Snapchat first gained notoriety as the ?sexting application,? something teenagers used to send each other risqué photos that they hoped would disappear from cyberspace after a quick moment.
Over the past four years, however, the app has experienced mythical growth. With more than 100 million active users, Snapchat now attracts 10 billion video views per day, and it has supplanted other social networks as the primary way young people communicate.
comScore reports that more than 60 percent of Americans between the ages of 13 and 38 are Snapchat users, and according to eMarketer, 45 percent of Snapchat?s users are between 18 and 24, while this demographic represents just 16 percent of Facebook?s user base.
As Snapchat has grown in numbers, it has also carved space for entirely unexpected digital opportunities. Media outlets like National Geographic, Cosmopolitan, BuzzFeed and Vice are using Snapchat?s Discover platform to deliver content, and the National Football League became the first Snapchat Explorer partner, whereby it presents Live Stories and video highlights to fans. In this year?s presidential race, Bernie Sanders used the platform to campaign in Iowa, and the Republican candidates actively used Snapchat to rally young voters–The White House even joined Snapchat in January.
Snapchat also opened up a whole new world for advertisers eager to connect with its ?fanatically engaged? millennial and Generation Z consumers.
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