October 6, 2026 — Snapchat is making a stronger pitch for B2B marketing budgets, arguing that the platform can help brands reach business decision-makers, entrepreneurs, and small-business owners.

The push follows research conducted by Snapchat in partnership with GWI, which surveyed more than 2,250 professionals, entrepreneurs, and SMB owners in the United States. The findings suggest that business audiences are increasingly discovering ideas, tools, and products across social platforms—not just traditional professional networks.

B2B Buyers Are Moving Beyond Traditional Channels

Snapchat says its professional audience includes people with meaningful influence over business decisions and spending.

The research also found that social media is a major source of inspiration for professionals looking for new ideas and business tools. Snapchat is positioning this behavior as an opportunity for B2B brands to reach buyers earlier in their decision-making journey.

A More Personal Approach to B2B Marketing

Unlike traditional B2B environments, Snapchat emphasizes visual, conversational, and creator-led content.

The platform says professionals are interested in entrepreneurship stories, startup content, expert insights, and CEO-led storytelling. Six in 10 Snapchat users surveyed also believe Snapchat could play a bigger role in helping small businesses and entrepreneurs grow.

This creates an opportunity for B2B marketers to move away from highly corporate messaging and experiment with more authentic storytelling.

Snapchat Wants More B2B Ad Spend

The report comes as Snapchat actively expands its efforts to attract B2B advertisers. Its recent “Spend Smarter” campaign highlights the platform's potential to influence business decision-makers even when it isn't the final channel where a purchase happens.

The company is also developing advertising products that connect discovery, conversation, and conversion, including AI-powered advertising experiences.

The Bigger Picture

Snapchat's B2B push reflects a broader change in how business buyers consume information.

Decision-makers don't stop being consumers when they leave the office. They continue discovering brands, watching content, following creators, and researching products across the platforms they use every day.

For B2B marketers, that means the opportunity is no longer limited to traditional professional networks.

The next generation of B2B marketing may be less about where buyers work—and more about where they spend their attention.