As with anything else, Snapchat has its pros and cons. Brands are reluctant about using the mobile app because of the lack of analytics and targeting opportunities and, since late 2014, the money to pay for an ad space. It might feel like an expensive shot in the dark. On the other hand, many global brands such as Disney, Universal Pictures, Heineken, McDonalds and Audi have added Snapchat to their digital marketing toolbox. They became Snapchat brands, hereafter called the self-invented word ‘brandsnappers’ – keep reading to find out why. 

Facebook, Twitter, Snapchat, Instagram, Vine and YouTube might sound familiar to you. At least for many it does since these social networking sites are used all over the globe. We certainly reside in a world where 24/7 connection and collaboration is mundane, which can only be described as ubiquitous. (Hoffman & Novak, 2013; Hanna, Rohm & Crittenden, 2011) Even though social media already is popular, it looks like it is growing in popularity by the minute. As online social networking behaviors increase in an ever-connected and mobile world, it becomes important for brands to find a way to employ social media in a proper way (Hoffman & Novak, 2013).