I’m officially convinced we are living in the weirdest timeline. 🤨

Let me explain.

A few weeks ago, TikTok was banned and subsequently unbanned, but that isn’t the weird part.

The weird part is the reaction to the ban.

Apple and Samsung devices with TikTok still installed sold for as much as $58,000 on eBay.  🥴

Also: Why a TikTok ban could collapse the creator economy

That’s not a typo, and I’m not trolling you.

But! It gets weirder!!!! 😳

Other Chinese social apps started trending, some not even in English, so translation apps also started trending.

It’s all weird, but you know what blew my mind…

“Delete Instagram” and “Delete Facebook” started trending. 🤯

This is when I get my tin foil hat out, and we can discuss all the possible scenarios as to why this could be happening, what Meta may or may not have done, etc.

But this article isn’t about that.

We must discuss why Snapchat could be the biggest winner from these events and not Meta, and specifically, how you and I could benefit from the chaos.

In this article, I’ll share with you

• Why I believe Snapchat is well-positioned
• What Snapchat is doing that could be a game-changer
• What opportunities you should be looking for as an advertiser and an investor. (This is not financial advice.)

So grab your tin foil hat — I mean, your notepad — as we discuss what Snapchat has going on and how this may be the best thing to happen to you. 🤭

Quick intro

If you’re new to my work, my name is Lester. My friends call me Les. 👋

I’m a founder with a successful exit and currently the executive chairman of a group of DTC brands. But at my core, I’m an award-winning performance marketer. 

I’ve crafted and managed tens of millions in digital marketing campaigns on Meta, TikTok, and Google.  🚀

Also: How to delete Facebook, Messenger, or Instagram – if you want Meta out of your life

Needless to say, I have unique insight into what’s happening.

If you’re into data-driven marketing insights and strategies, check out my free newsletter, No Fluff Just Facts. 

All that said, let’s get into why I’m so bullish on Snapchat should TikTok disappear. 

What is Snapchat, and why is it well-positioned to take over?

Snapchat is a social media platform that was launched in 2011 by Evan Spiegel, Bobby Murphy, and Reggie Brown to send photos, messages, and videos that disappear. The cool kids call these “snaps.” 😎

Since its launch, it has evolved into a more mature social platform with features like Stories, filters, AI chatbots, and even Spotlight, its version of short-form video.

When comparing user adoption to platforms like TikTok and Instagram, Snapchat has definitely struggled. But like my mother would say, comparison is the thief of joy. With that as the benchmark, what they have built is impressive, especially considering how many other platforms have failed to survive in the same period.

Also: No, RedNote is not the new TikTok – and here’s why

That said, let’s dig into the opportunity I see. 🤓☝️

When I analyzed Snapchat’s performance last year, it was clear they did some things well, while some areas need improvement.

The latest data on Snapchat’s demographics show that nearly 2 in 5 users (37.4%) are between 18 and 24. This is the platform’s largest segment. The second-largest group, ages 25 to 34, makes up 24.7%.

Together, these two groups account for a massive 62.1% of all Snapchat users.

Now, here’s the thing: Young people move culture, and culture moves markets.

This group can make or break a business. They are often overlooked because they don’t have the same spending power as the 40+ crowd. But guess what? This age group is going to get older.

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They are the future CEOs, business professionals, and decision-makers. 🤝

Speak to any executive, and they will tell you they are desperately trying to appeal to this audience because their core customers are aging out. The brands that win are the ones that stay ahead of cultural shifts and capture young audiences early.

Why does this matter right now? Gen Z is notoriously hard to market to. It is like high school with the “you can’t sit with us” attitude.

Trying too hard to relate is “cheugy.” That’s Gen Z slang for doing too much. 😉

Unlike Instagram, which has become an ad-heavy, influencer-driven space, or YouTube Shorts, which is still playing catch-up, Snapchat feels personal. The app is built around private messaging, real interactions, and content that disappears instead of lingering forever. Younger users still engage with it daily, even if they do not always post publicly.

Also: How to protect your privacy from Facebook – and what doesn’t work

With TikTok out of the picture, Snapchat has a clear opening to capture displaced users and keep them engaged in a way other platforms struggle to do.

If Snapchat plays this right, this moment could be bigger than anyone expects.

It’s a long shot, but I’m currently bullish on Snapchat. 

The road ahead

Replacing TikTok will not be easy, but let’s not forget that the first version of TikTok, Musical.ly, bombed.

So, while Snapchat does not have everything figured out, that does not mean all hope is lost. 😤

The silver lining here is that this is not a winner-take-all situation. It is more like winner-take-most.

Before we jump into what could go wrong and what needs to be improved, let’s talk about the moves Snapchat is making that are right.

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Snapchat has taken a few major steps in the right direction, notably the platform redesign.

But another move really stands out to me.

Let me explain.

TikTok’s algorithm gets a lot of credit for its success, and rightfully so, as it’s highly effective. But is it really the algorithm that makes TikTok so powerful, or is it the content driving engagement?

