Platforms come and go, but few have managed to leave a lasting impact quite like Snapchat. Launched in 2011, this multimedia messaging app quickly gained popularity for its unique approach to communication, emphasising ephemeral content and real-time sharing. Snapchat’s innovative features, such as disappearing messages, Stories, and augmented reality filters, have captured millions of users’ imaginations worldwide and influenced the design and functionality of other social media giants.
As we delve deeper into the world of Snapchat, we will explore how this app has transformed digital communication, shaped social media trends, and continually evolved to stay relevant in an ever-changing technological landscape. From its humble beginnings as a university project to becoming a cultural phenomenon and a significant player in the tech industry, Snapchat’s journey is a testament to the power of creativity and innovation in the digital age.
What Is Snapchat?
Snapchat is a messaging app created by Stanford University students Evan Spiegel, Bobby Murphy, and Reggie Brown. Frustrated by the permanence of photos and messages on Facebook, they wanted to create an app where shared content would disappear. After initial launches such as Picaboo and Snapchat, the app became popular among teens and millennials, with over 100 million active users by 2014.
You can use the app for various purposes, with the most essential and common one being to communicate with other users by sending them videos and pictures. A picture or video sent on Snapchat is called a Snap. In 2014, only three years after the mobile app was first released to the public, more than 700 million Snaps were sent daily. The app is geared toward teens and young adults, but its popularity has become a worldwide sensation used by people of all ages.
As we mentioned, Snapchat automatically erases Snaps after being viewed.
The longest time a Snap can be viewed is 10 seconds unless you change the settings and add the Snap to your Story Wall. Story Walls are viewable for up to 24 hours. You can change settings to keep the messages from erasing, but this applies only to the photos and videos you send. They must alter their default settings to view other people’s photos and videos for longer than a few seconds.
In addition to pictures and videos, you can add text to the messages sent via this app. This means you can also turn any Snap into a text message; however, remember that all Snaps are considered multimedia messages. Still, because they are sent using the Internet, there is no reason to fret about going over any MMS data allowance. You can also customise Snaps with filters, effects, stickers, and more.
Today, Snapchat continues to attract younger demographics, with over 90% of daily active users between the ages of 13 and 24. The app has evolved beyond disappearing photos to become an entertainment, messaging, and creativity hub. As of 2025, Snapchat had over 400 million daily active users.
Benefits
The app offers unique benefits that appeal to younger demographics. Take ephemerality, for example. The disappearing nature of Snaps and Stories creates a sense of urgency and intimacy. This reduces social media anxiety and allows users to share more freely. According to Snapchat’s research, over 70% of users feel more comfortable expressing real feelings when they know that Snapchat has disappeared.
This very disappearing content, too, and the ability to control who can view their Snaps and Stories and what they share publicly gives users a feeling of privacy.
Visual communication helps users connect and understand each other better. Photos and videos are processed 60,000 times faster in the brain than text. In this regard, Snapchat makes communication more visual and engaging using filters, lenses, and multimedia that convey emotions and experiences in a fun way.
The application is often called the “anti-Instagram”, where users can share raw, unedited moments from life’s daily ups and downs. With less pressure for perfection and no tally of likes or comments, Snapchat offers a more authentic social experience.
With AR lenses, filters, Bitmoji avatars, and more, Snapchat uncorks creativity and fun when messaging. 70% of daily users play with or create new Lenses on Snapchat. The app has unlocked viral creativity.
The Features
Understanding Snapchat’s features is essential for maximising its potential for personal use or business applications. The platform has evolved beyond simple disappearing messages to include sophisticated communication, creativity, and engagement tools.
Stories
Stories represent one of Snapchat’s most significant innovations, later adopted by numerous other platforms. This feature allows users to compile photos and videos throughout the day into a narrative sequence that disappears after 24 hours.
