It's more than just disappearing messages.That's right - Snapchat's back, and it looks like it's here to stay.Originally launched as "Picaboo" (yuck - but it explains the logo) in July 2011, this social media app grew pretty quickly in popularity, garnering over 50 million "snaps" per day by the end of 2012.And then it kind of... fizzled out, for a while. Instagram and TikTok made competition fierce, and Snapchat suffered. But now it's back - and we think your brand's all the luckier for it.Snapchat's Rise & Fall In 2011, social media was just becoming a thing.MySpace was already pretty dead, Facebook was all the rage, and Instagram resonated immediately. But when Snapchat entered the scene, it brought something new and fresh: the ability to have private chats with close friends using images or short videos and fun "filters." These filters worked with a then-groundbreaking technology called Augmented Reality (AR), which quickly became the platform's most unique - and best - feature.Unfortunately, that wasn't enough. The platform suffered competition from global giants like Instagram and TikTok, which were focused on public sharing and viral trends. Snapchat realised it couldn't win the public feed war.Its strategic pivot was brilliant: if you can't beat 'em, double down on what makes you different from them. It doubled down on private connection, community, and its proprietary AR technology.This transformed it into a major visual discovery and AR commerce platform, setting it apart from the noise and public performance anxiety of traditional social media.What Do the Figures Say?Snapchat reaches nearly 95% of Kiwis aged 13-24 and 75% of those aged 13-34. This is the Gen Z and millennial audience with immense, combined global spending power.This audience is highly engaged, opening the app an average of over 35 times per day. This deep habit indicates they are highly receptive to native content.Globally, over 453 million people around the world use the app daily, provi...