snapchatSnapchat may get some bad connotations when thinking about the social media platform, but a number of brands have seen past the poor stigma and leveraged the platform for their benefit.

Young adult authors and publishers may consider doing the same.

For those who don’t know about Snapchat, it’s an app that allows users to share photos and videos that last anywhere from 1 to 10 seconds before it disappears. The negative attention to the app had to do with sexting.

In this article on Brand Driven Digital, Nick Westergaard gives Snapchat a look and explains why it matters. Here’s why young adult authors and publishers should pay attention: “nearly half of Americans 12–24 use Snapchat.”

Oh? The exact audience that young adult writers crave.

Many authors and publishers already use Facebook and Twitter where the demographics are wide and often older. Here, Snapchat targets that important younger audience.

It’s a rather interesting app to consider part of your marketing plan.

Here are a few tips to decide if it’s right for you:

– Join the site and look around for a few weeks. Understand how it works and why it’s popular for a younger audience.
– Watch what some of the bigger, more popular users do. See if there are ways you can emulate their ideas to create your own content.
– Ask a teen about it. If you have children or friends who have children in that age range, talk to them about the site and learn what is important to them.

The key to any new plan is research. You may learn that Snapchat is not for you, but it should be something that you check out before dismissing it.