How Stories Work
Users can add multiple Snaps to create a continuous story
Stories are visible to friends or can be made public
Content automatically disappears after 24 hours
Users can see who has viewed their stories
Business Applications
Share daily operations and behind-the-scenes content
With over 250 million people using Stories daily, this feature provides significant reach opportunities. Users under 25 spend an average of 30 minutes daily engaging with Stories, making it a valuable channel for sustained audience engagement.
Lenses and Filters
Snapchat’s augmented reality (AR) features distinguish it from other social platforms. Lenses use AR technology to overlay digital effects onto real-world environments, while filters modify the appearance and feel of photos and videos.
Types of AR Features
Face Lenses: Transform users’ appearance with digital effects
World Lenses: Add virtual objects to real environments
Branded Lenses: Custom AR experiences created by businesses
Filters: Overlay graphics, text, and effects onto content
Popular lenses generate billions of views, with over 6 billion lenses used daily on Snapchat. This presents substantial business opportunities to create engaging, shareable content through sponsored lenses and custom AR experiences.
Discover
The Discover section transforms Snapchat from a personal messaging app into a content consumption platform. This feature allows users to access curated content from publishers, creators, and brands.
Snap Originals: Exclusive shows and series produced by Snapchat
Over 25% of Snapchat’s daily users engage with Discover content, with time spent watching increasing by 40% year-over-year. This growth demonstrates the platform’s evolution into a comprehensive entertainment and information hub.
Chat and Communication
While known for visual content, Snapchat also provides robust traditional messaging capabilities. The chat feature supports various communication formats and group interactions.
Chat Features
Text Messaging: Traditional text-based communication
Voice Messages: Audio recordings for personal communication
Video Calls: Face-to-face conversations through the app
Group Chats: Support for up to 32 participants
Bitmoji Integration: Personalised avatars for expression
File Sharing: Send documents, photos, and other files
Snap Map
Snap Map introduces location-based social networking. It allows users to share their location with friends and discover local events and activities.
Snap Map Features
Location Sharing: Choose who can see your location
Event Discovery: Find local events and popular locations
Local Stories: View content from specific geographic areas
This feature provides businesses with location-based marketing and event promotion opportunities, particularly useful for retail establishments, restaurants, and event venues.
Exclusive Features: Access to beta features and new capabilities
Etiquette and Privacy Tips
Snapchat has its etiquette norms that new users should know, for instance:
Don’t screenshot or record Snaps without permission. The sender is notified if you do.
Drawing or adding text on a Snap means you want the receiver to respond. Leave it empty if you do not want a reply.
You may want to avoid sending too many Snaps in a row to someone if they aren’t actively replying.
Drawing patterns on the Snapchat camera screen will unlock special filters and lenses.
Bitmoji avatars are popular – be sure to link your account.
Maintaining Snapstreaks (daily Snap exchange) with friends shows a close relationship.
That said, users, especially teens, should also exercise caution and use settings to maximise privacy. Here are some privacy tips to help protect your content on Snapchat:
Don’t add strangers as friends. Avoid sharing usernames publicly.
Report abusive behaviour within the app and block users who are harassing you.
For teens, parents can enable restrictions on who kids can interact with.
Snapchat for Influencers and Creators
Snapchat’s creative tools and engaged audience provide a powerful platform for influencers and creators to grow their following and monetise their content.
Building a Community: Influencers can use Snapchat’s interactive features to connect with their audience personally, creating a sense of community and belonging.
Monetising Content: Snapchat offers various monetisation options for creators, such as Snap Ads, story views, and branded lenses.
Snapchat for Schools
Did you know that Snapchat can also be used for educational purposes? That’s right, and many schools have already hopped on the Snapchat education bandwagon. Increasing student engagement is the number one goal behind using Snapchat in the classroom, and fortunately, studies have confirmed that engagement can be increased when used correctly.
With students between the ages of 12 and 24 using Snapchat more than any other social media platform, it makes sense that all schools should integrate this platform into their daily teachings. From increasing participation in school projects to sending updates about school cancellations, there are many ways to use Snapchat in schools.
If you’re looking for an app that can be used in various ways, please don’t overlook the many possibilities you will gain when using Snapchat. From sending messages to your friends to giving updates on school projects, Snapchat is the ultimate communication platform that can be used all around the globe.
Video is the core element of this interesting social media platform. Contact our digital marketing agency team if you are considering video marketing or video production for your business.
Marketing Strategy Guide
Developing an effective Snapchat marketing strategy requires understanding the platform’s unique characteristics and user expectations. This section provides frameworks and practical guidance for businesses building successful Snapchat presences.
Audience Analysis and Targeting
Understanding your audience is fundamental to Snapchat success. The platform’s demographics and usage patterns influence content strategy and engagement approaches.
Demographic Considerations
Age Distribution: Primarily 13-34 years old, with the highest engagement among 18-24 years old
Usage Patterns: Average 30+ app opens per day, indicating high engagement
Content Preferences: Authentic, unpolished content over highly produced material
Communication Style: Informal, immediate, and visual communication
Targeting Strategies
Behavioural Targeting: Focus on user actions and interests
Geographic Targeting: Utilise location-based features for local businesses
For businesses looking to maximise their Snapchat potential, professional digital marketing services can provide expertise and resources that drive results.
Analytics and Reporting: Track performance and provide actionable insights
“Most businesses approach Snapchat with the wrong mindset—they try to apply Instagram or Facebook strategies to a platform built on authenticity and immediacy,” explains Ciaran Connolly, Director of ProfileTree. “The brands that succeed on Snapchat understand that users want to see your business’s real, unfiltered side. It’s not about perfect content; it’s about building genuine relationships through consistent, authentic storytelling.”
AI Implementation: Integrate artificial intelligence for marketing automation
Conclusion
Snapchat has come a long way since its early days as an ephemeral photo-sharing app. It has evolved into a robust platform for visual communication, storytelling, entertainment, and creativity. While the core functionality remains Snaps that disappear after being viewed, long-term success will depend on Snapchat continuing to innovate and leverage new technologies like augmented reality.
With its younger demographic base growing, Snapchat now faces competition from apps like Instagram and TikTok, which are catching on with youth audiences. But for now, Snapchat remains the go-to daily app for authentic, fun, and creative digital engagement for millions of loyal users worldwide. Its privacy-first approach gives it an edge as society grapples with the downsides of permanent social media. For those seeking relief from the pressure and competition of other platforms, Snapchat provides a welcoming oasis built on imperfection and identity.
FAQs
How do you send a Snap?
To send a Snap, open the Snapchat camera, take a photo or video (or select one from your camera roll), customise it with filters or effects, set the viewing time, and choose recipients or add it to your Story. The process is designed to be quick and intuitive.
How do Snapchat filters work?
The filters use augmented reality technology to overlay digital effects onto real-world images. Some are static overlays, while others use advanced AR to add animated effects that respond to facial movements or environmental changes. Snapchat and third-party creators constantly develop new filters.
Can you tell if someone screenshots your Snap?
Yes, Snapchat notifies users when someone takes a screenshot of their Snap. This feature helps maintain the platform’s emphasis on ephemeral content and gives users control over their privacy.
How do you view old Snaps?
Unfortunately, Snapchat automatically deletes Snaps once they’ve been viewed, and there’s no built-in way to retrieve old content. Users must take screenshots to save content, though this notifies the sender.
How does the Snap Map work?
Snap Map allows users to share their real-time location with friends and discover local events. Users have full control over who can see their location, and Ghost Mode provides complete privacy. The feature also shows heat maps of popular places and local Stories.
Ready to Transform Your Snapchat Marketing?
Don’t let competitors capture millions of engaged users while you’re still figuring out the platform. At ProfileTree, we’ve helped businesses across Northern Ireland, Ireland, and the UK build authentic Snapchat presences that drive real results.
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