Since the average Snapchat user spends almost 35 minutes on the platform, this could turn into an amazing opportunity for businesses to reach out to customers.

Snapchat is most popular with female users under the age of 34, so it’s also an already established platform for a very specific market — this means businesses wouldn’t have to spend time and money researching and targeting users.

Here’s a breakdown of the who, what and why of Snapchat and how you can make the most of it.