Snapchat is a popular, interactive social media app that has grown exponentially since its inception in 2011. Most users share moments of their lives with friends through the app, but digital marketers and businesses are utilizing it to connect with their fans. If you are considering expanding your brand's digital presence to include Snapchat, you should keep these tips and tricks in mind:

1. What are your goals in using Snapchat?

One of the first things you should decide is your purpose on Snapchat. Posting stories is the easiest way to get your snaps out to anyone who has added you on the app. However, there are several things to consider before committing to Snapchat:

• Who is your target audience and is Snapchat the best way to reach them? Your target audience’s Snapchat activity is the most important consideration for your decision to use Snapchat. In the initial public offering documents of Snap Inc., it was reported that 85% of the app's daily users are between the ages of 18 and 34. There are younger and older users, but reaching them may be a struggle, especially for a new or small brand that may find traditional social media, like Facebook, to be more effective.
• Who will follow you, and how will you get them to add you? Once you have a target in mind, getting them to connect with you is the next step. Every Snapchat user has a unique Snapcode, a personalized image that can be saved, shared and scanned within the app to add that user. If your business has an established group of fans already, share your Snapcode or username on those social media outlets to reach as many people as possible.
• How often will you post? Keep in mind the 24-hour limit of stories. Keeping a consistent schedule can be hard, especially when Snapchat posts disappear after a day. Have a content calendar, or, at the very least, maintain an organized idea of what posts will best represent your brand. Having a clear vision of the content will give your Snapchat, or any social media profile, a clean and professional look.

2. How can you make your brand visual?

The smartest and most popular businesses can create new content with visual impact on any social media site, from Facebook to Instagram or even YouTube. Snapchat should be viewed similarly: the content must be compelling. Some brands are inherently visual. Whether you are a restaurant or retailer, there are plenty of opportunities to post on Snapchat. Others, in fields like logistics or accounting, might struggle with generating creative content. There are plenty of ways to engage an audience, so do your research. Reaching out to a creative mind or a marketing agency could also be beneficial to your business.

3. Take advantage of new and special features!

A recent Snapchat update includes the feature to attach a link to a snap, allowing viewers to swipe up and go to a webpage. Taking advantage of the webpage function can increase web traffic and allow your viewers to take action based on what they are seeing on your Snapchat story. If you post a photo of a particular product, attach a link to the product listing. Recording your food prep? Send users to a recipe so they can recreate your meal. Additionally, Snapchat geofilters are a totally customizable way to accent snaps within a certain area. By using premade templates or uploading your own designs, geofilters are a fun way to get people to notice your brand at a relatively low cost. Snapchat makes it easy to share and to advertise with interactive content. As it matures, there will surely be more things for businesses to consider, especially in terms of advertising. For now, though, it’s a youthful way to connect and share photos and short videos if it feels right for your brand.