Snapchat Study Reveals Brands Must Adapt to New Digital Conversation Norms

Snapchat's new research finds that consumers now consider emojis, memes, and DMs as legitimate forms of conversation, opening new opportunities for brand engagement beyond traditional communication channels.

A comprehensive study by Snapchat, in partnership with Magna's Media Trials program, reveals that marketers need to rethink their approach to digital communication as consumer definitions of "conversation" have dramatically expanded. The "Conversation Advantage" report, released December 18, 2025, analyzed responses from over 12,800 participants across five regions to understand how modern audiences interact in today's digital landscape.

The evolving definition of conversation

Today's consumers have broadened their definition of what constitutes meaningful conversation. Digital interactions featuring emojis, stickers, GIFs, and memes are now considered legitimate conversational exchanges on par with traditional text messaging and phone calls.

"Digital interactions are increasingly expressive, leaning into formats like emojis, stickers, GIFs, and memes to convey tone and emotion," Snapchat notes in the report. "The key driver for this shift? Self-expression and the desire to communicate in clearer and more dynamic ways than text alone."

This evolution presents significant opportunities for brands seeking to connect with audiences. According to the research, 94% of consumers are open to receiving brand communications through various digital channels, including emails, SMS, direct messages, and chat pop-ups. Particularly notable is the popularity of direct messages, with 77-86% of consumers (depending on the market) expressing openness to receiving DMs from brands.

The findings suggest that brands limiting themselves to traditional communication methods may be missing valuable engagement opportunities. As platforms like Snapchat continue to develop new features that facilitate these alternative forms of connection, marketers should consider expanding their comprehensive Snapchat marketing strategies accordingly.

Snapchat-specific insights

The report highlights the effectiveness of Snapchat's own advertising tools in leveraging these evolving communication preferences. An impressive 93% of users reported noticing Sponsored Snaps, with 59% opening them organically without prompting. Furthermore, 20% of users naturally opened brand chats a second time for further interaction.

These statistics underscore the potential of Snapchat's platform as a medium for brand-consumer conversations. As Gen Z and Millennials increasingly gravitate toward visual and interactive communication, Snapchat's format appears particularly well-suited to meet these preferences.

Visual communication impact on engagement

The study also revealed that visual communication elements significantly increase engagement metrics. Posts containing emojis, GIFs, and memes generated 37% higher response rates compared to text-only communications. This aligns with broader industry trends showing that visual content typically generates 6.5 times more engagement on social media platforms, highlighting the importance of incorporating these elements into brand communication strategies.

Best practices for brands

The report offers several recommendations for brands looking to capitalize on these communication trends:

1. Embrace conversational tone

The research indicates that consumers respond best to brand communications that feel authentic and personal. Using casual language, incorporating visual elements, and adopting a friendly tone can help brands connect more effectively.

2. Utilize multiple formats

Rather than relying solely on text-based communications, brands should experiment with various formats including emojis, GIFs, and visual content to better align with modern conversation preferences.

3. Respect timing and frequency

While consumers are open to brand communications through multiple channels, the report emphasizes the importance of respecting boundaries regarding timing and frequency of contact.

For marketers implementing these insights, the path forward involves developing more dynamic, visually rich communication strategies. Similar to how friends might communicate through a mix of text, images, and emojis, brands should aim to create more expressive and authentic interactions with their audiences.

Businesses that implement customer experience transformation strategies incorporating these new conversational norms often see significantly higher engagement rates and stronger brand loyalty among younger demographics.

How to implement these findings

Brands looking to leverage these insights can begin by auditing their current communication strategies and identifying opportunities to incorporate more diverse interaction styles. This might include:

Training social media teams to engage with consumers using visual elements and conversational language that mirrors how users naturally communicate on each platform.

Developing DM marketing strategies that respect user preferences while maximizing engagement.

Creating content that encourages two-way interaction rather than one-way broadcasting.

Cross-platform application

While the study focuses primarily on Snapchat, these conversational trends extend across multiple platforms. Brands should consider how these insights apply to their entire digital ecosystem, adapting the specific implementation to match the unique characteristics of each platform while maintaining a consistent conversational approach.

The full "Conversation Advantage" report, which spans 34 pages, offers additional detailed insights that marketers can use to refine their approach to digital communication. The report is available for download through Snapchat's website.

Why this matters for marketers

As digital natives continue to shape communication norms, brands must adapt to remain relevant. What this research ultimately suggests is that the line between formal and informal communication is blurring, and consumers increasingly expect brands to engage with them in ways that feel natural and authentic.

Much like the shift from formal letters to casual emails transformed business communication in previous decades, today's evolution toward visual, emoji-laden conversations represents a fundamental change in how people connect. Brands that recognize and adapt to these changes stand to benefit from stronger consumer relationships and more effective engagement.

Marketers looking to stay ahead of the curve should explore innovative social media marketing ideas that incorporate these new conversational elements while maintaining their brand voice and strategic objectives.

For social media managers, content creators, and marketing strategists, these findings provide valuable direction in crafting more effective digital communication strategies that align with modern consumer expectations. As platforms continue to evolve and new communication tools emerge, staying attuned to these changing preferences will remain crucial for marketing success.