I was very bullish on Snapchat back in 2016 (thanks to the urging of friend Gary Vaynerchuk aka Gary Vee who was – as always – very ahead of the curve on Snapchat).
But the landscape has changed quite a bit since then, with Instagram adding stories and TikTok dominating the “For You” feed among other things. So the question is, is Snapchat still relevant for creative pros?
I’m not sure I’d make it my #1 focus these days, but it may have a place for some – so let me lay out my rosiest scenario for the value of Snapchat and you can decide for yourself:
The Real Value of Snapchat in 2026: AR and Direct Access
If you can unlearn your habits from other platforms, you’ll find Snapchat offers two distinct, high-impact advantages that other channels simply can’t match: a world-class augmented reality creation suite and a direct line to your most dedicated followers.
Augmented Reality as a Creative Canvas
The single most overlooked tool in the creative pro’s arsenal is Snapchat’s Lens Studio. This is a robust, desktop-based software that allows anyone to create and publish their own AR experiences on the platform. This isn’t a gimmick; it’s a professional-grade creative tool that is completely free to use.
For a graphic designer, this means creating interactive branded filters for a client’s event or product launch. For a photographer, it means building a Lens that lets users try out a specific color grade or editing style on their own photos. For a 3D artist, it’s an opportunity to take a model built in Blender or Cinema 4D and let clients place it in their real-world environment.
By engaging with Lens Studio, you shift from simply marketing your skills to actively demonstrating them in an interactive format. You’re not just showing people what you can do; you’re letting them play with it. This puts you lightyears ahead of the competition, who are still just posting flat images to a grid.
The Unfiltered Behind-the-Scenes
Forget perfection. Use Snapchat to show the real work. This is where you document the process, the struggles, and the breakthroughs that lead to the final product you post elsewhere. This is your digital studio tour.
Give people actionable, behind-the-scenes content they can’t get anywhere else:
- Designers: Post multi-snap sequences showing your layering process in Figma or a quick timelapse of vector work in Adobe Illustrator.
- Photographers: Share quick snaps from a location scout, showing how you’re reading the light, or a screen recording of your initial RAW culling process in Capture One. Even better, share a few tips for a smooth photoshoot as you go.
- Videographers: Use the dual-camera feature to show your live reaction while reviewing the first cut of a client project in DaVinci Resolve.
This isn’t about adding another high-effort content stream to your workload. The point is the exact opposite. This content should take seconds to capture and post. No need for your Sony A7S III or a perfect lighting setup. Just your phone, your work, and your unfiltered perspective.
Building a Core Inner Circle
You’re not going to build an audience of millions on Snapchat. And that’s the point. Stop trying. The goal is not to reach everyone; it’s to build a deeper, more meaningful connection with the people who are a perfect fit for your work. Think of it as your private channel for your top 100 fans or your top 20 dream clients.
Use the platform to give this inner circle exclusive access. Offer them first looks at new projects, run polls to get their direct feedback on a work-in-progress, or host impromptu Q&A sessions where you answer their specific questions. This level of direct access is impossible to manage on platforms with noisy public comment sections. On Snapchat, it’s the entire point.
A Practical Workflow for Creatives
Getting started requires a mental reset. You need to be intentional about what you’re using the platform for and integrate it intelligently into your existing workflow.
Define Your Goal: Portfolio or Process?
First, get crystal clear on the job of each platform. Your website, Behance, or Dribbble is for the polished, finished portfolio pieces. Your Instagram feed is for your curated, best-of highlights.
Snapchat is for documenting the process of creating that work.
When you start a new project, commit to posting 3-5 quick, raw Snaps throughout the day showing how it’s made. It’s not about telling a perfect story; it’s about sharing authentic moments of creation.
Tools and Techniques for Raw Content
The best tool is the one you already have: your phone. Don’t over-produce it. Use the native Snapchat camera and its features.
- Multi-Snap: Record up to six 10-second snaps back-to-back to create a short, digestible tutorial or process walkthrough.
- Polls & Quizzes: Get instant feedback from your inner circle. Post two versions of a design and ask which one they prefer.
- Dual Camera: Film your work on your monitor and your authentic reaction simultaneously. It’s more personal and engaging than a sterile screen recording.
Integrating AR into Your Services
Start by downloading Lens Studio and experimenting. Once you have a handle on it, you can begin offering AR as a value-add service to your existing clients, creating a powerful new revenue stream.
- Wedding Photographers: Offer a custom AR filter for the couple’s wedding day as part of your premium package.
- Brand Designers: Include a branded AR lens for social media promotion as a deliverable in your next branding project.
- Illustrators & Artists: Sell limited-edition prints that come to life with a custom AR filter you’ve built.
The Bottom Line: Is Snapchat Worth Your Time?
Possibly, if you radically reframe its purpose. If you approach it with an Instagram mindset, you will fail. Snapchat is not a replacement for your primary marketing channels. It is a highly specialized tool for two things: demonstrating your technical and creative skill in the emerging field of augmented reality, and building deep, authentic connections with a small, high-value audience that cares about process over polish.
Again – for most I wouldn’t suggest making it your primary focus, but if it makes sense for your audience, there’s still nothing else quite like it.
PS – Some other cool apps photographers should check out: Midjourney, Nano Banana, Meta AI and Affinity Studio
