Snap Inc Is Focusing On SMBs — Could Smarter Ads Unlock Revenue Growth?

Snap Inc.’s financial results for the second quarter of 2025 offer a mixed bag of achievements and challenges. Positively, the company’s engagement metrics continue to demonstrate strong growth, with Monthly Active Users (MAUs) reaching 932 million, an increase of 7% year-over-year. This growth signifies Snap’s appeal, particularly among Gen Z and Millennial demographics. Additionally, Snap’s introduction of new features and improvements in augmented reality (AR) technology have further enhanced user engagement and content creation, with features like Snapchat+ approaching 16 million subscribers and contributing to substantial “Other Revenue” growth.