Snapchat's real time nature is attractive to digital marketers

Snapchat has grown five fold in the past year with its key demographic of teens and 20 somethings. Some marketers are hesitant to enter the Snapchat realm due to its private nature. However, on the other hand, the platform's ephemeral nature is what makes it particularly appealing to marketers. These ads are temporary, and have an expiration date, which create a sense of urgency for the viewer. Snapchat is also capitalizing on real time content, which is grabbing more attention than static media like Facebook. It is also easy for brands to be genuine on Snapchat, allowing for marketers to show insider content from the brands themselves. Snapchat also presents major challenges to digital marketers. Mainly, most organizations are not nimble enough to keep up with the evolving nature of the platform that can change daily. Most large brands have approval processes that slow down the ability to use such an organic platform. In order to use Snapchat effectively, marketers need to let go of their polished content that has been vetted by all. Also, brands see the users as too young to relate to brands and afford the products they are selling.