Snapchat’s platform updates and the future of AR
Snapchat are making major changes to improve its platform and user experience. CEO Evan Spiegel’s 14-year anniversary letter outlined a shift toward smaller, agile teams, or “squads”, designed to speed up innovation and make product development more responsive to user needs.
Snapchat is also updating how content is prioritised. The platform will focus more on private, shareable content and adjust ranking algorithms to highlight this type of engagement. New features, such as status updates and social games, are being introduced, while Spotlight videos will remain a central part of the experience. These changes reflect Snapchat’s effort to make interactions more personal and engaging.
Looking further ahead, Snap is investing in AR with AI-powered AR glasses, called Specs, planned for 2026. The glasses aim to provide spatial intelligence and multiplayer AI experiences, positioning Snap as a leader in next-generation computing experiences.
With these updates, marketers will need to rethink how they engage on Snapchat. The shift towards private, shareable content means campaigns should focus on authentic, community-driven interactions rather than broad reach. New AR features, including AI-powered experiences, create opportunities for immersive, interactive campaigns that can engage users in innovative ways
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