The short answer is... no one knows.
The slightly longer answer is... no one's yet figured out the secret of how to leverage this rapidly growing platform for marketing purposes and for those who have just begun experimenting with the tool, they have to re evaluate their snapchat strategy.
This year, several companies (16handels, Lilly Pulitzer, and Taco Bell to name a few) have joined snapchat and included it in their marketing strategy. These companies used snapchat's disappearing image and video feature to their advantage by running campaigns that required people to come to the store and show instant coupons at the register. The also used it to share secret messages and insider information with loyal fans.
A new update for Snapchat
that just rolled out adds an option to create Snapchat Stories, a new
type of sharing for the temporary social network which allows users to
build chains of shared content that can be viewed an unlimited number of
times over a 24-hour period. Now that the platform has incorporated the 24 hr timeline feature, it
is very unclear how such consumer facing companies will make the shift or how consumers will respond to 24 hr snapchat messages from marketers.
http://techcrunch.com/2013/10/03/snapchat-gets-its-own-timeline-with-snapchat-stories-24-hour-photo-video-tales/
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