347 million daily active users (DAUs) and have been growing quarter over quarter since Q4 2018. Snapchat is one of the most popular social media platforms out there.

Snapchat has a diverse user base but has historically been a Millennial and Gen Z favorite in the US and globally. According to Snap Inc.’s internal data from Q2 2022, over 75% of 13-34-year-olds in over 20 countries use Snapchat.

But what do the hundreds of millions of users see? And how can brands use Snapchat’s reach and features to reach the right audience for their product or service?

The answers to these questions boil down to three things:

Creating great organic content and paid ads that resonate with users.

Understanding and working with the platform’s algorithm.

Designing a Snapchat-specific social media campaign.

As we’ve come to expect from other social media platforms, Snapchat’s algorithms and terminology are always changing, which can be confusing for nonusers of the app. For consumers, brands, and advertisers, we aim to break down how Snapchat’s algorithms work and how you can use them to your advantage.

What is the Snapchat Algorithm?

Like Facebook and Instagram, Snapchat’s algorithms are designed to show content that’s most relevant to each user. The goal is simple: show highly relevant content to millions of active users every day. But to do that, there are rules and guidelines that need to be followed.

We often refer to social media algorithms in the singular, but there are multiple algorithms that operate on any given platform. On Snapchat, there are multiple algorithms: Best Friends, Discover page, Spotlight, Face Detection, and Stories algorithms. Let’s break them down.

Snapchat Best Friends Algorithm

On Snapchat, your Best Friends are the people you Snap and Chat with most. This feature is designed to make the user experience better by making it easier to connect with those you interact with most. Users can’t see each other’s Best Friends lists, but there are ’emoji indicators’ that show shared best friends. This is explained in more detail in the Snapchat Emoji Meanings section, where you can learn what each emoji means.

Users can have up to 8 Best Friends, all of whom are displayed on the ‘Send To’ screen when you send a Snap and in the Chat section of their profile. This visibility encourages users to engage more with their closest friends and creates a sense of community within the app.

How Does it Work?

Snapchat is very secretive about the algorithm that determines the Best Friends list and the factors that influence the ranking. But we do know that the list updates in real-time as you interact with different friends. Because the Best Friends list is dynamic, it can change frequently based on your interactions, so it’s a reflection of your current social circle.

Before 2018, the algorithm looked at user interactions over the past week and created a list in order of most interactions. So, if you were snapping or messaging someone frequently, they would likely be on your Best Friends list. But this had its limitations as it didn’t capture the nuances of friendships.

Now, the algorithm is more advanced and looks at broader engagement metrics. It takes into account:

Group Chats: Participating in group chats can influence your Best Friends list as it shows a level of social interaction beyond one-on-one snaps.

Number of Snaps Sent and Received: The total number of snaps you send and receive with a friend is a big factor in their ranking.

Frequency of Chats: Chatting with someone regularly, whether through text or voice messages, can bump them up the Best Friends list.

Engagement with Stories: Engaging with a friend’s Stories by viewing or responding can also contribute to their ranking.

So the algorithm has gotten better at understanding what a friendship is. It knows friendships aren’t just about the quantity of interactions but also the quality and variety of those interactions. This means Snapchat can show a more accurate representation of your social circle.

Best Friends Algorithm Impact

The Best Friends algorithm not only makes user experience better but also how users behave on the app. By highlighting your closest friends, Snapchat encourages you to maintain and strengthen your relationships. This can lead to more usage of the app as you’re more likely to reach out to your Best Friends for spontaneous conversations or shared moments.

Also, the Best Friends list can impact how users perceive their social standing on the app. For example, if someone sees they’re not on someone’s Best Friends list, they may be more active to get back on that list. This can create a sense of competition and motivation to stay connected.

Snapchat Discover Page Algorithm

As the name suggests, the Discover page is designed to help you find new content the app thinks you’ll like. This is based on a combination of user-provided information and their history on the app. The Discover page is like a newsfeed. It shows you a variety of content based on your preferences. It also includes Sponsored content and Subscriptions – content you’ve opted in to see more of.

Discover

You can access the Discover section by swiping left on the Camera screen, where you’ll find a curated feed. Below Stories from Friends, the Discover section features content from Snapchat’s publishing partners, which includes:

Brands: Companies that want to engage with their audience through creative storytelling and advertising.

Entertainment and Media Outlets / News Sources: Trusted sources that provide news, entertainment, and lifestyle content to keep you informed and entertained.

Creators, Snap Stars, Celebrities, and Influencers: Popular figures that share their perspectives and content, often sharing behind-the-scenes and personal stories.

Sponsored Stories: Ads that blend in with the Discover feed so brands can reach you in a more organic way.

