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New Snapchat Ad Campaign Spotlights Connection

Snapchat is launching a new ad campaign titled “Less Likes. More Love” to showcase the connective role the app plays in bringing friends closer together.

This campaign builds on the platform’s “Less Social Media. More Snapchat” initiative introduced in February. Its core message emphasizes that Snapchat is not about broadcasting your life to strangers, but about connecting with friends to maintain close relationships.

“Every new Snap connects you with a friend, where you can have fun and be wowed by each other’s creativity,” according to Snapchat. The app seeks to promote its focus on enclosed, playful and kind interactions.

In addition, the campaign highlights how receiving a Snap is distinctive from other social media experiences.

Video from Snapchat for its new “Less Likes. More Love” ad campaign.

Aiming to capture the unique spirit of playful connection on the app, Snap has released a creative and surreal video for the campaign. It showcases a variety of unguarded and fun moments with friends, and popular filters also make an appearance.

Its whimsical style is also in line with Snapchat’s messaging that it offers a different type of connection from traditional platforms that prioritize public sharing. The release is a part of Snapchat’s broader strategy to increase its presence in top revenue markets, particularly in North America and Europe.

While it maintains steady growth, reaching 422 million daily active users, much of Snap’s recent numbers are driven by emerging markets like India.

Now, it aims to bolster its user base and revenue in the U.S. and Europe. In view of this, the campaign will run online and on TV in the U.S. and U.K. While it has a substantial user base in these areas, Snap Inc is targeting an increase in interest and engagement through its positive, community-centric campaign.

With the company reporting a 21% year-over-year revenue increase in Q1 of 2024, its efforts are already seeing success. Moreover, the increase suggests that campaigns like “Less Likes. More Love” can significantly impact user engagement and revenue growth.

Find out more about Snapchat’s new ad campaign here.

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