Snapchat's role as an important tool in marketing is argued, with a special emphasis on customer acquisition and retention through short videos. Snapchat, with its unique formula of content focused on quick and temporary messages, provides brands with unique opportunities to engage with a youth audience. The platform allows for the creation of short videos that are easy to digest and quickly attract users’ attention, making them effective in stimulating interest and increasing engagement. Various Snapchat features such as filters, lenses, and snaps that can be used to promote brands are revealed. Key aspects of how brands can create creative and authentic content that is easily integrated into everyday use of the platform, contributing to improved brand perception are argued. Successful advertising campaigns that have demonstrated high efficiency in attracting the target audience through Snapchat are structured. Key success factors such as the speed of response to trends, personalization of content, and the use of relevant formats are substantiated. Snapchat's role in marketing is becoming increasingly important as it helps brands not only attract attention but also maintain long-term relationships with customers by creating unique and engaging user experiences.