Discover Algorithm

The Discover algorithm determines what content shows up in your feed. It looks at:

User Engagement: The algorithm tracks how users interact with different types of content. This includes time spent watching a story if they swipe up for more info and how often they share or comment on posts. More engagement means the content is relevant and enjoyable.

Content Preferences: Based on your viewing history and interactions, the algorithm learns your preferences over time. For example, if you frequently engage with entertainment content, the Discover section will show you more of that type of content.

Demographics and Location: The algorithm also looks at demographic information and location to show you content that’s culturally relevant and timely. So you get news and updates that are relevant to your interests and background.

Trending Topics: The Discover section often shows trending topics and popular stories, so you’re in the know about what’s current. This can be viral videos, breaking news, or popular challenges.

Advertising for Brands

The Discover section is perfect for brands that want to advertise through Snap Stories. Story ads are a series of 3-20 single-image or Video Ads that users can watch by tapping a branded tile in the Discover section. Brands can tell a more comprehensive story and engage users in a more dynamic way.

Targeted Advertising: Brands can use the Discover algorithm to target specific audiences based on their interests and engagement patterns. This targeted approach means you’ll reach users that are more likely to engage with the content.

Creative Storytelling: The format of Story ads encourages brands to be creative and engaging. By using eye-catching visuals and compelling copy, brands can grab users’ attention and drive higher engagement rates.

Analytics and Insights: Brands can see analytics to measure their ads performance so they can refine their strategy and optimise future campaigns based on user feedback and engagement metrics.

Snapchat Spotlight

Snapchat launched Spotlight in late 2020 as their response to TikTok and Instagram Reels. This new feature allows users to create and share short-form videos, tapping into the growing trend of video content consumption. To get to the Spotlight section, just swipe left on the Stories screen, where you’ll find a feed of videos that are relevant to you.

How Does the Spotlight Algorithm Work?

Like most content on Snapchat, what you see in the Spotlight section is mostly based on the information Snapchat has about you, including your past activity and engagement patterns. The algorithm shows you content that’s not only relevant but also highly engaging and entertaining. Here are some of the factors that influence the Spotlight algorithm:

User Engagement: The algorithm shows videos that get high engagement, views, likes, shares, and comments. If a video performs well with users, it will be promoted in the Spotlight feed.

Content Originality: All Spotlight content must be original and user-generated. This emphasis on authenticity means creators can showcase their individuality and creativity, and the platform is a space for diverse content.

Viewer Preferences: The algorithm looks at your viewing habits and preferences. If you frequently engage with certain types of content (comedy, dance, DIY videos), the algorithm will show you more of that type of content.4. Trending Topics: Spotlight also shows trending topics and challenges, so you’re exposed to the latest viral content. This keeps the platform fresh and encourages users to participate in popular challenges.

User Generated Content

Spotlight content is unique in that it’s all user generated video content that has been submitted to be featured. Creators of all follower counts can submit their content to be featured in Spotlight by selecting ‘Spotlight’ at the top of the ‘Send To’ screen. This means a wide range of creators can show off their skills and get discovered on the platform.

Submission Guidelines: To keep the Spotlight content high quality and authentic there are some guidelines that creators must follow. Sponsored Snaps cannot be submitted and no products or services can be sold within the Spotlight video. This means the content will be entertaining, not promotional.

Monetization: Snapchat has also introduced monetization opportunities for creators through Spotlight. Creators can earn money based on the performance of their videos, so they’ll invest time and effort into creating high-quality content.

Creators and Users

Spotlight has had a big impact on both creators and users on Snapchat. For creators it’s a platform to get discovered and potentially monetize their content; it’s a sense of community and collaboration. For users, it’s a constant stream of entertaining and diverse content to enhance their overall app experience.

How Does the Snapchat Face Detection Algorithm Work?

Snapchat Lenses uses advanced technology to apply augmented reality (AR) effects to your face to make the app more interactive. At the heart of this technology is the Viola-Jones algorithm, which is the face detection algorithm. Here’s a breakdown of how it works and what it means for users and advertisers.

Viola-Jones Algorithm

The Viola-Jones algorithm is a face detection method that works on the principle that most people have similar facial structures and features, called Haar Features. These features are various parts of the face, eyes, nose, mouth, etc, which the algorithm looks for to detect a face in an image.

Haar Features: The algorithm uses a series of simple rectangular features to detect facial components. By looking at the contrast between adjacent rectangular regions, it can quickly determine if a particular area of an image contains a facial feature.

