Many brands use SnapChat the platform via the low-budget approach. Through a user account, they can build up a following organically through word-of-mouth and sharing their unique snapcode on their other social channels.

For Cadbury, launching a user account was determined to be too big an investment in time and staff. Paying for a lens, however, was a good way to cut through and get the reach it wanted. It allowed the brand to harness video’s reputation for driving engagement, without committing time. 

There is no doubt that social media marketing, combined with carefully targeted content, is a highly credible, and effective way to reach the teen market.