Snap (SNAP -1.51%) is a technology company that empowers people to use cameras to improve their lives and communication through its flagship product, Snapchat. The visual messaging app enables users to enhance their relationships with friends, family, and the world around them.
Snapchat has grown into one of the largest social media platforms. As of mid-2025, it averaged 469 million daily active users, and 932 million people use Snapchat at least once a month.
Snapchat's highly engaged user base tilts toward a younger crowd, with more than 75% of 13–34 year olds in dozens of countries using the app. Advertisers want to reach that younger demographic, which is helping Snap monetize its platform.
The company has grand growth ambitions. It's working toward reaching 1 billion monthly active users. Snap is investing heavily in expanding by rolling out new features, including leveraging the power of artificial intelligence (AI) to allow users to send messages and create AI-generated selfies.
Here's a step-by-step guide on how to buy the social media stock and some factors to consider before adding it to your portfolio.
How to invest in Snapchat stock
- Open your brokerage account: Log in to your brokerage account where you handle your investments. If you don't have one yet, take a look at our favorite brokers and trading platforms to find the right one for you.
- Search for Snap Inc.: Enter the ticker "SNAP" into the search bar to bring up the stock's trading page.
- Decide how many shares to buy: Consider your investment goals and how much of your portfolio you want to allocate to this stock.
- Select order type: Choose between a market order to buy at the current price or a limit order to specify the maximum price you're willing to pay.
- Submit your order: Confirm the details and submit your buy order.
- Review your purchase: Check your portfolio to ensure your order was filled as expected and adjust your investment strategy accordingly.
Should you invest in Snap?
Researching a company is a crucial step that prospective investors shouldn't skip. Here are some reasons you might want to invest in Snap:
- You're a fan of Snap and use its products.
- You believe Snap will continue growing its revenue and eventually start making a profit.
- You firmly believe Snap can deliver market-beating returns over the next three to five years.
- You think Snap's investments in innovation, like building augmented reality (AR) and AI features, will drive user growth and increased engagement.
- You don't currently need investments that produce dividend income.
On the other hand, here are some reasons why you might not want to buy shares of Snap:
- You're not a fan of Snap or its products.
- You're not sure how Snap makes money.
- You're not convinced that Snap will ever start making a profit.
- You're not sure Snap can deliver market-beating returns.
- You're in or nearing retirement and need investments that produce dividend income.
NYSE: SNAP
Key Data Points
Is Snap profitable?
Snap had yet to turn the corner on profitability as of mid-2025, at least on a generally accepted accounting principles (GAAP) net income basis. However, in Q2 of 2025, the company delivered $41 million of adjusted earnings before interest, taxes, depreciation, and amortization (EBITDA) and generated $24 million of free cash flow.
Snap is still spending heavily to scale its business. It's focusing on its products and platforms, investing in AR, and making strategic acquisitions to accelerate its long-term product and technology vision. The company believes these investments will grow its revenue and free cash flow, enabling it to eventually turn the corner on profitability.
Does Snap pay a dividend?
Snap had yet to initiate a dividend as of mid-2025. It can't afford to pay dividends yet because it isn't consistently profitable and is reinvesting most of its cash flow into growing its business.
However, the company has started returning excess cash to shareholders. In Q2 2025, Snap's board of directors authorized a $243 million share repurchase program. Those repurchases will help offset the increase in the company's outstanding shares from its stock-based compensation program to retain employees.
How to invest in Snap through ETFs
Many investors would rather passively invest than directly own stocks they must actively monitor. Buying an exchange-traded fund (ETF) can be a great way to gain passive exposure to a company like Snap.
Exchange-Traded Fund (ETF)
The bottom line
Snap has grown into a very popular social media platform, especially among younger users. That has made it a very attractive platform to advertisers seeking to get their products and services in front of that demographic.
While Snap has yet to turn the corner on profitability, the company believes its continued investments in new and innovative technologies like AR and AI will attract more users and advertisers. That should enable it to grow its revenue and eventually start making money. However, its current lack of profitability makes it a higher-risk investment.
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FAQ
Investing in Snap FAQ
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