I would offer a counterpoint.

1) Are your customers on Snapchat?

2) Are your competitors on Snapchat?

3) Do you have the ability to create snippets of content to put on a personal Snapchat account, gratis?

4) Do you think a proportion of your existing customers would share your Snapchat account information? And that what might feel like engaging with existing customers might also become an indirect customer acquisition tool?

Yes, there is an opportunity cost, but unless I want to spend for discoverability on Snapchat, I do not have to spend a penny on Snapchat itself. So based on that, it’s an opportunity cost question, not an actual cash question. That’s how I am planning to approach it, and perhaps how Gary Vaynerchuk is too.

N.B. I love to type, so Snapchat is a momentum question for me. I just have to start and create a new habit, a la Charles Duhigg.

N.B. I also just love Snapchat Stories for vacation snippet videos. So regardless, I plan to do that.