Snapchat launched the next phase of its “Less Social Media. More Snapchat.” brand campaign with “Less Likes. More Love.”, the company’s announcement reads. The new campaign aims to highlight how Snapchat’s over 800 million users, including 75% of 13- to 34-year-olds in more than 25 countries, utilize the app to connect with close friends and family.

“Snapchat was designed to be different,” the company stated. “It was never meant for people to compete for likes or to scroll through perfectly produced and carefully curated content endlessly. It’s always been a place for real relationships — for spreading fun, joy, and love.” 

Snapchat reports that its number one use case is messaging between friends and family. “Less Likes. More Love.” showcases the experience of sending and receiving Snaps, emphasizing its role in helping users feel more connected and loved compared to other forms of communication like texting or social media posts.