Seems like all the cool kids are on Snapchat. Should your brand be there, too?

Without doubt, it’s quickly become a powerhouse, with half of 18-24-year-olds using it (33% of 18-34-year-olds). Every day, 700 million self-destructing photos are shared on the service. And Snapchat continues to add exciting new features, like Stories and Discover, that should make it even more attractive to brands (more on that in a sec).

Not just for the Taco Bells of the world

While the early movers on Snapchat have been brands that crave millennial attention, many others are now climbing aboard.

GE, for example, is using Snapchat to encourage a new generation to take an interest in science. We’re also fans of World WildLife Fund’s Snapchat campaign, which makes a compelling comparison between endangered species and the fleeting nature of Snapchat content.

Experimentation and exclusivity are key

While Snapchat’s disappearing content may seem like a drawback, it offers a certain creative freedom. There’s little risk for brands that want to try something new. In fact, those succeeding on Snapchat are the ones keeping it fresh – they know they’re only as good as their last snap.

Exclusive info is also important to the Snapchat audience.

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Heineken’s Coachella promotion is a great example. The company gave users clues about who might perform on its sponsored stage at the festival, providing early confirmation to those who responded with the right artist.

This content will self-destruct in 24 hours

Recognizing that a few seconds in front of eyeballs might not be enough to entice brands, Snapchat has wisely expanded to longer (though still time-limited) formats:

• Self-destructing “stories” offer more narrative possibilities, allowing users (including marketers) to create a feed of photos and videos with a 24-hour shelf life.
• The new Discover portal lets content partners like CNN, Yahoo and ESPN publish daily editions and sell ad space in their stories.

Clearly, Snapchat intends to keep the attention of its young users. Not to mention the brands eager to reach them.