The core feature of Snapchat is the creation of multimedia messages, referred to as snaps, which can consist of a photo or a short video, and can be edited with text, filters, stickers or other overlays. Snaps can be shared as a semi-public story, which is automatically shared with the user's contact list, or sent privately. Sending messages and photo snaps were the most popular Snapchat activities among active users worldwide.
Snapchat audiences are predominantly young, with the company reporting the majority of users to be aged less than 25 years and a sizeable portion aged 13 to 17 years. Overall, 18 percent of Snapchat users access the service more than once per day, and the app ranks ahead of Tumblr and Twitter in terms of U.S. user engagement.
The platform has also become a cornerstone of social media marketing towards teens and Millennials. Visually strong brands such as sportswear, beauty and fashion are leading the way in terms of Snapchat adoption. The platform generates the majority of its revenues via advertising and branded content. In the second quarter of 2018, Snapchat's revenue amounted to 262 million U.S. dollars.