Marketers remain cautious about investing in Snapchat amid TikTok uncertainty

Snapchat is vying for ad dollars dedicated to creators, touting monetization tools and its Gen Z audience — but three agency execs say they are not seeing dollars move over just yet.

There is money on the table for TikTok rivals right now, given the roller coaster of TikTok’s status in the U.S. But Snapchat will have to convince marketers that it can reach beyond its mostly Gen Z or Gen Alpha audience to win over any amount of substantial dollars from its competitors like Meta’s Instagram and Google’s YouTube.

Snapchat revealed in its Q4 earnings yesterday that the creator content had grown year-over-year by 40%. The platform postured itself to marketers as a unique place for creators at last week’s 2025 ANA Creator Marketing Conference, where Brooke Berry, head of creator development at Snap and Francis Roberts, global head of public figures at Snap, boasted in a panel discussion about the variety of ad formats and types of creator content they see across all different parts of the funnel in working with advertisers like Priceline and Celsius Energy Drink.

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