That depends very much on your target audience and your endgame. What is the metric you use to define success? How can snapchat help you achieve that? Snapchat may be a new media, but as with all branding exercises, the content is as important as the media, if not more so. Making a snap is easy, but harnessing snapchat as a growth tool requires a joined up strategy and good creative ideation. Once you get good concepts and execution, how do you then ensure you're reaching your target audience? A good place to start when planning is with the question "what do I want my viewers to feel?" Then ask "what do I want them to do."