Snapchat’s 2025 Recap shows voice, group chats, and casual sharing driving user engagement

Snapchat has released its 2025 usage recap, outlining how communication habits on the platform shifted over the past year. The data, drawn from global user activity and paired with the launch of personalized in-app “Snapchat Recap” videos, points to increased engagement across voice, messaging, and group interactions—particularly among younger users.

One of the most notable findings is the rise of voice-based communication. Snapchat users spent close to 1.7 billion minutes per day talking through voice notes, voice calls, and video chats in 2025, marking roughly 30% growth compared with the previous year. In the U.S. alone, more than 5 billion voice notes were sent, a year-over-year increase of nearly 10%. The figures contrast with long-standing assumptions that younger audiences avoid voice communication, suggesting that informal, app-based voice interactions remain relevant when embedded in social contexts.

At the same time, lightweight forms of expression continued to gain traction. Chat reactions increased by 44% during the year, with heart reactions ranking as the most frequently used. Sticker usage also expanded, with an additional three million users relying on visual elements to communicate emotion and intent with minimal effort. Snapchat’s data suggests that these quick-response features are increasingly central to everyday conversations on the platform.

The report also highlights a shift toward casual, low-pressure sharing as a signal of social connection. According to Snapchat, 40% of Gen Z users interpret snaps of everyday moments—such as routine activities or unfiltered updates—as an indication of a desire to strengthen friendships. This trend reflects a broader move away from curated content toward more frequent, informal exchanges.

Cultural references continued to shape how users interacted in chats and avatars. “Broccoli hair” ranked among the most requested Bitmoji hairstyle updates, while the “6/7” Bitmoji sticker emerged as the most-used sticker of the year. Group chats also played a larger role in daily communication, with the number of users sending messages in group conversations rising more than 5% in 2025. Some of the most active users exchanged thousands of messages within a single group chat over the year.