What truly sets TikTok apart isn’t just the algorithm but how the platform invested in creators like no other, fueling the content that keeps users engaged. 😊

It provided tools that empowered anyone to grow, regardless of their following. With built-in insights, easy-to-use editing features, and content creation support, TikTok made it simpler for creators to succeed, fueling the platform’s rapid growth.

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If I had to sum it up, TikTok made creators feel like active participants, not just pawns in the system. More importantly, it didn’t nickel-and-dime audience reach, and success wasn’t dependent on paying to play.

Which brings me to one of the key reasons I am bullish on Snapchat. 📈

Snapchat’s most significant and impressive move is revamping its creator monetization program.

This is a significant step toward Snapchat putting creators first.

On February 1, Snapchat officially introduced a new, unified monetization program for creators.

For creators to qualify:

• They need 50,000 followers.
• They must post at least 25 times monthly to Saved Stories or Spotlight.
• They must post to either Spotlight or Public Stories on at least 10 of the last 28 days.

While this is a step in the right direction, TikTok’s biggest strength was that anyone could be a creator and have a fair shot at going viral or earning revenue.

In my opinion, Snapchat’s 50,000-follower requirement is not in its best interest. It would be better for them to remove barriers and let creators create and be rewarded regardless of their size.

Now, let’s talk about the challenges.🤧

The obvious one is that Meta does not play well with others. Without question, they will make things difficult for anyone in this space.

Beyond that, Snapchat still has a stigma.

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It has been known as a platform for private, explicit content for years. They need to shake that stigma fast because it will hurt advertisers’ trust and limit mainstream adoption.

Snapchat has made big moves, but if it wants to capitalize on TikTok’s potential downfall, it needs to lower the barriers for creators, fight off Meta’s inevitable interference, and clean up their brand image.

If they do that, this could be their moment.

The big opportunity

I know what you are thinking. “Cool story, but what is in it for me?”

Great question. Regardless of what happens with TikTok, I see two significant opportunities on Snapchat right now. 🤗

Opportunity 1

The most obvious one is creating content for Snapchat. Ban or no ban, Snapchat is a unique opportunity to connect authentically with Gen Z. Whether you are making funny content or telling the audience about a product or service, there is a real opportunity to grow.

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With the rise of AI, launching and running a business has never been easier. AI agents, automation, and incredible tools are making everything more accessible. But because of that, finding a way to connect with an audience is now mission-critical. Snapchat offers a chance to build genuine connections with a younger demographic that will shape future markets.

Opportunity 2

If you are a marketer or someone looking to promote a product or service to a younger audience, Snapchat should be on your radar.

According to Snapchat’s website, Snapchat ads reach Gen Z and Millennials like few other platforms can. They claim to reach 90% of the 13-to-24-year-old population and 75% of the 13-to-34-year-old population across 25+ countries. That is a massive audience with a spending power of $5 trillion, making Snapchat an opportunity for businesses of any size.

I have used Snapchat Ads in the past with moderate success. Your product and the problem you are solving matter when running ads on Snapchat. In my experience, B2C brands performed better than B2B. 🧐

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For example, jewelry brand Oak & Luna saw 47% higher ROI using Snapchat Ads. “Snap’s platform provided us with an invaluable opportunity to connect with fresh audiences, surpassing our initial investment expectations,” according to Eytan Korn, CEO of Tenengroup.

All that said, I am not telling you to drop Meta or TikTok for Snapchat. This is not a zero-sum game, especially for creators and business professionals.

My two cents

I will leave you with this.

When I first heard TikTok would be banned, I thought, “Wow, Meta wins again.”

But after it was briefly banned and #DeleteInstagram started trending, my outlook changed.

Call me crazy, but the more I look at this situation, the more I am convinced.

Meta is not loved. It is tolerated. 😮

And if that theory holds any weight, the door is still open for other social platforms like Snapchat to step in and fill the void.

Remember when Facebook was all the rage, and Instagram was the platform for teens that adults did not take seriously? We could be witnessing the same shift with Snapchat. One day, Instagram might just not be cool anymore.

Snapchat fully leaning into Gen Z could be the key differentiator in how this plays out.

Also: How Instagram’s upcoming video editor aims to surpass TikTok’s CapCut

That said, no matter what happens with TikTok, I am bullish on Snapchat. 🚀

I would like to see Snapchat make content creation even easier for creators. One of the smartest things TikTok did was leverage CapCut, an intuitive video editing app that removes friction from the process. If you have ever used it, you know how seamless it makes content creation.

Snapchat is well positioned, but whether they can actually pull this off remains to be seen. 👀

By the way, if you want more data-driven business insights like this, sign up for my free newsletter, No Fluff Just Facts. I share what is working, the latest trends, and the occasional pep talk to keep you inspired. If this sounds like your jam, click here to sign up. It is totally free.

😇 Hope this helps. I am rooting for you.

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Disclaimer: I hold shares of Meta (NASDAQ: META) and operate a TikTok Shop. This article reflects my opinions and insights, based on my own experiences and observations in the industry. While I strive to provide an unbiased perspective, my involvement with these companies may influence my views. Readers should consider this context when interpreting the content presented here.