For Generation Z, the purchasing process has long gone beyond simply browsing and buying goods online. Today, getting friends' opinions, advice received in chats, and sharing photos of looks have become an integral part of the shopping process. Often before buying clothes, users ask friends to check the fit, and before purchasing cosmetics, they seek advice from close people.
Considering this changing trend, Snapchat has launched a new brand campaign called 'Inner Circle.' According to a report by 'Passionate in Marketing,' published in October 2026, the goal of this campaign is to demonstrate how strongly close friends and personal communication influence Gen Z's purchasing decisions. Brands such as Myntra, Instamart, and Nike are participating in this campaign.
Snapchat's 'Inner Circle' campaign illustrates three typical life situations. The first is getting help from a friend when choosing an outfit for a wedding. The second is consulting a trusted friend before buying a cosmetic product. The third is purchasing something special for gatherings with friends during Diwali. These examples show that social media communication serves not only as a means of staying connected with friends but also helps in product discovery, receiving feedback, and ultimately making a purchase decision. Thus, shopping can start in a chat and end with an online order.
Rahul Doss, Growth Director at Instamart, noted that during festivals, sudden visits from friends, spontaneous planning, and creating special moments through small things often happen. His partnership with Snapchat demonstrates that many situations begin in a chat, after which people order the necessary items.
Neha Gulati, Senior Branding Director at Myntra, stated that choosing outfits for festivals is a social event. Checking the look's fit via chat gives people confidence in their appearance. In her opinion, brands can make fashion more personal and engaging by participating in the conversations that Gen Z trusts.
Ankit Goile, Marketing Head at Snap Inc., emphasized that festive shopping has ceased to be a simple process. For Gen Z, the purchase decision starts with the people they trust. This could be a friend's opinion, a photo posted on Snapchat, a fit check, or advice received in a chat. He added that it is not enough for brands just to show their product; they need to become part of the conversations that influence purchasing decisions.
According to the report, the 'Inner Circle' campaign films will be shown on major digital platforms. Additionally, outdoor and digital outdoor advertising will be placed in Mumbai, Delhi-NCR, and Bangalore. A study conducted by Snapchat and GWI earlier this year also focused on changing holiday shopping habits in India. The new campaign develops the idea that for Gen Z, shopping is no longer limited to the product and price; friendship, trust, and personal interaction play a key role here.
Snapchat's 'Inner Circle' campaign focuses on how Gen Z interacts with their close friends when making purchasing decisions. Today, social media serves not only as a tool for viewing new products but also helps in gathering friends' opinions and making a final purchase decision. This means that the online shopping experience for Gen Z is not limited to viewing a product on a website and ordering it; it includes communicating with friends, sharing preferences, and receiving their advice.
Imagine someone finding a jacket they like online. Instead of buying it immediately, they first send a photo to friends. One friend praises the color, while another points out that a better option can be found for the same price. Ultimately, the purchase decision is made considering all these factors. This approach helps Gen Z trust their choices and also allows them to learn about different options before making a purchase. Friends' advice is especially useful in areas such as fashion, beauty, and technology.
Previously, people would go to markets with friends or consult at home. Now, the same thing can be done by exchanging photos and videos via chat on a phone. Users on platforms like Snapchat can share their preferences and purchase-related questions by communicating with their loved ones. These changes are also important for brands. It is no longer enough for the product to be liked; what matters is that people discuss it with their friends.