Snapchat is a great platform for engaging with the younger demographic users on the internet. For the time being, it is considered a "cooler" platform. The platform allows you to send one to ten second snaps that can be send privately, or broadcast to followers via Snapchat stories.
Brands have recently adopted Snapchat into their communication efforts because of the usage on the platform. As the platform grows, more and more users and on it. It's has seen rapid growth since launching.
My favorite aspect of Snapchat is the attention it requires. On Facebook, Twitter, Instagram, Pinterest and other major platforms, content is stored and can be viewed for as long as the sender allows for it to be viewed. The unique thing with Snapchat is the content disappears. It's not there for ever. Because of that users make sure they consume the upmost they can in those ten seconds. It's basic supply and demand.