As of 20 October 2026. The details about the ad tools come from Snap’s Business Help Center, Snapchat for Business and Snap’s API documentation. The usage figures come from Svenskarna och internet 2026, the Swedish Internet Foundation’s annual survey. The sources are listed at the end.

This guide is for anyone thinking about advertising on Snapchat in Sweden. It covers how Ads Manager works, what the ads cost, which formats exist, who you reach in Sweden and when it pays off for a local business. If you would rather we ran the campaign, see Snapchat advertising on our site (in Swedish).

How do you advertise on Snapchat?

You advertise yourself in Snap’s Ads Manager. Before the first ad can go out you need three things, according to Snap’s Business Help Center:

  1. A Snapchat account.
  2. A business account, where the advertising is managed. Sweden is on the list of countries where you can create one, and Swedish kronor are among the ad account currencies in Snap’s API documentation.
  3. A Public Profile for your business.

You then have access to Ads Manager. There you choose an objective for the campaign, set a budget and an audience and create the ad. Snap also recommends the Snap Pixel, a piece of code on your website that shows what people do there after seeing the ad, such as booking or buying.

Which campaign objectives are there?

Snap has consolidated its previous twelve objectives into five:

ObjectiveWhat it is for, according to SnapExample for a local business
Awareness and EngagementReaching people and generating interest. Covers reach, video views, calls and texts and promoting a place, among other things.A new gym that wants to become known in the neighbourhood
TrafficSending people to a website or appA restaurant that wants more people to see its menu
LeadsGetting people to share their contact details, in a form or on your websiteA driving school that wants sign-ups
App PromotionInstalls and use of an appRarely relevant for a local business
SalesPurchases, for example from a product catalogueA shop with an online store

How big a budget do you need?

Snap says a daily budget can start at just $5 a day, but recommends at least $20–50 a day. The reason is that the system needs data to learn who in your audience responds to the ad. According to Snap, the exploration phase typically takes four days or more, depending on the campaign objective.

At the Riksbank (Sweden’s central bank) exchange rate on 19 October 2026, SEK 9.89 to the dollar, that is roughly SEK 50 and SEK 200–500 a day respectively. Snap gives the amounts in dollars, and we have not found a minimum in kronor in Snap’s material. You choose between a daily budget and a lifetime budget for the campaign, and you can change it at any time.

How does bidding work?

In its Help Center, Snap describes two bidding strategies:

  • Auto-bid: Snapchat sets the bid for you to get as many results as possible for your budget. Snap recommends it when spending the full budget matters most and you do not have a strict target for what a result may cost.
  • Max Bid: you set the most Snapchat may bid, and the system tries to get results as cheaply as possible below that limit.

Ads Manager shows a suggested bid, a range that Snap says is based on average platform performance. A new campaign also goes through a learning phase that, according to Snap, typically lasts 1–7 days.

How much does it cost to advertise on Snapchat?

There is no price list. The price is set in an auction every time an ad can be shown, and what you pay depends, according to Snap, on your audience and your bid, among other things. The winner is not chosen by the bid alone: Snap says it adjusts bids and the auction for reasons including ad quality and relevance and platform profitability, and that you will not be charged more than your bid to show your ad. In Snap’s description of Lens campaigns in the auction, it says advertisers are billed per thousand impressions (CPM).

We have not found any Swedish prices per thousand impressions or per click in Snap’s own material. Snap’s guide to CPM advertising includes worked examples in dollars, but they are general illustrations, not Snapchat’s prices. That is why we give no such figures here.

Our recommendation for a first test

This is our assessment, not a market figure. Spend around SEK 200 a day for two to three weeks, roughly SEK 2,800–4,200 in total, on one campaign with one objective and two or three versions of the same ad. That is at the lower end of Snap’s recommendation of $20–50 a day.

It is enough to see whether the ad reaches the right people and brings clicks, bookings or enquiries. It is not enough to draw firm conclusions about what a new customer costs. How the budget can grow after a test is covered in Ad budget for local businesses.

Which ad formats are there on Snapchat in 2026?

The most common format is a single full-screen image or video in vertical 9:16 format. Snap recommends it for new advertisers, and it can appear both between Stories and in Spotlight. Spotlight is therefore a placement, not an ad type of its own. This is how Snap describes the formats:

FormatWhere the ad appearsWorth knowing
Single Image or VideoIn Stories and SpotlightVideo 3–180 seconds, 9:16
Sponsored SnapsIn Chat, as a new Snap without a push notificationRequires a Public Profile with a profile photo. Ads with offers or discounts are not delivered to Chat.
Story AdsA series of images or videos the user taps throughUseful when you want to show several things, such as different treatments
Collection AdsA selection of productsFor shops with a product catalogue
CommercialsVideo where the first 6 seconds cannot be skipped3–180 seconds
AR LensesIn the camera, where the user tries the LensBought in the auction, as reach and frequency (available in Sweden for approved advertisers) or as a First Lens at a flat daily fee
AR FiltersThe user adds the filter to their own SnapRequires your own artwork
Product ads in Sponsored SnapsIn Chat, with products from your catalogueLaunched 10 September 2026. Requires a product catalogue.

