To Snapchat or Not To Snapchat is a question I am asked by some clients. They recognize that Facebook, Twitter and LinkedIn remain the big three for most businesses large and small, but no one seems very sure about using Snapchat.

In 2016, Snapchat had been around for 5 years, but Instagram got into their space by adding Stories to their platform with filters, stickers, and text overlay, and just last year Snapchat’s parent company, Facebook, also rolled out its own Stories and the option to crosspost between platforms.

Does Snapchat make sense for your brand?

Here are some numbers. Snapchat is especially popular with Generation Z. 79% of US teens have a Snapchat account and rate Snapchat above other platforms. On the other hand, only 2% of Baby Boomers use Snapchat.

If your brand bathes in the fountain of youth, Snapchat is a place to be. If Boomer dollars are your target, there’s no point in using the network.

One suggestion to stay in touch is to follow the posts about specific networks on the big social media sites – for example focus on posts about using Snapchat at blog.hootsuite.com/topic/snapchat/