Hasta La Creative!

Snapchat wasn’t built for brands, and barely behaves like a typical social platform. And yet, as it enters a new round of funding that would value the company at $19 billion, the photo-and-video-sharing app is working to become a more attractive place for advertisers. Brands see the opportunity to reach an audience that has grown to upwards of 100 million users, but how much value is there in paid placements that are ephemeral — up in smoke in ten seconds? And is there any room for organic success on a platform that takes pride in making discoverability difficult?

While Snapchat has its share of challenges for marketers, it offers something unique in the world of mostly-broadcast, feed-centric social media — intimacy at scale. Every time a user opens a snap, she has no idea who else if anyone is seeing it. It’s a tiny, personal gift, even when broadcast to a huge audience. And brands can use it to bring people closer to their culture, events and personalities. It’s the perfect behind-the-scenes platform because it’s built to deliver unfiltered, intimate content.

Here are a few things to keep in mind before you give up the ghost:

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