Snapchat: How South Africans Are Using the App Beyond Filters and Selfies

For many, Snapchat might bring to mind disappearing selfies, funky filters, or playful Bitmoji avatars. But in 2025, Snapchat has grown into something much bigger—especially for South Africans who are turning the app into a hub for real-time storytelling, community building, and brand communication.

Unlike platforms focused on long-form content or heavy curation, Snapchat offers something different: spontaneity. It’s a space where users feel free to show unfiltered moments, create engaging short stories, and connect in a personal way that doesn’t feel performative. Whether you’re in Johannesburg, Cape Town, or a small town in the Eastern Cape, Snapchat is quietly making its mark as more than just a social app—it’s becoming a tool for identity, expression, and connection.

Snapchat in South Africa: Not Just for Teens

There’s a perception that Snapchat is only for teenagers, but that’s changing fast. In South Africa, young adults in their 20s and 30s are actively using the app to stay in touch with friends, promote side hustles, and follow authentic content creators. Snapchat’s appeal lies in its simplicity. There’s less pressure to be perfect. Instead of obsessing over likes or comments, users post short videos or pictures, knowing they’ll disappear after 24 hours.

The short-form format makes Snapchat ideal for the fast-paced lives many South Africans lead. Whether you’re hustling in the taxi industry, juggling work and school, or documenting your road trip through the Karoo, Snapchat allows you to share your journey without needing to stage every moment.

What Makes Snapchat Different From Other Platforms?

The biggest difference is that Snapchat is focused on ephemeral content. Snaps are temporary, which encourages more real and in-the-moment content. Unlike Instagram, which often highlights polished versions of life, Snapchat’s charm lies in its rawness.

Snapchat also prioritises private interaction through one-on-one snaps and group chats. In South Africa, where WhatsApp has long dominated for messaging, Snapchat offers a more visual and expressive alternative. Filters, stickers, and quick video messages allow for more playful communication, especially among close friends.

Additionally, Snapchat’s Snap Map feature lets users share their location in real time, which is especially useful during events, festivals, or family gatherings. In a country where local events are key to culture, this feature helps people stay connected through visuals and location-based stories.

Snapchat for South African Creators and Influencers

While not as big as TikTok or Instagram for influencer marketing yet, Snapchat is finding a niche among South African creators who want to build intimate, loyal followings. The app allows creators to engage more directly with their audience without the noise of algorithms dictating who sees what.

Creators are using Snapchat to offer daily behind-the-scenes content, Q&A sessions, life updates, and brand teasers. It’s also becoming a platform where creators can test new ideas without committing to full production. Since content disappears after a day, it removes the fear of “getting it wrong.”

Some South African micro-influencers have found that Snapchat helps build a more personal connection with their followers. While the audience might be smaller compared to other platforms, the engagement is often higher because it feels more personal and private.

Snapchat and Local Business Promotion

Small businesses across South Africa are finding creative ways to use Snapchat for promotion. Whether it’s a clothing startup in Soweto, a food stall in Mitchells Plain, or a mobile salon in Tembisa, Snapchat stories help business owners share their daily operations, product launches, and customer testimonials.

Because Snapchat allows geo-filters and location tagging, businesses can target specific communities. For instance, during local markets or Sunday braais, entrepreneurs can promote limited-time specials or create hype around pop-up stands using custom filters.

It’s also a space where small brands can humanise themselves. Instead of polished adverts, Snapchat allows them to show real faces, honest work, and behind-the-scenes moments that help build trust with local customers.

The Role of Augmented Reality Filters

Snapchat is one of the pioneers in augmented reality (AR) filters, and South Africans are loving it. From proudly wearing digital SA flags to celebrating Youth Day with animated filters, the app gives people creative tools to express their identity and national pride.

Brands are also jumping in. Local fashion labels and food companies are exploring AR lenses to give their products a fun, digital twist. For example, a soft drink company could offer a virtual can filter, while a fashion brand might let users “try on” a digital hat or sunglasses before buying.

This kind of interaction offers new digital marketing opportunities in South Africa, where smartphone penetration is rising and people are hungry for immersive, mobile-first experiences.

Snapchat and Cultural Storytelling

South Africa is rich in culture, tradition, and heritage. Snapchat is helping preserve and share that culture in new, interactive ways. Traditional weddings, initiation ceremonies, and family celebrations are often shared through private snaps, allowing users to document special moments while respecting privacy.

Content creators who focus on cultural education are also using Snapchat to share “day in the life” snippets about rural living, language tips in isiXhosa or isiZulu, and heritage-themed challenges. Because Snapchat allows short bursts of content, it’s a great tool for educating in an informal, relatable format.

Mental Health and Digital Wellness

One of the lesser-discussed benefits of Snapchat is its impact on mental health. Because there are no public likes or visible follower counts, users report feeling less anxious about validation compared to other platforms. This resonates in a country where youth face high unemployment, academic pressure, and societal expectations.

Snapchat promotes content sharing without the stress of online performance. It’s okay if your hair’s messy, or if your lunch is simple. This digital freedom makes Snapchat feel like a digital diary, not a digital billboard.

Safety and Privacy Features

Snapchat has made efforts to prioritise privacy, which is important in South Africa’s digital context. Features like disappearing messages, screenshot notifications, and encrypted chats help users feel secure. For young users and parents, this makes Snapchat a safer space compared to open-comment platforms.

Users can also customise who sees their stories or locations, making it easier to control who gets access to what. In communities where privacy is deeply valued, these tools provide peace of mind.

The Future of Snapchat in South Africa

While Snapchat might not always dominate headlines like its competitors, it’s quietly building a strong presence in South Africa. With mobile-first functionality, fun features, and personal communication, it meets the needs of a digitally active and socially expressive population.

As more creators, entrepreneurs, and everyday users explore the app, its local relevance will only grow. With the right mix of creativity, storytelling, and authenticity, Snapchat could become one of the most trusted digital spaces for South Africans to be themselves—without the pressure to be perfect.

Snapchat Deserves a Closer Look

Snapchat might not be the loudest platform in South Africa, but it offers something special: a place to be real. For those who are tired of highly edited lives and comparison culture, Snapchat provides a refreshing, playful alternative.

Whether you’re a creator looking for new ways to connect, a small business exploring mobile marketing, or someone who just wants to share their daily life with close friends, Snapchat offers the tools—and the freedom—to do it your way.

If you haven’t explored Snapchat in a while, it might be time to take another look. In a country that thrives on culture, community, and connection, this app is quietly becoming one of the most human platforms around.