With 200 million monthly active users, it is no overstatement to say that Snapchat is a sizable social network. Interestingly, of these 200 million users, the majority are millennials. Why is this social media service so popular with the youth? Easy: it’s like one big party.

Think of Snapchat like this: In The Great Gatsby, one character remarks that she likes “large parties—they’re so intimate.” Snapchat is like a large party—a loose affiliation of revelers sharing random and impromptu moments of their lives in an unpolished fashion. Twenty-four hours later, the moment is gone.

How can you harness the marketing potential behind Snapchat? Just follow the golden rules: know your platform, know your audience. Snapchat is an informal network, as are its users. For instance, there is a doodle tool and many different color options for text. Do not be afraid to utilize these as a marketer: not only does your target audience use them all the time, but they will be more receptive to ads that really “get” them. Show your audience things that you would not post on other social networks—give them the raw exclusivity of the Snapchat experience.

If you are having trouble with Snapchat marketing, you can always partner with an influencer to help expand your reach. Snapchat could be the way of the future—30% of millennial social media users actively use Snapchat. Any business looking to market to the rising generation ought to take heed of Snapchat’s ascent and develop a marketing strategy for the offbeat social media service.

See Social Fresh for more.