TikTok’s ownership is undergoing a major change in the US, and even though this change won’t immediately affect UK users, we could be about to see a shift in how and where social media audiences spend their time. As 2026 approaches, we’re wondering: could Snapchat be the platform that UK brands need to pay closer attention to in 2026?

Creator migrations could change user habits

TikTok’s top creators have built up enormous audiences and strong loyalty through their content, but even if the app doesn’t get banned in the UK, there’s a risk these influencers could take their content elsewhere.

If that happens, their fans will likely follow - research shows that UK users are highly influenced by global creator trends - and this could well lead to a spike in Snapchat usage. Unlike some of the newer or more niche platforms, Snapchat is a known entity with a large, established user base. For certain creators, especially those whose audiences skew younger, making the move to Snapchat would be a sensible fit - both in terms of reach and audience alignment.

Gen Z & Gen Alpha belong to Snapchat

If your audience is primarily under-30s, then your audience is primarily on Snapchat. In the UK, Snapchat has one of the highest market penetrations for Gen Z and Gen Alpha, who use the app to send ‘Snaps’ multiple times a day.

With no signs of this usage slowing down any time soon, brands should be keeping a close eye on Snapchat in 2026 - there could be plenty of opportunities to reach teens and young adults. Remember, though, as with all forms of advertising and marketing, make sure to keep your Snapchat approach consistent with the rest of your messaging. Click here for our guide to building brand consistency.

Snapchat is constantly advancing with AI & AR Tools

Snapchat is leading the way when it comes to tech-forward advertising and tools, with AI-powered features helping brands break new ground when it comes to interacting with consumers. Its Lens Studio is already a standout feature - a free-to-use tool that allows creators to develop augmented reality (AR) experiences for their audience.

According to Snapchat’s internal data, as of March 2022, lenses built in Lens Studio had been viewed more than 5 trillion times, so it’s safe to say that number is significantly higher now.

Data also shows that these AI and AR experiences are more effective at grabbing and holding user attention, which helps drive stronger purchase intent. The success of these Lenses is partly down to their accessibility - supported by AI and totally free to develop and - which means more brands have access to future-ready tools to boost interaction.

The ROAS results speak for themselves

Those AI and AR ads are working, too. Research from Triple Whale shows that Snapchat ads are driving strong return on ad spend (ROAS) for e-commerce brands, particularly in the fashion industry. The study, which analysed $3 billion in ad spend from 20,000 Snapchat advertisers, also found that the platform provided the lowest cost per acquisition (CPA) of all other platforms measured.

For fashion retailers, it can seem as if Snapchat is the perfect match for their advertising needs. 77% of Snapchat users said that visual search makes finding clothes easier, and Snapchat’s shoppable formats can prove to be the ideal place for UK retail brands to take advantage of that.

Lower CPA, higher ROAS; what’s not to like?

Lower Competition = Cheaper Ads

Even with all its potential and actual benefits, Snapchat is still a relatively underutilised platform for UK marketers, with many reluctant to put serious money into ads. While that might give you cause for concern, think of it this way: with fewer competitors around, you can take what is known as the ‘first-mover’ advantage. That means lower CPMs, cheaper testing, and more freedom to experiment with your ads and strategies without fear of being drowned out.

That could give you a serious headstart over your competitors - if you’re an early adopter of Snapchat’s marketing tools, you’ll have everything refined and running smoothly when the rest are still finding their feet.

Perfect for brands with personality

We’ve written recently about the importance of authenticity in marketing, particularly for businesses with younger audiences who are very particular about what they want from brands. For brands with personality, Snapchat can be the perfect place to connect with your people.

As we’ve already said, young people love to hang out on Snapchat, spending hours a day on the app. Brands in certain industries, like gaming, food, fashion, and entertainment, can do particularly well here, demonstrating their creativity and their human side to reach an audience who want exactly that.

All this adds up to a platform with a lot of potential for smaller UK brands who want to compete with the big players. By focusing on being relatable and human, smaller brands can forge strong connections with a younger audience.

Final thoughts

As a marketing platform, Snapchat is underrated and underestimated in the UK, but this should be seen as an opportunity, rather than a drawback. It’s evolving very quickly, pioneering exciting ways for brands to connect with consumers whilst still flying under the radar.

While it may receive a relative lack of attention from brands, that’s absolutely not the case with younger people, and that means it’s ripe for testing and trialling different approaches without losing ground to competitors. Youth-focused brands who get their foot in the door first could reap the rewards down the line, because we think 2026 could well be the year of Snapchat.