In December of 2013, Seventeen became the first major magazine to join the app Snapchat. Aware of its young and predominantly female audience, the magazine uses the app to send out images from shoots, celebrity cameos, and more. The hope is to create a connection with the readers and send them reminders about the personality behind the brand. Other brands on snapchat include GrubHub, Karmaloop, and Taco Bell.
Like Instagram, Snapchat is a free tool to promote their brand. The time sensitive structure of the app challenges users to get creative about their brand promotion. There is also the constraint that snapchat can’t upload from a photo library, the picture must actually be taken with the app (unless you’re taking a picture of a picture). Some uses so far have been to announce contests, freebies, and discounts, but being a very young company, the uses are sure to develop and change.