If your business wants to reach young consumers, Snapchat is the way to go.

Shorter attention spans mean shorter timeframes for brands to get noticed by consumers. According to a recent QSR Magazine article, nearly one in five Americans—56.8 million people—will use Snapchat this year and the social media tool reaches 41 percent of all U.S. 18-34-year-olds.

“In a world in which there is an app for nearly everything, Snapchat has cut through the clutter by injecting fun back into social sharing,” says Cathy Boyle, principal analyst at eMarketer.

Taco Bell got in on the fun when they let fans turn themselves into visual tacos via Snapchat that they could then share an image of with their friends. The Snapchat filter racked up a record 224 million views in one day, which helped reach their key customers of Millennials and Gen Z.

For brands trying to reach that 13-34-year-old demographic, Snapchat is the best way to capture consumers’ attention. eMarketer reports that by 2020, Snapchat will add 26.9 million users, which is double what Pinterest and Twitter will gain.

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