective way to show off the more enclosed community feel of the app-where you can share your less guarded, more playful moments.

As is commonly noticed, Snapchat is pushing harder to gain more attention in the North American market to squeeze out more revenues. However, Snap has maintained relatively steady growth and is at 422 million daily active users. Much growth, however, has occurred within emerging markets during more recent periods, with India being quite an important contributor towards the uptake of Snaps.

However, Snap is now more focused on building its U.S. and E.U. users as it can make greater ad revenue with them.

That's hard to say how impactful that will be, given that you would probably assume that most of the target audience Snap has in these regions would know about the app by now, but this is a good-looking promo, which could provoke even more interest and get more people involved in the app.

And certainly, Snap's efforts thus far have borne fruit. In Q1, Snap posted a 21% year-over-year increase in revenue.

Maybe, then, promotions like this really are quite effective.

Snap says the new promos will run online and on TV in the U.S. and U.K.