Snapchat launches Topic Chats for public discussions via snaps
Snapchat has just announced Topic Chats, a new feature designed to facilitate public discussions around trending topics, while leveraging the app’s core elements: Snaps, visuals, and community engagement.
The goal is clear: to drive public engagement in an app that has historically focused on private interactions, an area where Twitter (now X), Clubhouse, and even Reddit have thrived.
What Exactly Are Topic Chats in Snapchat?
According to the official presentation, Topic Chats will:
- Open public discussions on any trending topic;
- Automatically aggregate Snaps related to that theme to provide a unique visual perspective;
- Allow users to join a conversation through a prominent “Join the conversation” button visible on Stories and Spotlight;
- Enable users already within a discussion group to access it directly from their Chat page.
In short, it’s a mix of X Communities, Clubhouse, and Reddit Live Chats… but in Snapchat’s style, where visuals remain at the forefront.
Public… But Not Completely: Snapchat’s Approach to Privacy
Even though the conversations are public, Snapchat maintains its “privacy first” approach:
- You can see your friends in a Topic Chat.
- Your profile remains invisible to those who are not your friends in this conversation.
- The entire feature is continuously moderated by an AI, adhering to community guidelines.
This functionality will initially roll out to users in Canada, New Zealand, and the United States, followed by a global deployment.
Why Is Snapchat Introducing This Now?
Snapchat is currently experimenting with a series of tools aimed at increasing public engagement, offering new discussion formats, and primarily… boosting revenues.
In recent weeks, we’ve seen the launch of Lens+, its premium AR subscription, the introduction of paid storage for Memories, and now Topic Chats, which encourages users to spend more time within the app.
With a predominantly young audience—often the most challenging to keep active—Snapchat seeks to introduce new formats while maintaining its fun and spontaneous culture.
Will This Work?
Absolutely, and here’s why. Snapchat remains one of the favorite apps among users under 25, and this demographic loves participating in visual trends and discussions. The “public but not too public” format may reassure users, in contrast to X. Integrating with Stories and Spotlight will significantly drive traffic to Topic Chats.
The idea is promising, but its success will hinge on the quality of moderation (regardless of AI, this is a major challenge), the relevance of trending topics, and adoption by creators.
What do you think? Can Topic Chats revitalize Snapchat?
