Snapchat 'must prove itself to marketers'

Snapchat needs to prove to marketers it is a viable platform for reaching a broad demographic of users in order to get more brands on board.

Snap Inc, the parent company of the social imaging app, filed for a $3 billion (£2.42 billion) IPO last week, but Marketing Week notes some brands still have reservations over using the service for marketing purposes.

In the past it has targeted a demographic of teens and young adults, but the app is looking to broaden its appeal as it seeks to make its IPO a success.

However, some brands are skeptical. Senior social media and content manager at Dixons Carphone Angela Bertram described the app as "a bit of an enigma for many people over 25. I think this is changing but potentially not at the rate we’ve seen with other channels," and Snapchat itself has admitted some advertisers could see some of its products as "experimental and unproven".

Other brands are also yet to start using the service. Head of marketing at Skoda UK Kirsten Stagg said the car manufacturer has "not given it any thought yet" in this country.