Part of this can be explained by Snapchat not having a self serve product (AFAIK) so a lot of the search results might be individuals/smaller businesses looking

Part of this can be explained by Snapchat not having a self serve product (AFAIK) so a lot of the search results might be individuals/smaller businesses looking for help/advice to get started. I know the major brands are spending fairly significantly on Snapchat and doubt they contribute much to the Google trends data.