The Snapchat audience is already huge.
The platform is also growing incredibly quickly.
Key takeaway: Snapchat has already established itself as one of the major social networks in a short period of time, and it's expected to continue to grow rapidly for quite some time.
Most marketers believe that Snapchat's core user base is very young, and that's true — for now.
Snapchat has become the most important social network among teenagers.
Among adults, Snapchat's user base also skews younger.
However, the fastest growing Snapchat audience is users over the age of 25.
Key takeaway: Right now Snapchat is primarily used by consumers 25 and under. That said, adoption is quickly growing among older adults.
Many brands still haven't taken the plunge and started using Snapchat for marketing purposes.
However, bands are curious about the service and many plan to start using it soon.
Key takeaway: One of the biggest barriers to adoption by brands is that many struggle to assess reach and engagement on Snapchat. This makes it hard to determine the ROI of investment.
Key takeaway: Snapchat currently has relatively low usage among marketers. This seems to be changing, though, as the audience grows and the platform matures.
As with any social network, there are countless tactics marketers employ to reach consumers on Snapchat. That said, there are currently two primary ways brands are using the platform.
1. Directly Interacting with Followers
Many marketers use the Chat and Story features to engage audiences either on their own or via influencers. Common approaches include:
2. Reaching Audiences Via Special Features and Advertising
The second major way that brands are using Snapchat to reach audiences is via the service's paid advertising features. The three main paid formats currently offered by Snapchat are:
Key takeaway: While the platform can be a bit daunting to figure out at first, Snapchat already has a number of fun ways for brands to engage with audiences.
So, the big question: Is it time for your brand to dive in and start using Snapchat? The answer is: it depends.
If you want to connect with a youthful audience, then you probably should be engaging on the platform.
Put simply: Younger consumers love Snapchat and they use it a lot, so it makes sense to engage them there.
If your target demographic is older, and/or less tech savvy, then the situation is more complicated. Our advice for these brands is to wait and see; keep an eye on Snapchat—a very close eye—it could be essential to your business very soon.
To understand how all this impacts your digital marketing efforts, check outSnapchat 101: What Brands Need to Know.