Even if you’ve invested lots of time and resources into building a reputation on Facebook, Twitter, or Instagram, you may be missing out on one of the fastest growing platforms available. If you’re not familiar with Snapchat, perhaps it’s time to get acquainted

In this guide we’ll walk you through everything you need to know about Snapchat, whether or not it’s right for you, and how you can use it to market your business.

What is Snapchat?

Snapchat is a mobile app where users send photos and videos called “Snaps”. These can be shared directly with others or posted publicly, but they only stay visible for a short time before disappearing.

A Snap is simply a photo or short video. These can be sent to friends or shared more widely through Stories.

Stories are collections of Snaps that last up to 24 hours before they disappear.

Chats are direct messages between users, used for one-to-one conversations.

How Snapchat works and feels

Snapchat is built around short, vertical content that’s more casual and immediate. Instead of carefully curated posts sitting on a profile, most content is shared in the moment and disappears after a short time.

That gives it a more personal feel. People tend to share everyday updates, behind-the-scenes moments, and quick thoughts rather than polished, permanent content.

It also leans towards a younger audience, with strong usage among Gen Z and younger millennials, although it’s now used more widely by everyday consumers who follow brands in a more informal way.

For your business, it tends to work best when:

✓ You already create visual content
✓ Your audience is younger or highly social-media active
✓ You’re comfortable posting regularly in a relaxed, informal way

Why your business needs to be on Snapchat

The numbers are useful, but what matters more is how the platform is actually used.

Snapchat has around 23.9 million users in the UK, covering roughly 34.4% of the population or just over 40% of people aged 13+.

It’s particularly strong with younger audiences, reaching around:

• 90% of 13–24-year-olds
• 75% of 13–34-year-olds

At the same time, over 45% of users are now aged 25+, showing it’s no longer limited to teenagers and students.

Engagement is also high. Android users open the app around 424 times per month on average, more than most other social platforms.

From a business point of view, what stands out is how attention and activity translate into marketing performance. According to Business Reporter data:

• Snapchat ads in the UK average around £2.23 CPM, lower than Facebook’s ~£3.87
• Sponsored Snaps can deliver around 2x higher conversions per view
• AR ads have been shown to increase swipe-to-purchase rates by up to 6.4x
• Around 10% of UK users have made purchases through the platform

What this suggests is simple: it’s a high-attention environment where content is seen quickly and often acted on in the moment.

Beyond the data, businesses tend to use Snapchat for a few clear reasons:

✓ It helps your brand feel more natural and less staged

✓ It works well for behind-the-scenes and day-to-day updates

✓ It suits short, visual content rather than detailed explanations

✓ It encourages direct, informal interaction with your audience

Engagement comes less from polish and more from presence. Content feels closer to real life, which is why it often performs well for brands that are comfortable showing what happens behind the scenes.

If that fits your audience and content style, it can be a useful channel to test alongside your existing marketing.

How to set up Snapchat

Getting started on Snapchat is straightforward. Download the app, create an account, and use a business name or handle that matches your other social channels.

Once you’re in, it’s worth keeping things consistent across platforms so people can easily find you elsewhere.

Most businesses use Stories as their main way of posting. These sit at the top of the app and last 24 hours, making them useful for day-to-day updates and simple behind-the-scenes content.

Unlike some other platforms, Snapchat content is mainly seen by people who have added you, so early visibility comes from building that first group of followers.

To do that, keep it simple:

✓ Share your Snapchat handle on your website and other social channels

✓ Use your Snapcode so people can add you fast

✓ Let existing customers know you’re active on Snapchat

From there, it’s just about starting to post and letting your audience grow over time.

See also: Top 8 Social Media Management Tools

How to create and share content

Let’s start with the basics: how to take and edit a snap.

When you open the app, it automatically opens to the camera:

To take a photo Snap, tap once on the capture (circular) button at the bottom of the screen. To record a video Snap, press and hold for as long as you want the video to be. A red marker will appear to indicate that it’s recording. Once you’ve created the snap, you will be sent to this screen:

This is where you are able to edit your photo or video Snap. So now you have the following options at the top of your screen:

• Stickers (square icon that resembles a sticky note).
• Caption (“T” icon) that allows you to write a message using text
• Doodle (pencil icon) that you can use to draw anything.

You can also edit the settings of a Snap. At the bottom of your screen you will see:

• Timing (clock icon), which allows you to select the amount of time that your Snap can be viewed
• Download (downward arrow icon) that lets you save your snap to your phone’s camera roll, to Memories, or both.

When you’re ready to send your Snap, simply click the blue arrow icon on the bottom of your screen. You can then select which contacts you’d like to send it to by checking the box beside your name. When your message is sent, the app will change to the Feed screen.

Now, if you tap on the dots to the right of your story, you’ll see your Story analytics. This is where you’ll be able to see who has viewed your story, who has saved them to their phones and more. Use this information to determine what type of content your audience likes most so you know what you should focus on going forward.

Another great feature you should take advantage of is Snapchat Discover. Simply swipe right-to-left from the stories screen to get to the Discover page. This is a fantastic place to curate content and get some inspiration on how to best use Snapchat to promote your content.

For more, check out: How to Use Google Trends for Your Online Business

Ads, lenses and paid options

Ads on Snapchat appear inside the normal flow of content, usually between Stories or within Spotlight. They’re mainly designed to help you reach new people rather than explain something in detail.

