Snapchat, an image messenger and multimedia mobile application, is ambitiously trying to move away from its ‘teen phenomenon’ stereotype and into more of an advertising social media contender. Invented by three Stanford University students, the company has grown tremendously and continues to reach new levels. The maturation of the social media industry in 2010-2011 unarguably paved the way for newcomers like Instagram and Snapchat in 2014. By then, the world was aware and excited about social media. However, Snapchat more recently has outshone its competitors. The application today has more than 100 million daily users who spend an average of 25-30 minutes on the application daily and has reached the 10 billion video views mark. We agree it is not longer a ‘teen phenomenon’. Statistically Snapchat is unbeatable, however, from a marketer’s perspective it still isn’t an automatic thought. “Snapchat is a great app, but how would we track traffic and pull reports on digital analytics? This would be a concern of mine recommending Snapchat to our clients”, Milk*’s Media Director, TJ Garvin said. Snapchat is looking to change that and become a name recognized by agencies. The company has raised $1.8 million in its latest funding round. General Atlantic, Sequoia Capital, T. Rowe Price, Lone Pine, Glade Brook Capital, Fidelity were among some of the investors supporting Snapchat. Although Snapchat has not officially commented on the reason behind this funding, we’ll safely assume it is for a media expansion.