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Snap Inc. has released its “2024 in a Snap” Snapchat report, and there is a treasure trove of takeaways marketers can (and should) glean from it as they consider their social media strategies going into 2025. 

Before getting into the numbers, it’s worth noting that the AR platform’s 850 million active users consider it their “happy place” in the social media landscape, meaning they explicitly seek positive content and interactions when they visit the app, a golden opportunity for brands still not keen to return to the somewhat toxic and often disinformation-riddled environment of X [formerly known as Twitter]. 

Also, the sports, music and entertainment fandoms that have emerged and thrived on Snapchat have been an engagement boon for brands craving the halcyon days of the app formerly known as Twitter, when real-time engagement around live and culturally impactful events formed communities and bonds over shared interests. 

With a majority of people often considering their fandoms expressions of their identity — see any passionate soccer fan, Swiftie, or couple getting married in [insert fast-food restaurant here] — there is no shortage of opportunities to get the most attention for your brand without spending the GDP of a small country on a 30-second spot in February. 

That said, the report puts a lens on the ways brands like the NBA, Ulta Beauty, Dior, Applebees, and Pepsi have invested in AR year round, even as AI dominated the industry conversation, which the company says resulted in 5X more active attention from users in comparison to other social media platforms

According to the report, Snapchat users are global sports and beauty buffs, having viewed over 25 million minutes of sports content daily using the platform’s Spotlight feature, and clocking in over 262 million hours of beauty content viewership from its global audience, with nearly 113 million of those users having experienced the app’s sponsored beauty lenses at least once.. 

AR lenses have become the new preferred method of “trying before buying” in a post-pandemic world, with a reported 66% of luxury shoppers globally feeling more comfortable trying luxury products using AR instead of in-store. This gives brands an opportunity to be more creative and even playful with their product-centered storytelling.

Experiences continue to be top of mind for consumers, with the company reporting its users have viewed over 73 million hours of travel content through its app globally, and U.S. users recording over 896 million visits and over 75 million check-ins to restaurants through the app.

The company, which officially turned 13 this year, also teased that it will be sending its users personalized end-of-year recaps on December 17, something that’s bound to drive curiosity following Spotify’s lackluster and roundly panned Wrapped recaps. 

You can access the report here.

This article originally appeared on Campaign US.