Written by: Vickie Sullivan | July 09, 2026
Snapchat Wants B2B Marketers. Should You Listen?
Wow, I didn’t see this coming. Snapchat says B2B marketers should use its social media platform to reach B2B buyers. And it uses data from its recent report to validate that claim.
Snapchatters are:
• 1.7x more likely to be receptive to B2B storytelling within content
• 1.7x more likely to be responsible for marketing
• 1.3x more likely to be responsible for strategy
“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,” the report says.
We’re going to see more social media platforms make this shift and court business decision-makers and the people who want to reach them. The big question for B2B business owners is: How do we evaluate a social media platform?
2 Factors When Weighing Social Media Platforms
We can’t dismiss these platforms based on their past. The key is to discern what the stats really say. Here are two areas to pay close attention to:
• Look at the audience. It’s easy to look at these numbers and think, “OK, these are legit B2B decision-makers.” But drill down a little, and you’ll find who they really are. In this example, many are company founders and are responsible for marketing and strategy. Ask yourself: Are these folks my best clients?
• Look at their needs. How do these buyers use the platform? What are they looking for? Snapchat’s business categories show a lot of interest in side businesses, such as freelance work and content creation. And these folks say they need new tools and information about business trends. Your next question: Are they willing to pay for this, or are they looking for free help?
We all receive pitches that say, “Hey, look, our audience buys stuff.” Our best response isn’t always to ignore or agree with them. You can use stats to make sound decisions about a new social media platform by comparing its findings with who you really need to reach.
Now Read This:
This site uses Akismet to reduce spam. Learn how your comment data is processed.
Share Your Comments