Snapchat is making a silent comeback. Numbers are strong, and marketers love the platform. If GenZ is your audience, I warmly recommend you consider Snapchat. My points in the deck. How do you like the format? Over the Christmas break, I found myself appreciating different perspectives and how important it is to step away from our daily "bubbles". My wife's nieces (15yo and 13yo) Social Media usage: 1. Snapchat - heavy use, chat, fun filters, location sharing 2. TikTok - heavy use, fun videos, practice dancing 3. Instagram/Facebook/Messanger - occasional, connect with "older people" 4. YouTube - infrequent, short videos Quite different vs other age groups. What surprised me? Snapchat has got privacy right. The app is geared towards communicating 1 to 1, or within a small group vs TikTok is all open. And this builds trust. For example, users are completely OK to share their locations among friends.