You probably fall into one of two camps. You might believe Snapchat is a fad, silly memes and lusty Lotharios looking to send a few risqu? photos to their special someone. (You are wrong, by the way.) Or you believe it to be the second most powerful social media platform in the U.S. behind only Facebook. Ding, ding! You’re right!

Launched in 2011, Snapchat has experienced unparalleled growth in just five years, reaching milestones faster than, well, everybody. Just how important is Snapchat to marketing in 2016? Very. Take a look at these stats: