There’s no question that Snapchat is making the most of their time as the hottest social network with young consumers—but they’re “banking” on keeping Millennial & Gen Z users as they age up.

There’s no question that Snapchat is making the most of their time as the hottest social network with young consumers—but they’re “banking” on keeping Millennial & Gen Z users as they age up. In their pre-public IPO paperwork, the app identified the fact that 18-34-year-olds, the majority of their users, “may be less brand loyal and more likely to follow trends than other demographics.” Continued retention and engagement are key, as is finding “the next hook” to attract the next generation of users. (The Columbian)