Snapchat recently released a new report on user experience, which also explores how user feedback data can extend to brand promotion and potentially lead to more positive user engagement. The report was conducted by Eye Square on behalf of Snap as part of its 2026 "Breadth of Engagement study," covering user feedback from 13 global markets and providing an overall observation of user reactions and engagement across different social apps.

Given that the report was commissioned and published by Snap, it is not surprising that Snapchat is listed as a leader in several key dimensions. First, the data shows that about three-quarters of Snapchat users believe the time they spend on the app is "meaningful," the highest proportion among major platforms.

Of course, "meaningful" is a relative concept and largely depends on how the question is framed, and Snapchat has not disclosed the specific survey wording. But conceptually, the data suggests that Snapchat users find the app more engaging and more relevant to their lives than other social apps.

The data also shows that Snapchat plays a key role in fostering relationships and helping users stay connected. Similarly, due to factors such as audience composition not being fully disclosed, it is difficult to take this as conclusive. But based on the published results, Snapchat leads Facebook in several key categories related to social engagement.

Snapchat says this means its platform offers brands more opportunities for expansion. Based on these insights, Snapchat claims that because of users' mindset on the platform, they are also more open to brands building connections within the app.

"When people open Snapchat, they want to connect with the people they care about," said Snap. "This intentionality makes time meaningful and gives brands value within it."

Snapchat added that when ads appear in this connection-oriented environment, these campaigns achieve better unaided recall, higher favorability, and stronger purchase intent.

The study also examined how Snapchat ads can enhance the effectiveness of Facebook video ad campaigns. The results show that by connecting with consumers on both apps simultaneously, user responses are significantly boosted.

"For advertisers already invested in social video, adding Snapchat is not about replacing what works," said Snap. "It's about unlocking incremental value in the intimate, connection-first environment where Snapchat lives."

Snap believes these data points underscore the importance of brands being present where people are making social connections. Brand promotions appear alongside real conversations between close friends on Snapchat, and Snap says this connection benefits from a "halo effect of trust and acceptance that feed-based platforms cannot replicate."

Showing brands in a more receptive and responsive engagement environment may indeed have its benefits. However, based solely on partial data from Snap's report, it is difficult to fully assess this. Nevertheless, the report still provides some additional considerations that may help marketers grasp Snapchat's potential.