Snap has launched its 2024 in a Snap study, which analyzes how users interacted and explored the app this year.

The report looked at the use of its lens tool, which incorporates technology capable of altering the eyes, mouth, head and shoulders. Lenses are used by brands to transform people into their brand icon or to test products. And according to the report, some of the most shareable sponsored lenses in luxury retail globally were from apparel and fashion brands such as Dior, Stone Island, Chopard and Cartier.

Snap also discovered that beauty was a popular topic on the social network, with over 262 million hours of content posted. Nearly 113 million users used a sponsored beauty lens at least once. Sports were also trending on the platform, with more than 25 million minutes dedicated to this type of content, such as live updates from users celebrating a team’s victory and reactions to posts from leagues, teams and sports figures. The NBA offered one of the most popular lenses, with more than 800,000 images taken with its jersey.

The study also found that location discovery on Snap Map (a personalized map that allows users to see where their friends are and have been), as well as the use of AR lenses sponsored by chain restaurants has become popular on the platform. Snap recently announced that the map will feature sponsored locations of interest in the coming months, with McDonald’s and Taco Bell as the inaugural advertising partners.

Users are also increasingly using the app to get a glimpse of their dream destination or to take photos of their trip in real time, with more than 73 million hours of travel content worldwide, according to the study. Movie discovery has also become a frequent activity, with interactive AR lenses from entertainment companies and behind-the-scenes content being the most popular.

This year, Snapchat reached over 11 million monthly active users in Canada, with 75% of them aged 13 to 34. According to its data, Canadian users open Snapchat 40 times a day. And when a Gen Z or Millennial user stays connected to the app for a full year, their annual retention rate over the next five years is 90%.