By making the ad ephemeral, it increases its perceived worth to the user, and increases its likelihood of free marketing through sharing and online “news” sources, and by making it optional, it allows ads to feel opt-in. The user is in control, so there won’t be the same sort of backlash seen by Facebook, Twitter, and Instagram, and the customer is even drawn in because, unlike an ad on a website or in a newsfeed, which is seen by a user and then ignored, a Snapchat user will want to see an ad because they don’t have to. What business wouldn’t want that when advertising?

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