As every marketer is (hopefully) aware of, Snapchat is all the rage right now. Yes, a few other social platforms have recently taken temporary headlines (Peach, Music.ly, Anchor), but the overarching message is clear: Snapchat is here to stay and you might as well get used to it.

For those of you who are still confused by the Snapchat phenomenon, here are a few ways to think about it and use it organically:

Here are a few reasons why marketers are freaked out by Snapchat

They don’t know what they’re doing.

Its purpose appears to be too vague.

The immediate ROI of its usage isn’t unclear.

They don’t know how to build a following on it.

It requires too much time and attention.

It’s only for teenagers.

It just seems stupid.

Okay Negative Nancies, let’s start from the beginning. Here’s the basic idea

Snapchat is a place for users to share their daily experiences with the world in real time, and since each video/image disappears within seconds, it makes that small piece of content much more special.

(If you only had 10 seconds to meet Beyonce, you’d cherish the hell out of those 10 seconds, right?)

Each video or image can be edited with geotags, filters, texts or drawings, and can be shared with everyone on your Friends list or selected individuals.

There’s also a ton of other stuff that should probably be included in this such as Stories Discover, but you can read more about that (and Snapchat’s war against Facebook) here.

How you even have friends on Snapchat in the first place

You can add friends individually by username, address book, Snapcode or nearby users. For people to add you, share your username or Snapcode with your audience and they can add you from their accounts. Once they do, they’ll be able to view all of your content on Snapchat and vice versa.

How to think of Snapchat interactions

Interacting with other users on Snapchat is similar to interactions in real life.

I might run into a friend on the street and that interaction will last about 20 seconds (“Hey, how are you? How’s your family? Okay, gotta run, see you later!”). Then, you part ways and the moment disappears, right? It’s the same as Snapchat.

Snapchat interactions are as close as we can get to physical interactions within the social media realm.

This is why a concerning number of marketers are misusing Snapchat and not seeing the ROI on their efforts. They think that each Snap they send out into the world needs to be perfect and planned. But when doing this, it actually defeats the platform’s purpose. Each piece of content should be raw, authentic and natural, just as physical interactions are.

Why Snapchat is so successful

Because people value transparency in their relationships, including in their relationships with brands. This is what instills trust and deepens relationships.

Each Snap doesn’t need to be planned or perfect; it just needs to be real. Snapchat was built for these authentic interactions, and this is why it’s the most prominent tool for deepening brand advocacy within the Millennial era.

What to actually share on Snapchat

A lot of brands tell me that they don’t see Snapchat being relevant for them since there’s nothing interesting going on that their customers would care about. “We’re just a boring office!” or “I’m a pretty quiet guy” are some of the concerns I hear. People jut don’t want to share their shit on the Snap.

But, it really doesn’t matter — this is who you are, and your customers will appreciate your openness if you show that vulnerability.

For example, I follow a beauty blogger on Instagram (@trendmood1) who always offers insights on the newest cosmetic products. She has added a ton of value to my my cosmetics-obsessed life, so I naturally decided to add her on Snapchat as well.

But on Snapchat, I was surprisingly happy to see that she doesn’t just talk about makeup — she talks about her family, her son, recipes, and generally shows aspects of her life that we, as fans, wouldn’t know about otherwise.

This makes her much more than just a celebrity beauty blogger; it makes her a mother, a friend, a regular woman who we can all relate to.

How often you should post

As much as you want. There’s no way to make an editorial calendar to plan what you’re sharing on Snapchat because it’s raw, in-the-moment footage. So be casual, have fun, and don’t force it. You’ll be alright.

How to measure its ROI

On Snapchat, you can see how many people are viewing your content, screenshotting your content and adding you as a friend at any given moment. Although there is no way to add direct links within the platform (to a landing page, website, etc), the long-term effects on brand equity are significant.

Instilling and deepening trust with your audience will make them a brand advocate and customer for life, as apposed to a lukewarm customer who clicked on a link once. Trust me, it’s worth the payoff.

PS: Speaking of which, add me on Snapchat! lelkins18 :)