“My sense is its growth will continue and even accelerate [throughout] 2016. What happens beyond that is tied to their ability to do what Facebook has done so well — keep innovating new ways for users and advertisers to find value from the platform,” said Noah Mallin, MEC North America, in a recent Adweek article.

“Snapchat has become harder and harder to write off, make fun of, or ignore.”

Snapchat has become harder and harder to write off, make fun of, or ignore. What seemed at first to be an app for kids to share disappearing videos and photos of themselves has evolved into a content monster in 2016.

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With more than 100 million daily users, marketers have begun scheming ways to infiltrate this media-rich, Millennial fest. It’s not only fun and engaging for users, but the app has transformed communication for Millennials, much like texting, Facebook, Twitter, and emoji’s did before it.

In fact, the rate of growth for the platform is outrageous. Snapchat will most likely have its IPO in 2016, which if you compare to the launch-to-IPO growth to Facebook, will be in about half of the time it took “Zuck.”

All of this is water under the bridge, though. Snapchat has started innovating like social media platforms twice its age. In addition to unique filters, Snapchat ads, back-end analytics, and real-time video chatting, Snapchat has introduced refined ad targeting, reduced ad prices for marketers, introduced brand channels, and tested innovations like code readers for products.

What does this mean for your brand? If you’re looking for a way “in” to Millennials consideration, use this channel. Snapchat is a playful way for brands to make an impact in short bursts with its target audience. Just like anything else, to succeed is to stay authentic to the brand. Real innovation comes with a responsibility to stay authentic to your brand values, but it doesn’t mean that you have to stay rigid. Snapchat is a nice gateway to loosen up and have fun.

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“Snapchat’s major advantage is that it’s entirely rooted in the user behavior and values of a digitally native demographic, not in those of a demo who started using social media in college,” noted Topher Burns, group director, distribution strategy at Deep Focus. “It understands how they want to share and consume content, what they’re comfortable divulging, and how to appeal to their interests.”

Will your brand start a Snapchat channel in 2016? Comment below and tell us what your goal is with the channel.

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