Listen up, brands: the key to reach us is Snapchat.

In case you haven’t heard, Snapchat is hot right now. And I’m not saying that because I’m an avid user. There is statistics that back me up in this post. Despite being in the market for only 5 years, the app is a force to be reckoned in the world of instant messaging (IM) apps.

Snapchat has evolved from being a tool for teenagers to send silly selfies to each other. The platform is increasingly advertising friendly and it appeals to big brands as the mysterious yet powerful platform to target millennials.

However, many companies are still hesitant and think Snapchat is just another fading trend.

They are missing out big time and here are the reasons why they should take Snapchat more seriously.

1. Wide reach:

Snapchat has over 100 million daily active users who collectively watch 8 billion videos on this platform every day. Sure, the number of Snapchatters is nowhere near 1.04 billion daily active Facebookers but its user base is the fastest rising of any social network in 2014. With the growth rate of 57%, it surpassed other giants like Facebook Messenger (50%) and Pinterest (43%). Now that’s impressive! Moreover, with 45% of American users is aged 18 to 24-year-old, it’s currently the to-go social network site for millennials in the US.

The generation of “Ain’t nobody got time for that”

Have you ever been in a situation where waiting a few seconds for a website to load or a video to play feels like forever? If the answer is yes, congratulations, you’re one of us. By “us” I mean the generation of “Ain’t nobody got time for that.”

That saying is derived from a meme and it perfectly sums up a concept called instant gratification. As the term implies, it refers to the pleasurable emotional feelings you gain by satisfying your needs immediately. In other words, you want something and you want it now; no delayed response is acceptable.

Instant gratification is at the core of the modern world, or at least in the post-Internet era. This is the time when, as 23-year-old Zack Dillahunty described his peers, “brought up not having to wait for anything.”

Business smells money from this one-click mentality. You can order grocery on, for example, Instacart and have it delivered to your door in less than an hour. If you don’t feel like eating out, there are programs like Domino’s “30 minutes or free” or #EasyOrder which allows you to place an order by tweeting a pizza emoji. You have apps which are designed to minimize your waiting time for a ride or even a relationship (Tinder anyone?).