Cascade Classifier: The Viola-Jones algorithm uses a cascade classifier, which means it processes images in stages. Each stage filters out nonfacial regions so the algorithm can focus computational resources on areas that are more likely to contain a face. This makes it much faster for real-time applications like Snapchat.

Active Shape Model

Once the Viola-Jones algorithm detects a face, Snapchat uses the Active Shape Model to fully detect and map the facial features. This model has been trained on a dataset of “average faces” to detect the borders of facial features accurately.

Feature Detection: The Active Shape Model looks at the detected face and finds the key landmarks, eye corners, nose tips, and mouth edges. By knowing the relative positions of these features, the model can create a detailed face.

3D Modeling: With the training, the Active Shape Model can use machine learning to create a 3D model of the face. This model can move and scale in real-time, so Snapchat Lenses can adapt to the user’s facial expressions and movements. This interactive experience makes the AR effects feel more immersive and real.

Snapchat Lens Web Builder

For advertisers, Snapchat offers the Lens Web Builder, a tool that allows brands to use Snapchat’s AR technology to create 3D Lens campaigns. This feature lets brands design custom Lenses that users can interact with to engage with the brand in a fun way.

Design Lenses: Brands can use the Lens Web Builder to create custom Lenses with their branding and messaging. This tool has a simple interface to design lenses that can be shared and used by Snapchat users.

Brand Visibility: Like Filters, Sponsored Lenses must have a visible logo or brand name. This ensures that while users are having fun with the Lens, they are also aware of the brand behind the Lens. This visibility can help with brand recognition and recall.

What do Friend Emojis Mean on Snapchat?

On your Snapchat Friends list you may see some friends have emojis next to their name. Each Friend Emoji has a different meaning to help you understand your relationships and interactions in the app. Here’s what each means:

Yellow Heart Emoji

The single yellow heart (💛) means you are each other’s #1 Best Friend, aka Bestie! This is the person you send the most Snaps to and who sends the most Snaps to you. It means you have a strong mutual connection and interact frequently.

Red Heart Emoji

The single red heart (❤️) means you have been each other’s #1 Best Friend for two weeks in a row. In Snapchat’s world this is your BFF (Best Friend Forever) and means you have a consistent and close friendship.

Pink Hearts Emoji

The double pink hearts (💕) means you have been each other’s #1 Best Friend for two months in a row. This is your Snapchat Super BFF, which means a long-term and firm friendship that has lasted.

Smiley Emoji

The smiley (😊) means this person is one of your Best Friends but not your Bestie. This is someone you send Snaps to often, and they are one of your close friends but not #1 in your interactions.

Grimacing Emoji

The grimacing (😬) means Mutual Besties. If you see this emoji next to a friend’s name, it means your Bestie (#1 Best Friend) is also their Bestie. This emoji means the shared connection between friends.

Face with Sunglasses Emoji

The sunglasses (😎) means Mutual BFs; one of your Best Friends (BFs) is also one of their Best Friends. This means friendly overlap in your social circles.

Fire Emoji

The fire (🔥) means you have a Snapstreak with that person. The number next to the fire means how many days in a row you’ve been sending snaps to each other. Once your Snapstreak reaches 100 days, the fire icon is replaced with the 100 emoji (💯) to celebrate you’re staying connected.

Hourglass Emoji

The hourglass (⏳) means your Snapstreak is about to end. You need to send a Snap to each other within 24 hours, or your Snapstreak will expire. Think of the hourglass as a fire extinguisher with a timer, reminding you to act fast to keep your streak.

Birthday Cake Emoji

The birthday cake (🎂) is a reminder that it’s your Snapchat friend’s birthday if your friend has enabled this in their settings. It’s a fun way to celebrate and acknowledge your friends’ special days.

Baby Emoji

Snapchat uses the baby (👶) to mean newly formed connections and new friends on the platform. This means you’ve just added someone to your friend’s list. A new friendship has started.

Star Emoji

When your Snapchat friends replay your Snaps within 24 hours, a gold star (⭐) will appear next to their name. This feature encourages engagement and interaction and rewards friends who take the time to revisit your content.

Smirking Emoji

Before the smirking (😏) meant “I’m your best friend, but you’re not mine,” Snapchat removed this emoji to avoid hurt feelings or strained friendships and to have a more positive user experience.

100 Emoji

On the 100th day of a Snapstreak, the fire icon is replaced with the 100 emoji (💯). This means you’re committed to keeping the streak alive and celebrating your connection with that friend.

Pin Emoji

Conversations you’ve pinned to the top of your feed are marked with the pin (📌). You can pin individual users or group chats and use this to prioritize important conversations. This feature helps you keep the conversations top of mind, so you don’t miss out on meaningful interactions.

