The hot mobile app has to take great care in how it monetizes the large user base that it has accumulated. The "army of youth" underscoring Snapchat's base is very fickle, as evidenced by the quick migration away from Facebook over the past couple of years. The plan is to curate user generated content from events, for example, in addition to standard ads that will be served in app. The key will be minimizing the invasive nature of any and all of these ads, because as history has proven, this bunch will quickly jump to the next "sexy" app if it feels the experience has eroded. Snapchat really needs to continue to take great care as it evolves into a useful weapon in the mobile marketing arsenal. Failure to do so will surely result in the app, and in turn the business, losing its allure.
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