Snapchat is:

Nearly 200 million daily active users worldwide, including nearly 60 million in Europe alone. Or more users than on Twitter.
3 billion snaps are sent every day.
Users who use the social network 30 minutes a day on average.
A social network acclaimed by young people. 71% of users are under 34 years old.
Beyond these statistics, which have the merit of highlighting the popularity of the platform and the engagement it generates, here are the main reasons why using Snapchat can be a big opportunity for your business:
The competition is less fierce on Snapchat than on other social networks. Almost all companies have a Facebook account, a Twitter account, or even an Instagram account. More and more people are also putting themselves on Pinterest. The companies present on Snapchat are on the contrary very rare (for the moment). It is much easier to find a place there and to be visible on this social network.
Snapchat is a very different social network from its competitors. Snapchat allows you to reach a very specific audience with very specific content and in a very specific way. Using Snapchat in marketing, in this sense, is an interesting challenge.
Snapchat is a more authentic, natural, spontaneous, and direct social network. People share what they are doing at the moment. For a company, using Snapchat allows you to create a warmer relationship with the users who follow you, to establish a great closeness with them, which leaves plenty of room for humor and self-mockery.
Snapchat allows you to show another side of your business, to express your brand personality in a new way.
Snapchat allows you to reach a new audience, to make yourself known to a younger target. CNN, for example, uses Snapchat to reach Millennials, who are not used to visiting the channel's site.
Finally, Snapchat is completely free. This is not the strongest argument since all social networks are free.

Who uses Snapchat?

As we have already said, young people (Generation Y individuals, also called Millennials) are strongly over-represented on Snapchat. If your business targets a young audience, don't worry you need to be present on Snapchat. On the other hand, the question of whether to be present on Snapchat arises for companies that do not particularly target young people.
Here are some statistics to better understand who uses Snapchat:

In the USA, more than 60% of 13–34-year-olds with a smartphone are on Snapchat. There is no reason for things to be very different in Europe.
71% of Snapchat users are under 25. In France, 60% of users are between 18 and 34 years old.
70% of users are female users. Like Instagram, Snapchat is a very feminized social network.
12% of 35–54-year-olds use Snapchat, and 2% of over 55-year-olds.

Why integrate Snapchat into your marketing strategy?

Snapchat is not the first social network that comes to mind when it comes to doing social media marketing. And yet, you must seriously consider integrating it into your strategy. Snapchat, by its functionalities, its audience, and its operation opens new opportunities for companies.