Snapchat is one of the most popular social media apps on the market today. Snapchat now has over 350 million photos shared daily, an increase of 150 million from June 2013. Like Instagram and Vine in their initial stages, users can only utilize the app directly from their phone, and no web-based version exists.
Even though the popularity of Snapchat is mainly still among teenagers and young adults, the app’s widespread growth has led to a wider range of demographics and daily users of all ages. Snapchat appeal lies in the fact that all messages are temporary and cannot be found by other users (or, in teenagers’ case, parents). Marketers can harness this hidden and secretive attraction to create innovative communication channels for their target market.