Launched in September 2011, Snapchat may be the baby of the social media family, but it’s already one of the most active channels. With over 100 million active daily users, there are over 400 million Snapchats sent daily (that’s about 8,796 send every second). It’s the third most popular social app among millenials, trailing only Facebook and Instagram.

With photos that ‘disappear’ after a maximum of ten seconds, there has been a lot of controversy over what people are using the platform for. However, there is no controversy that Snapchat can be a great marketing tool and way to reach a younger demographic. That said, here are some simple Dos and Don’ts to follow when launching your corporate Snapchat.

Managing Your Corporate SnapChat

DO keep it simple. You’ve got a maximum of 10 seconds to tell your story. Trying to fit too much into one photo or a video will only confuse your followers.

DO give exclusive content. Making it timely or tying it to specific event can make it even more powerful. For example, Heineken used Snapchat at Coachella to send clues to surprise shows on any given day during the festival.

DO make your brand human. Using candid shots and showing the people behind the brand will make you more relatable. Highlighting your company’s culture and overall tone can also be a great way to attract potential employees.

DON’T snapchat for the sake of it. Like any other platform, ensure you have something to say or offer your followers, otherwise you’re not doing your brand or product any favours. It may be cliché, but content is truly king. Ensure you have a proper strategy before execution. Taco Bell has an in-house dedicated team for SnapChat, leading to their wildly successful and innovative campaign before the launch of a new taco.

DON’T go off-brand. Snapchat can show the fun side of a brand or company, but don’t take it as an opportunity to leave all the rules behind. Be candid and spontaneous, but in a way that maintains the overall direction of the brand.

DON’T forget that nothing is impermanent. Just because a snap is 10 seconds, doesn’t mean it ends after once that time is up. Mishaps and mistakes can be screenshotted in a second and shared elsewhere. Social media mistakes get just as much airtime as successes, so think twice before you press send.