For those who can’t seem to keep up with the ever-changing world of social media, Snapchat is the latest and greatest when it comes to reaching the highly sought after millennial. The platform that allows users to post 10 seconds of content has 100 million daily users who send photos or videos to specific individuals or add it to their “story” feature for anyone to see.

Recent additions to the app have made it easier than ever for users to upload their content to a city, or special event story, like New Year’s in Times Square or an NFL game. Users can also make their content more unique by including a caption, emojis, geotags, and other fun filters.

So, why is a ten second photo or video so appealing to the 18-34-year-olds who make up 71 percent of Snapchat’s user base?

Just like the first five seconds of a commercial have to gain attention and twitter’s 140-character limit keeps people engaged – short attention spans keep Snapchat users wanting more. The “Age of Information” is upon us and with so much out there, millennials don’t have time to sift through it all. And honestly, we don’t really want to.

A brand can use snapchat like an individual, posting from interesting places about interesting topics. It is a great time for brands to step out of their comfort zone of Facebook and Twitter, and into the wonderful world of quick access to content. After all, it’s the perfect place for new product sneak peeks, coupons or a behind the scenes look into the brand.

A few brands who are using Snapchat well include Taco Bell, Wet Seal and Acura – and all for different purposes. While Taco Bell sent personalized snaps to new followers, Acura took a different approach when they gave a sneak peek of the new NSX prototype to their first 100 followers.

From CNN to the San Francisco Giants, brands all across the board have a chance to give even more access to their fans through Snapchat – and people love it!