Snapchat filters are the new it-item in social media marketing. Gatorade made waves during the Super Bowl with an animated Snapchat filter that allowed users to pour virtual Gatorade on video selfies. Samsung and Spotify followed shortly after. And a few weeks later – on St. Patrick’s Day – Jameson developed a geofilter that allows users to overlay a shot of whiskey on selfie snaps.

Though more and more brands are joining Snapchat each day, adoption lags in the Beverage category. Just 15% of Beverage brands are present on Snapchat, vs. 21% of retail brands and 24% of Auto brands.

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Yet a look at the demographics (graph from our Social Media Platforms study) of Snapchat suggest that beverage brands should be more active on the platform, or at least take the first step of opening a Snapchat account. Defying the common perception that Snapchat users are overwhelmingly teens, 23% of the platforms monthly users are 25 to 32 years old and 12% are ages 35 to 54.

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