There are a few main formats. Story and Spotlight ads are the most common starting point, giving you visibility across different parts of the app. Collection ads let people browse a small set of products, while AR lenses and filters add a more interactive layer if you want something more engaging.

Most small businesses start with a modest budget and test what works before scaling anything up. It tends to work best when you already have a clear offer and a simple visual message.

Lenses and filters can be useful for awareness, especially around launches or events, but they’re not essential for every business.

Posting, performance and expectations

On Snapchat, consistency matters more than volume. There’s no set posting schedule that suits everyone. Some businesses share a few updates a week, others post in short bursts when something is happening.

The main thing is keeping it realistic so it fits into your normal routine, rather than feeling like an extra task on top of everything else.

When it comes to performance, it helps to focus on a few simple signals:

✓ Views and story completion rates

✓ Replies and direct engagement

✓ Clicks or swipe-ups if you’re running ads

These give you a better sense of whether people are actually watching your content and taking interest, rather than just scrolling past it.

Snapchat usually isn’t about instant results. It works more as a steady way to stay in people’s minds over time, rather than driving immediate action every time you post.

For more, check out: How to Find the Best Hashtags For Your Social Media Feeds

What types of content work well on Snapchat?

Don’t know what type of content to share on Snapchat? Here are a few ideas of how other brands are using this platform to build a following and to raise brand awareness:

Share behind-the-scenes glimpses

Anything from what’s going on in the office, team buildings, or after-hours moments can become engaging content for your audience (assuming it’s interesting). People love exclusive insights into the brands they follow, so don’t be shy — share that unique personality behind your brand. It’s key to building stronger relationships with your fans.

Offer time-sensitive discounts

Sharing discounts, special offers, and coupons on Snapchat is a great way to build brand loyalty and drive followers to your website or store. Users have to keep a close eye on your business to catch these time-sensitive deals. Once they’re hooked on your offers, they’ll check in regularly, making it easy to share more about your brand and products while boosting engagement and loyalty.

A good example is the frozen yogurt shop 16 Handles. They ran a New Year campaign offering discounts to customers who sent a Snap of themselves enjoying their yogurt. Food delivery service Grubhub also hosted a week-long “SnapHunt” scavenger hunt, posting daily challenges for a chance at free takeout.

Another example comes from food delivery service Grubhub. They hosted a week-long scavenger hunt contest dubbed “SnapHunt” where every day for a week they posted a new challenge for followers to complete for a shot at $50 in free takeout. More than 30% of GrubHub’s Snapchat followers participated and the brand saw an increase of 20% in followers during the contest. Not bad at all!

Educate with quick tips

Snapchat is perfect for short how-to videos, tutorials, Q&As, and informational content that adds value by educating your audience. Use it to teach anything from fixing a dripping shower head and using your product to tips for being a morning person or getting motivated to exercise.

General Electric does this brilliantly, showcasing their geeky personality while sparking interest in science. They answer user questions by explaining concepts in a fun, clear way. No matter your business, your audience has questions you can tackle in engaging Snapchat videos.

Build launch anticipation

Snapchat’s short clips are ideal for creating buzz around events, product releases, or website redesigns. Create a series of Snaps to spread the word about what you’re promoting.

Fashion label Rebecca Minkoff debuted its 2014 Spring collection on Snapchat just before New York Fashion Week. Fashion fans loved getting the scoop early. You can also send a special 10-second Snap to select influencers or followers for an inside peek—they’ll help spread the word for you.

Some useful tips when using Snapchat

If you’ve decided you’re ready to start Snapping for business, here are a few things to help you put together a strategy:

Consistency is key. Considering that content disappears from your story every 24 hours, this means you need to constantly give your friends and followers something to look at. Aim to share between five to ten snaps per day, combining photo and video Snaps to keep your audience engaged and interested.

Don’t overthink it. What makes Snapchat so appealing and popular is that it encourages brands to tell the raw, unedited story. So think about the stuff that would make your customers smile or more interested in your business and the products/ services you sell. Take a Snap of those things and share them with your audience.

Take advantage of drawing tools to spice up content and make it more fun and interesting.

Use your existing channels to build a following. Promote your Snapchat username and snapcode on your website (About Us and/ or Contact pages), on social channels like Facebook and Twitter, in the footers of your infographics or other visual content that you share on your blog, or on other platforms like SlideShare.

Get creative! You don’t have to use Snapchat the same way other brands are using it. Think outside the box and do something different. For example, why not find a way to offer support via Snapchat by asking questions and creating Snaps where you answer those questions? Or you could ask customers to send you Snaps with the problems they’re having and you could then provide a solution in a video Snap.

Have fun with it, and your audience will too. It’s such a great platform where you can experiment with all sorts of tools to make your content more engaging. So don’t be afraid to show some of your brand’s unique personality.

And a final piece of advice: don’t join Snapchat unless it benefits your business. Don’t just jump in because it’s a new, exciting platform. If your audience isn’t on Snapchat, you’ll just be wasting precious time and resources  that you could very well be investing on a different channel where your potential customers are actually spending time online.

See also: Your Website A–Z: From Domain to Launch

Wrapping up

Getting started with another social network and learning how to use it to your advantage can be a daunting, time-consuming task. But once you get the hang of it, Snapchat can be a lot of fun, and not just for you, but for your audience too. So use this guide to get started, experiment with different types of content to see what works best for your followers and you’ll be a pro before you know it.