Brand Advertising Through Measurable Social Media with Snap Inc.’s Alanna Handelman

Aug 2, 2025

Alanna Handelman, Head of U.S. Commerce & Canada Mid-Market Sales at Snap Inc., shares her insights on the evolving demographics of Snapchat and its significance beyond Gen Z. She discusses the platform's unique audience, particularly adults 35 and older, and how brands can leverage it for effective marketing. Alanna highlights Snapchat's tools for measuring ROI and incrementality, the balance of brand awareness and conversion, and the role of contextual advertising. Discover how Snap empowers mid-tier brands to thrive in the digital landscape.

Ask episode

AI Snips

Chapters

Transcript

Episode notes

ANECDOTE

Parents Use Snap To Reach Grandkids

Alanna and Sri both shared that older family members use Snapchat to stay connected with younger relatives.
Their parents actively use chat and group features to keep in touch with kids and grandkids.

INSIGHT

Creators Power Native Brand Content

Snapchat invests heavily in creator partnerships and tools inside Ads Manager.
Brands can commission creators to produce native-feeling content for awareness and consideration.

INSIGHT

Snap Adds Unique Incremental Reach

Snapchatters are often hard to reach on other platforms, so Snap adds unique incremental reach.
40% of U.S. Snapchatters aged 16–64 aren't on TikTok daily, highlighting cross-platform gaps.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

The CPG Guys are joined in this episode by Alanna Handelman, Head of U.S. Commerce & Canada Mid-Market Sales at Snap Inc., a technology company that contributes to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together.

Follow Alanna on LinkedIn at: https://www.linkedin.com/in/alannahandelman/

Follow Snap for Business online at: http://forbusiness.snapchat.com/cpgguys

Follow Snap Business Blog at: https://forbusiness.snapchat.com/blog

Follow Snap on LinkedIn at: https://www.linkedin.com/showcase/snapchat-for-business/posts

This episode is sponsored by Snap, Inc.

Alanna answers these questions:

What do you say to marketers who still think of Snapchat as “just for Gen Z”? Talk to us about your audience proposition.
How does Snapchat compare with other digital platforms when it comes to driving awareness and conversion for CPG products?
Retail media is exploding, but most of it is focused on on-site. Where does Snapchat fit into the off-site retail media puzzle?
How is Snapchat uniquely positioned to support CPG brands in today’s attention-fragmented world? Give us a breakdown of the various products / inventory available to brands and agencies?
Can you talk about how Snapchat is partnering with retailers or data providers to close the loop on attribution and sales lift?
Measurement is always a top concern for CPG advertisers. What’s Snapchat doing to help brands prove ROI or incrementality? What’s the most misunderstood metric in social advertising for CPG, in your opinion?
How do you see AI and personalization shaping the future of ad experiences on Snapchat for CPG brands?
Let’s close by discussing how a partnership with Snapchat works. Start fo finish, what does it take and how does it get executed?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.