Snapchat’s fast-moving photo-sharing app brings marketing innovation to younger audiences.

What is Snapchat?

Snapchat allows users to snap, embellish and share a short-lived image that disappears from servers after a set period of time (one to 10 seconds). Text and drawings can be added to the snaps and users can send final images to specific groups of friends or followers.

Who is the audience?

Launched in 2011 by a 21-year-old founder, the app quickly gained popularity with teens and young adults. Now, more brands and older users are starting to gravitate to it. There are approximately 30 million active Snapchat users (60 million total); most of whom are women (70 percent).

Why do I need it?

Business brands are starting to take notice of this platform, which could mean some growth in its marketing potential. Users currently share 400 million snaps each day. Snapchat brings the potential to target customer bases of teens and young adults more acutely than with some other social media.

What to post?

Some brands, such as Taco Bell, have used Snapchat to build brand loyalty posting fun snaps of restaurants and customers on taco runs. Others offer “exploding coupons” that, of course, must be used before the snap disappears in the 10-second time limit. It’s a fast-moving media, so marketers who employ it need to move quickly and be ready for a fast-paced interaction.