Snap wrote in December 2025 that Sponsored Snaps had been rolled out globally, and on 10 September 2026 that product ads in Sponsored Snaps were available to all advertisers worldwide.

Do ads in Chat work in Sweden?

It is unclear, so check in Ads Manager before you plan around it. The sources disagree (read on 20 October 2026):

  • Snap’s blog, 10 September 2026: product ads in Sponsored Snaps are available to all advertisers globally.
  • Snap’s Help Center: Sponsored Snaps would launch in the EU and Norway, first as First Snap in early June 2026 and in the auction in July 2026.
  • The same Help Center article: ads targeting users in the EU or Norway are currently not delivered to Chat, and Dynamic Product Ads are not delivered there.

Choose Custom Placement in the ad set. If Chat Feed is offered for a campaign targeting Sweden, the ad may be shown there, but Snap also says the option can appear even when the ad does not meet the requirements. Ads Manager does not report results by placement either, so you cannot see separately what Chat delivered.

Who uses Snapchat in Sweden?

Mainly young people. According to Svenskarna och internet 2026, 38 percent of internet users in Sweden aged 8 and over have used Snapchat in the past year, and 24 percent use it daily. The share has hardly moved: 37–38 percent have used Snapchat in the past year every year since 2021.

Born inApproximate age in January 2026Snapchat dailySnapchat past yearFacebook dailyInstagram daily
The 2010s8–1638%47%1%14%
The 2000s16–2666%89%21%63%
The 1990s26–3632%58%50%62%
The 1980s36–4617%30%55%57%
The 1970s46–5616%33%63%56%
The 1960s56–6611%20%60%47%
The 1950s66–764%9%56%29%
The 1920s–1940s76 and over2%6%43%22%
All8 and over24%38%45%46%

Source: the Swedish Internet Foundation (Internetstiftelsen), Svenskarna och internet 2026, chapter on social media. Base: internet users in Sweden aged 8 and over. The ages are our conversion of the birth decades.

Among people born in the 2000s, 66 percent use Snapchat daily, more than Instagram (63 percent) and Facebook (21 percent) in the same generation. Among those born in the 1960s, 70s and 80s, 11–17 percent use Snapchat daily, while 55–63 percent use Facebook.

Bar chart of the share in each generation in Sweden who use Snapchat daily in 2026: born in the 2010s 38 percent, 2000s 66, 1990s 32, 1980s 17, 1970s 16, 1960s 11, 1950s 4 and 1920s–1940s 2 percent of internet users.
Two in three people born in the 2000s use Snapchat every day, but only around one in six of those born in the 1970s and 1980s. Answers collected in January 2026.

More differences that matter to an advertiser:

  • School age. Among upper secondary school students (gymnasiet, roughly 16–19), 79 percent use Snapchat daily, and among lower secondary students (högstadiet, roughly 13–16) 77 percent. Among children in years 4–6, daily use fell from 40 to 25 percent between 2025 and 2026.
  • Adults and children. 19 percent of internet users aged 20 and over use Snapchat daily, compared with 52 percent of children and young people aged 8–19.
  • Gender. 28 percent of women and 21 percent of men use Snapchat daily.

Novus collected the answers for the Swedish Internet Foundation in January 2026, in 2,944 web interviews with people aged 16 and over and in supplementary interviews with children and young people aged 8–19. The report was published on 28 September 2026.

Snap has its own figures. In September 2023, Snap said more than 4 million people in Sweden used Snapchat every month and that more than 55 percent of them were 25 or older. That is Snap’s own data from 2023, and we have not found anything more recent for Sweden. It cannot be compared directly with the Swedish Internet Foundation’s figures, as one is based on Snap’s account data and the other on interviews. How Snapchat compares with the other platforms is covered in Social media in Sweden 2026.

Can you target the area around your business?

Yes. According to Snap’s Help Center, you can choose a radius of between 100 metres and 100 kilometres around an address, a town, a pin on the map or a pair of coordinates. Since 25 July 2024, people who live, work or have recently been in the area count towards the audience, for new ad sets and except for regulated content.

Other settings Snap describes:

  • Age and gender. If you leave them blank, the ad reaches everyone.
  • Language. Swedish is among the supported languages.
  • Device: operating system, carrier and phone model.
  • Interests. Snap’s predefined audiences are built from Snapchat and third-party data. Snap states no country restriction for the Lifestyles categories, and the Visitors audiences are available in Sweden. The Shoppers and Viewers audiences are only available for select advertisers in the US, Location Categories only in the US, and advanced demographic targeting is not available in the EU.
  • Number of locations. Up to 500 locations in the same ad set.

For a local business, the radius is the most important tool. Start with the area your customers usually come from. If the estimated reach is below 1,000 people, Snap says the targeting may be too specific to be added, and you will need to widen the radius or the age range. In a small audience the same people see the ad many times, and Snap lets you set your own cap on how often that happens.

Users under 18: different rules in the EU

Users aged 13–17 in the EU can only be reached by targeting age, language, location, device and placement, and the ad set can only be optimised for impressions. According to Snap, Snapchat is directed at people aged 13 and over. In the EU, Snap does not show teenagers ads based on profiling, such as interests Snap has inferred.

