Direct-to-consumer brands are increasing spending on Snapchat (as they move away from Facebook). 

Direct-to-consumer brands are increasing spending on Snapchat (as they move away from Facebook). Snapchat had a massive year in 2020, and media buyers reported that spending on the app has increased roughly 10% year-over-year with the platform now accounting for anywhere between 10% to 25% of media budgets. The increased focus on Snapchat has come as many brands “diversify away from Facebook and Instagram” which some have become “too reliant” on. Snapchat is “more sophisticated than TikTok” when it comes to targeting and direct response from capabilities, and “have done a better job of pitching DTC brands that they should be on the platform for its ecommerce capabilities.” According to analysts, more ad dollars will move to Snapchat in the future, especially as their Ads function continues to pick up. (Digiday)