Uncovering The Magic Of Snapchat With Emily Mcdonnell: The Happiest Place Online

Why Snapchat Is The “happiest Place” Online For Brands And Creators

In S4E8 of Beyond Marketing, our host, Founder & CEO of MG Empower, Maira Genovese, welcomed Emily McDonnell, Head of Creator Partnerships for the UK & Northern Europe at Snapchat, to discuss how the versatile messaging app has evolved into a platform focused on happiness, authenticity, and real connections. With highly produced and polished content becoming increasingly the norm on other platforms, Snapchat offers a welcome change of pace where creators, brands, and users can build genuine connections with their audiences and other users.

Since bursting onto the scene in 2012, the platform has grown to some 432 million active daily users. In this article, we will unpack some of Emily’s insights on how Snapchat prioritises engagement over vanity metrics like follower counts or likes and why brands should pay attention to this rapidly evolving space. You can also jump straight into the full episode on YouTube, Spotify, or wherever you catch your podcast goodness.

Why Snapchat is the “Happiest Place” Online for Brands and Creators

Snapchat has held a solid footing in the public consciousness for over a decade. For many, it still holds an association with teenage years spent sending snaps to our peers. However, Emily was keen to point out that the platform is not just for teens any more. The user base is not only growing in number but also in the diversity of its demographics. This vibrant community is drawn together by its core values of happiness and authenticity.

Emily highlighted how Snapchat’s emphasis on real connections has led to a surge in daily active users, helping it earn the title of the “happiest platform.”

“Snap is one of the happiest platforms to be on… because we focus on more love.” – Emily McDonnell

This opens the door for brands to engage with their audiences in a unique environment which encourages deeper connection without the pressure of public-facing performance metrics. It’s a breath of fresh air from the typical social media battleground and a space where genuine interactions take place.

Keeping It Real: How Snapchat Champions Authenticity in a Curated World

Content may still be king, but we are seeing increasing references to “creator fatigue” or, indeed, “audience fatigue” across platforms. Emily touched upon this as a reason why Snapchat has pivoted away from the all-pervasive, hyper-edited format that dominates so much online media real estate. Encouraging creators to share genuine moments without the need for heavy editing or filters helps facilitate unfiltered, authentic content that resonates deeply with today’s users and creators. This emphasis on transparency and showing other sides of creators aligns with a wider industry trend—where audiences crave realness over perfection.

“It’s going back to basics… sharing what you love,” said Emily. This approach can benefit brands, too, as they can authentically present their message in a way that engages audiences tired of overly curated content. In practice, it’s all about showing up as real and relatable, meeting users where they are with content that feels more personal.

Innovating in AR: How Lenses Keep Audiences Engaged

Snapchat has always been a trendsetter when it comes to innovative uses for augmented reality (AR), with this functionality cementing its place as a frontrunner in digital engagement. Known for its AR lenses—such as the viral “crying lens” and “shook face”—Snapchat’s AR features are a distinctive, core part of the platform’s success. Their fun, immersive nature helps provide a playground for creativity and engagement, with brands able to participate in new, innovative ways.

“We are one of the leaders when it comes to augmented reality,” Emily said, discussing the endless potential of Snapchat’s AR lenses.

Snapchat’s AR tools provide a unique way to connect with audiences through interactive and memorable experiences, making it easier to stay top-of-mind in a fun, visually engaging way.

The “And” Effect: Why Snapchat Fits Perfectly into Any Brand’s Social Strategy

A particularly interesting element of the discussion with Emily centred on Snapchat’s positioning and perhaps an underlying standout quality. She pointed out that they do not aim to replace other social platforms but instead to complement them. Emily described Snapchat as an “and” platform, meaning it can be used alongside other channels to offer something unique within a broader digital strategy.

“Snap is different. We always say that we are an ‘and,’ not an ‘or’ platform,” she explained. This perspective makes Snapchat an ideal space for brands looking to broaden their reach while tapping into its distinct audience and capabilities, particularly when it comes to unfiltered, real-time engagement. Given the size of its active user base, it seems the ‘and Snapchat’ brigade is real and too large in number for brands to ignore. 

Creator Partnerships: Finding the Right Voice for Your Brand

At the heart of Snapchat’s success is its relationship-focused approach. Emily and Maira discussed how the platform nurtures meaningful relationships with creators, supporting them with tools that allow them to thrive while staying true to themselves. For brands, this philosophy offers an opportunity to cultivate lasting, authentic relationships with both creators and audiences.

With the introduction of features like the Creator Discovery API, they can now explore Snapchat’s talent pool and connect with creators who align with their mission. As Emily put it, Snapchat’s goal is to help brands find the “right people for the right message.”

Why Snapchat Should Be On Your Brand’s Radar in 2025

Snapchat’s approach is a reminder that there’s always a significant audience craving authenticity and connection. Emily’s insights show how they are setting the standard for positive, impactful engagement by prioritising realness, inclusivity, and community.

If your brand is looking to build genuine connections and explore new creative possibilities, Snapchat is a platform you simply can’t ignore. Ready for the full lowdown on Snapchat’s creator-centric approach and how it can benefit your brand? 

Watch the full episode on YouTube to dive deeper into Emily’s vision for a happier, more connected online world.