Snapchat is rolling out the next iteration of its integrated “Say it in a Snap” campaign in Australia, positioning the platform as the digital equivalent of the university quad, where students connect, communicate and build friendships in real time.

Featuring platform-native Snaps from Australian Gen Z university students, the campaign launched with out-of-home (OOH) and digital video placements, alongside brand partnerships with Officeworks and KFC – two brands already embedded in student life.

The creative is said to reflect the way Gen Z naturally communicates on Snapchat, capturing everyday moments between friends and classmates as they navigate study, social life and daily decision-making.

New research from Snapchat, commissioned by YouGov, shows that messaging and social platforms play a central role in how Gen Z students maintain relationships, with three-quarters (75%) saying they are essential for staying connected with university and pre-university friends.

“Snapchat is a tool for connection, it’s how Gen Z connect everyday with their mates for both the big and small moments in their lives,” said Ryan Ferguson, Managing Director of Snap Inc. ANZ.

“Gen Z open Snapchat 40 times a day on average, with 75% of that time being spent in the chat tab. This creates a clear opportunity for brands to show up within conversations that are already happening, in a way that feels platform-native rather than interruptive.”

Sponsored Snaps

Brands now have the ability to connect with Gen Z students where conversations are already happening through Sponsored Snaps. These are designed to appear within the natural flow of Snapchat’s messaging tab and allow brands to become part of the intimate, real-time exchanges between close friends and families. By tapping into the close and highly engaged nature of the chat environment, brands aiming to connect with Gen Z audiences can use Sponsored Snaps to foster a deeper and more memorable connection with this highly sought-after demographic.

“Sponsored Snaps have gained strong traction since launching last year, with brands like Contiki and Uber among the first in Australia to adopt the format,” said Mr Fergusin. “When brands align with how Gen Z naturally communicates, performance follows.”

Rolling out later this month, the next iteration of “Say it in a Snap” will introduce a PR and influencer program shaped by insights into how Gen Z Australians are forming friendships today. With nearly two-thirds (64%) of Gen Z students commuting from home over living with friends or on campus, living arrangements are increasingly influencing peer network formation and driving more digital-first social behaviours that brands can meaningfully align with.