Breaking news: Snapchat is no longer a “kids-only” platform.
Yes, you’ll still find a bunch of teenagers sending each other silly photos with sillier filters and plenty of would-be Romeo and Juliets trying to fly under their parents’ radars. But with more than 900 million monthly active users worldwide, Snapchat has grown into a major social media player.
That’s a lot of potential eyeballs for your business.
Should you jump on the Snapchat marketing train? Well, there is no one-size-fits-all answer. So, we’ve put together a list of pros and cons to help you decide if this particular platform is right for your business.
The Case for Snapchat
1. A Huge (and Highly Engaged) Audience
Snapchat’s audience skews younger, with a strong presence in the 18-to-34 range. If your business is trying to connect with millennials or Gen Z, Snapchat gives you direct access to them. And unlike platforms where people scroll passively, Snapchat users are highly engaged. The average user opens the app more than 30 times each day.
For financial firms, that might mean reaching a younger audience that’s just starting to build wealth, invest or think about long-term financial planning. For other industries, it could mean connecting with your next wave of loyal customers.
2. Authentic, Bite-Sized Content
Snapchat thrives on short, real-time updates that feel authentic rather than polished. This can be a strength: Brands can humanize themselves, share behind-the-scenes moments and create content that feels less like an ad and more like a conversation.
For instance, a local restaurant could post daily specials or a sneak peek into dinner service. Or a financial advisor could share quick “Money Tip Monday” videos. Snapchat’s informal tone makes businesses seem more approachable to the average person.
3. Advanced Ad Options
Snapchat’s advertising tools have evolved. Businesses can create targeted ads, sponsored filters and even augmented reality (AR) experiences. And with enhanced audience targeting, you’re not just shouting into the void — you can actually reach the right people at the right time.
The Drawbacks of Snapchat
1. Content Disappears Quickly
Snapchat’s defining feature is disappearing messages. That can also be its biggest drawback. Unless you save content to your “Story” (where it lasts 24 hours), your posts vanish after being viewed. That means the shelf life of your marketing is extremely short.
For industries that require carefully crafted and compliant messaging, such as finance, this can be tricky. You still need to ensure every message follows the rules, even if it’s only live for a few seconds.
2. Limited Discoverability
Unlike LinkedIn, Twitter/X or even Instagram, Snapchat doesn’t make it easy for users to discover new brands. Growth tends to come more from word of mouth and paid campaigns than from organic search or hashtags. If you’re hoping for organic reach alone, Snapchat might leave you disappointed.
3. Constant Content Demands
Snapchat users expect frequent, fresh and creative posts. If your marketing team is already stretched thin, keeping up with Snapchat’s pace can be tough. Unlike evergreen content on a blog or even YouTube, Snapchat is more about what’s happening today — or even this hour.
Is Snapchat Right for Your Business?
If your target audience includes younger generations, you have the bandwidth to create authentic, high-frequency content and you’re comfortable experimenting with ads and creative campaigns, Snapchat can be a powerful tool to add to your marketing mix. While it isn’t for everyone, it’s worth a shot for most!
Are you looking to experiment with new marketing channels? Mischa Communications knows them all! Let us help take your business to the top.