According to Snap, the following cannot be used for ad sets that reach 13–17-year-olds in the EU:

  • targeting by gender, predefined audiences and custom audiences
  • Dynamic Product Ads
  • goals such as clicks, video views, lead forms and website purchases.

If an ad set targets people both under and over 18, the minimum age is automatically raised to 18, unless you change the settings to the permitted ones. A driving school or gym that wants to reach 16- and 17-year-olds therefore needs a separate ad set with the permitted settings, optimised for impressions.

Swedish rules apply too. The Swedish Consumer Agency (Konsumentverket) says a business may not direct explicit calls to buy at children under 18, and must always make sure children understand that it is marketing. Under the Swedish Alcohol Act, alcohol marketing may not be specifically aimed at or depict children or young people under 25, and for regulated products Snap requires you to tick the Regulated Content box and choose an age limit that is legal in the country. This is a summary, not legal advice.

When does Snapchat pay off for a local business?

When a large share of your customers were born in the 2000s, and to some extent the 1990s, and you can show your business in a short vertical video. That is our assessment based on the figures above. This is how it looks for businesses where Snapchat is often worth testing:

BusinessWhy Snapchat can fitKeep in mind
Hairdressers and barbers with young customersA cut or colour shows well in a short vertical videoLink to the booking page, not the home page
Gyms and training studiosFits when the offer is aimed at young people, such as student prices or new classesFor 16–17-year-olds, the EU rules above apply
Restaurants, fast food and cafésA radius around the premises reaches people nearbyAds with offers or discounts are not delivered to Chat
Nightclubs and nightlifeSnapchat reaches many young adults, and a club night has a date and a placeAdvertise the event, not the drinks. Alcohol marketing may not be specifically aimed at people under 25.
Driving schoolsIn Sweden you can start practising for a car licence at 16 and get the licence from 18, according to the Swedish Transport AgencyParents are easier to reach on Facebook and Instagram
EventsA date, a place and a short window suit the formatSpend the budget in the weeks before, with a radius around the town

If you want us to assess whether Snapchat suits your customers, see Snapchat advertising (in Swedish) or advertising on our services page. We will also tell you when we would rather choose another channel.

When Snapchat is not the right choice

  • Your customers are 36 or older. Among people born in the 1980s, 70s and 60s, 11–17 percent use Snapchat daily, while Facebook is used by 55–63 percent and Instagram by 47–57 percent. You will reach more of them with Meta Ads for local businesses.
  • You sell to other businesses. Then LinkedIn is usually the first choice, which we cover in Social media in Sweden 2026.
  • The page the ad leads to is not ready. An ad that leads to a home page without a price, booking or way to get in touch pays for clicks that go nowhere. What the page needs is covered in The website that actually creates customers.
  • You have no vertical material. Snap’s image and video ad formats are vertical, 9:16. If you want to reach young people with video without advertising, see TikTok for business.

Your first campaign, step by step

The plan below is ours. It is based on Snap’s settings and on the test budget above.

Frequently asked questions

How much does it cost to advertise on Snapchat?

There is no fixed price list. The price is set in an auction and, according to Snap, depends among other things on your audience and your bid. Snap says a daily budget can start at $5 but recommends $20–50 a day, roughly SEK 200–500 at the Riksbank exchange rate on 19 October 2026. As a first test, we recommend around SEK 200 a day for two to three weeks.

How do you advertise on Snapchat?

Create a Snapchat account, a business account and a public profile for your business. That gives you access to Ads Manager, where you choose one of five campaign objectives, set a budget and an audience and upload the ad in vertical 9:16 format. It is worth adding the Snap Pixel to your website so you can see what the ad leads to.

Which ad formats are there on Snapchat?

Snap lists single image or video, Sponsored Snaps in Chat, Story Ads, Collection Ads, Commercials, AR Lenses and AR Filters. Single images and videos can appear both between Stories and in Spotlight. Since 10 September 2026 there are also product ads in Sponsored Snaps, but whether ads in Chat are delivered to users in Sweden is unclear.

Who uses Snapchat in Sweden?

According to Svenskarna och internet 2026, 38 percent of internet users in Sweden aged 8 and over have used Snapchat in the past year, and 24 percent use it daily. Among people born in the 2000s the daily figure is 66 percent, among upper secondary school students 79 percent and among those born in the 1960s, 70s and 80s 11–17 percent.

Can you advertise to teenagers on Snapchat?

Yes, with restrictions. In the EU, Snap does not show profiling-based ads to users aged 13–17. You can target only by age, language, location, device and placement, and the ad set is optimised for impressions. In Sweden, the Swedish Consumer Agency also says businesses may not direct explicit calls to buy at children under 18.

Does advertising on Snapchat pay off for a local business?

Usually when a large share of your customers were born in the 2000s, for example for a hairdresser or gym with young customers, a restaurant, a nightlife venue, a driving school or an event. If your customers are 36 or older, you will reach more of them on Facebook and Instagram.

Sources

All web pages read on 20 October 2026. Snap’s features and terms change often, so check whatever matters to you in Ads Manager.