New Snapchat campaign promotes ‘Less’ social media


Social platform Snapchat has launchd a new brand campaign “Less Social Media. More Snapchat” as it embarks on a journey to demonstrate to the world what makes Snapchat different from social media, and the role it plays in our society.

Snapchat – less social media

Snapchat said it was built during the dawn of social media when people were starting to feel pressured to post just the perfect stuff. Social media was becoming a popularity contest with users chasing likes, comments and followers.

Less is more: Snapchat OOH champions kinder social media for all.

The picture sharing platform was designed to offer people an alternative. Ephemerality, privacy and “real friends only” were early Snapchat tenets.

Snapchat said number one use case is (and always has been) messaging with friends, not scrolling through a public feed. And it’s not for engaging with huge networks of people.

Snapchat has never had public social comparison metrics such as “likes” and it doesn’t tool its algorithms to spread harmful content and misinformation.

“We may look like social media to some, but Snapchatters know we’re not”, the brand said on its blog page.

“We’re the place three out of four 13-24 year olds in over 25 countries go every day to communicate privately with their close friends. We’re not social media, we’re Snapchat.”

Led by Chief Creative Officer Colleen DeCourcy, the company is launching a 360 marketing campaign that includes a TV ad, out-of-home, print, and digital ads that take a look at the stark differences between Snapchat and social media platforms.

This will include: 

  • A TV spot airing during the 66th Annual Grammy Awards in the US on Sunday, February 4th.
  • Bold out-of-home placements along popular roadways and high-foot-traffic locales in key cities, including New York, Los Angeles, Atlanta, Denver, Dallas, Philadelphia, Nashville, St. Louis, and Chicago.
  • A full page ad in The New York Times’ Sunday Times, as well as takeovers on their digital properties.
  • Amplification across platforms such as Reddit, Meta, YouTube and digital banner ads.
  • And in the UK, Snapchat is wrapping iconic taxi cabs with bright and bold “Less Social Media. More Snapchat.” creative, as well as running digital ads.

DeCourcy said: “Snapchat was built differently from the very beginning as a place where people can be their real selves with their real friends.

“With this campaign, we want to show the world exactly what Snapchat is not, and what it really is.

“We are shining a light on the unfiltered, bright yellow world of Snapchat, where people can easily share what matters to them in the moment, with the people that matter to them most.”