Snapchat is the New Destination for B2B Marketing

For years, B2B marketing has treated business decision-makers as a single audience, reachable in the same places, with the same messages. But in reality, B2B buyers are consuming content across many platforms and different moments of the day, often outside of traditional ‘professional’ environments. This means a one-size-fits-all channel strategy no longer works. To be effective, brands need to meet B2B audiences where they already spend time, in environments that feel natural, engaging, and personal.

To better understand these audiences and their habits, Snapchat commissioned GWI to conduct a survey in the US of over 2,254 professionals aged 18-45, across three categories: business decision-makers, entrepreneurs, and small- to medium-sized business owners. Our research reveals a high-value audience that isn't just scrolling; they are building businesses, managing budgets, and looking for inspiration for their next professional tool. Here's what we found on the decision-making audience on Snapchat:

Snapchatters are commercially influential

Working professionals on Snapchat have real decision-making power and are more commercially influential than non-users. At the same time, the platform attracts a growth-focused generation.

Snapchat attracts influential business leaders

Professionals on Snapchat span life stages, seniority levels, industries, and company sizes. Snapchat reaches influential B2B audiences, who are looking for innovative tools and insights and are expanding where they go to find them.

Professionals on Snapchat are an optimistic audience with an entrepreneurial mindset, preferring to create their own career paths rather than follow traditional ones. In fact, they are 2x as likely as non-Snapchatters to run or be actively setting up a side business. Among SMB owners on Snapchat, e-commerce/online retail and freelance / consulting are the most popular business categories.

The Power of Social, AI, and Creators on B2B Marketing

Alongside building side businesses and influencing spend, social and AI are shaping how professionals on Snapchat work. When it comes to finding new ideas or business tools, social media is their #1 source of inspiration, and AI is transforming how they work.

When it comes to the content they’re consuming on the platform, Snapchat’s creative environment unlocks new B2B storytelling opportunities, and six in 10 Snapchatters think that Snapchat could play a bigger role in helping small businesses or entrepreneurs to grow. Daily Snapchatters are particularly eager to see creator-led content and brand stories, and they’re receptive to advertising within this space. Among small- to medium-sized business owners specifically, there is a clear demand for entrepreneurship and startup stories, as well as the opportunity to hear directly from experts, content creators, and CEOs.

Snapchat’s less corporate, more authentic feel creates an opportunity to use expert- and creator-led storytelling as well as unique ad placements to connect with professionals and drive meaningful action.

Ready to reach business decision-makers on Snapchat? Reach out to your Snap sales representative or get started here today.