Custom Friend Emojis

The emojis above are the default ones that represent your relationships and interactions on the platform. But Snapchat also allows you to customize these emojis according to your preference. This means you can customize your Friend Emojis to fit your unique friendships and interactions and add a personal touch to your Snapchat experience.

How to Custom Friend Emojis on iOS?

Go to ‘My Profile’: Open the Snapchat app and tap on your profile icon in the top left corner of the screen.

Tap on the Gear Icon (⚙️): This will open the Settings menu.

Scroll to ‘Additional Services’: Look for the “Additional Services” section.

Select ‘Manage’: Tap on “Manage”.

Select ‘Friend Emojis’: Here, you’ll see the Friend Emojis option. Tap on it.

Tap on the Emoji: You can now change the emojis for different friendship statuses. Tap on the emoji you want to change and select a new one from the options. Once you’re done, they will update your Friends list.

How to Custom Friend Emojis on Android?

For Android users, it’s a bit different but just as easy. Here’s how:

Go to ‘My Profile’: Open the Snapchat app and tap on your profile icon in the top left.

Tap on the Gear Icon (⚙️): This will take you to the Settings.

Select ‘Customize Emojis’: Look for the “Customize Emojis” option.

Customize Your Friend Emoji: Same as iOS you can now change the emojis for different friendship statuses. Tap on the emoji you want to change and select a new one from the list. It will save automatically.

Why Custom Friend Emojis?

Personalization: Customizing emojis for your friendships makes it more personal. You can choose emojis that fit your relationships so that you can spot your friends at a glance.

Fun and Creativity: Custom emojis add a fun and creative element to your interactions. You can choose emojis that match your personality or inside jokes with friends, so Snapchat is more enjoyable.

Better Communication: By customizing emojis, you can create a visual language to communicate with your friends. This can express feelings or sentiments that words can’t.

How do Snapchat Stories Work?

On the Stories screen, you can discover different types of content: your friends’ Stories, Stories based on your interests, current events, and news-related Stories. This is a great way to share and consume content on the platform.

Snapchat Stories Structure

Stories on Snapchat are divided into three sections:

The Friends Section: This section shows your friends’ Stories at the top of the screen. Here, you can see the Snaps your friends have posted throughout the day. The Stories in this section are chronological, so you can catch up on what your friends are up to in real-time. I love this section because I get to see into my friends’ daily lives, whether they’re traveling, celebrating milestones, or just hanging out. It feels like I’m connected to them even if we’re not physically together.

The Subscriptions Section: This section includes content from accounts you’ve subscribed to, similar to following a profile on Instagram. When you subscribe to a user’s Story, you’ll get updates whenever they post new content. I love subscribing to accounts that share niche interests like cooking tips or travel adventures, so my feed gets more diverse content that inspires me.

The Discover Section: As mentioned earlier, the Discover section shows Stories from Snapchat’s publishing partners, brands, media outlets, and influencers. This section is based on your interests and engagement so that you get a curated feed of content that informs and entertains. I often find myself exploring new topics or trends through this section and discovering new hobbies or interests I never thought of before.

Interact with Stories

When you watch a Story you like, you can ‘subscribe’ to the posting account by pressing and holding on to the Story. This will allow you to get updates and notifications whenever they post new content. Subscribing to Stories makes the user experience better as you can stay connected to your favorite creators and friends.

Engage Matters: The more you engage your Stories, the more likely users will subscribe! Create content that resonates with your audience and you’ll get more subscriptions and more followers. I’ve noticed that adding interactive elements like polls or questions can really boost engagement. It encourages viewers to participate and share their thoughts so they feel more involved in the content.

Interactivity: Snapchat Stories also allows interactivity. Users can respond to Stories with Snaps or messages and feel connected to the community. Engaging with your audience through replies can encourage more interaction and build relationships. I often reply to my friends’ stories with my own experiences or thoughts and it sparks fun conversations and deepens our connection.

Personal Ideas for Snapchat Stories

Themed Days: Consider creating themed Stories for specific days of the week. For example, “Travel Tuesdays” could be your past trips or dream destinations, and “Foodie Fridays” could be your favorite recipes or restaurant experiences. This keeps your content fresh and gives your audience something to look forward to.

Behind-the-Scenes Content: Sharing behind-the-scenes of your daily life or creative projects makes your stories more relatable and engaging. Whether it’s a sneak peek of a new hobby you’re trying or the process behind a project, this transparency can build a deeper connection with your audience.

Collaborations: Collaborating with friends or other creators can add variety to your Stories. You can do joint challenges, share each other’s content, or even host Q&A sessions together. This diversifies your content and introduces your audience to new perspectives and personalities.