If you set up your Facebook account over five years ago, you might remember when the platform was a hub for the 16-30 age group. Back then, Facebook was cool—a space where young people could connect with friends, share wild photos from spontaneous nights out, or vent about life in general. It was a youthful, energetic community.
But then, seemingly overnight, everything changed. Much like a scene from Hitchcock’s The Birds, parents began flocking to the platform in droves. Suddenly, people found themselves receiving friend requests from their parents, aunts, uncles—even grandparents. Childhood photos resurfaced, conversations became more cautious, and the fun, carefree spirit of Facebook began to wane.
For young users disillusioned by the parental invasion of Facebook, Snapchat arrived just in time. Launched as an ephemeral messaging app, Snapchat was an instant hit with teens and twenty-somethings. It became a sanctuary where users could share content without fear of it being archived or scrutinized by family members.
In the early days, Snapchat seemed like the one platform parents wouldn’t crack. In fact, in 2013, only 2% of American smartphone users over the age of 35 were using Snapchat, with users over 25 making up just 7% of the overall demographic. It was truly a safe haven for young people.
Fast forward to 2016, and things have started to shift. As Snapchat’s popularity surged, so did its efforts to monetize the platform, reaching out to big brands and advertisers. As the platform gained media attention and introduced engaging new features, it inevitably attracted the curiosity of older generations.
A ComScore report revealed that 68% of smartphone users aged 18-24 now use Snapchat. Interestingly, the study also found that 38% of users between 25-34 and 14% of those over 35 are now active on the platform—a massive leap from just a few years ago.
Snapchat’s continued success lies in its ability to keep evolving. With new features like Stories, playful filters like the puppy dog face, and the wildly popular face swap, the platform became more accessible and enjoyable for a broader age range. While teens embraced these features for their fun and playful nature, older users found Snapchat’s visual appeal, simplicity, and innovative tools hard to resist.
Moreover, Snapchat’s Discover feature, which highlights content from major publishers like The Wall Street Journal, National Geographic, and People Magazine, provides news and entertainment that appeals to a more mature audience. While a 19-year-old might not care much about business news from The WSJ, an older professional certainly would.
This shift in content and functionality suggests that Snapchat is intentionally broadening its user base, appealing to different age groups to increase its audience—and ultimately, its advertising revenue.
Despite the growing number of older users, Snapchat maintains that the platform remains a space where both generations can coexist peacefully. A Snapchat spokesperson even addressed this trend in an interview with The Wall Street Journal, stating:
“Our community enjoys having their parents on Snapchat because it’s a really fast and fun way to communicate. We don’t have the public likes and comments that often make for awkward moments on traditional social media. It’s never been an issue.”
Snapchat’s unique approach to interaction—focused on fleeting moments and private communication—makes it less prone to the awkwardness often seen on platforms like Facebook, where public comments and “likes” can lead to generational tension.
Although Snapchat remains the go-to platform for younger generations, the rise in older users is undeniable. As its user base continues to diversify, some may wonder whether Snapchat will follow the same path as Facebook—once “cool,” now overrun by parents and grandparents.
Still, Snapchat’s core appeal to teens—the disappearing nature of its content and its privacy features—remains intact. These elements continue to make it a favorite among younger users, and for now, the platform shows no signs of losing its edge. However, if the trend continues, one question remains: What platform will young people flock to next?
If you’re curious about how to leverage Snapchat for your brand, our expert social media team is here to help! Contact us today to explore how Snapchat can be part of your digital strategy.
Social media team at Matrix Internet
By Iñaki Castellet Hernández
By Jeff Sheridan
By Matrix Internet