Snapchat has grown up a lot since its release back in 2011. While most people know it as the app that lets you send "private," disappearing photos to your friends, the app has a whole lot more depth to it now. It offers branded and interactive filtering options, live news stories, and even a feature that lets you send cash to a friend.
Its popularity and growth all the way up until now has been impressive. In November 2015, Harvard researchers found that 36% of 18–29-year-old Americans have a Snapchat account, up from 28% in 2014. Today, the app has over 100 million daily active users.
While some marketers have already jumped on the opportunity to build an audience using the popular app, many are wondering where to start. How do people really use Snapchat? And how can marketers like us use that information to create compelling social content?