As explained by Snapchat: “[U]sing Snapchat Ads provides access to highly engaged Gen Z and Millennial audiences through immersive ad formats. Though conversely, that also suggests that any brand not in this group may not be suited to Snapchat ads. “Snapchat Ads represent a best-fit scenario for lifestyle e-commerce, mobile applications, and consumer brands prioritizing Gen Z and Millennials,” Snapchat said. This is logical advice, but it’s odd that Snapchat’s pitch here seems to be advising against bigger brands using Snapchat ads. Snapchat is also offering a $75 ad credit when brands spend their first $50 on the platform, as another incentive to lure SMB advertisers to try Snapchat ads.