Snapchat’s metrics cannot be ignored; over 100 million daily users, 10 billion daily video views and a hefty valuation of $16 billion. Many may not remember that the image messaging app initially existed as a private social platform with limited appeal, but since its creation four years ago a wide range of new features have expanded its horizons. Namely, the addition of brand channels, publications and live event coverage transformed the app into a hub of public and private content, meaning the app now appeals to a much broader audience. Of particular interest to marketers considering Snapchat is news of older users flocking towards Snapchat in the same way Facebook has recently seen a surge in popularity amongst over 35s. To the dismay of teenage sons and daughters around the world, Comscore reports that over 35s now account for 14% of Snapchat’s user base, up from just 2% three years ago. With a wider audience and plethora of tools available to deliver marketing messages, many brands are eager to partner with a social media giant at the height of its powers.