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Snap's Sales and Marketing Expenditure (2015 - 2021)

Industry: Internet Services; Social Media
Current: Company Performance

Snap spent $792.8 million on sales and marketing (S&M) in Q1 2022
In Q4 2021, the S&M expenditure was $555.5 million
Snap generates most of its revenue from selling ad space to marketers

Snap’s sales and marketing (S&M) expenditure in 2021 was $792.8, an increase of nearly $237.3 million as compared to the $555.5 million S&M expenditure in 2021. The increase was primarily driven by greater personnel expenses due to growth in sales and marketing workforce headcount, including increased cash- and stock-based compensation expenses, as well as increased marketing investments.

Snap’s sales and marketing (S&M) expenses consist primarily of personnel-related costs, including salaries, benefits, commissions, and stock-based compensation expenses for its employees engaged in sales and sales support, business development, media, marketing, corporate partnerships, and customer service functions. Sales and marketing expenses also include costs incurred for advertising, market research, tradeshows, branding, marketing, promotional expense, and public relations.

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