McDonalds’s, Taco Bell and even GE are just a few of the brands rushing to Snapchat in an attempt to stake their claim on 10 seconds of millennial mindshare. And Snapchat is now reportedly working on a service called Snapchat Discovery that will make it easier to get ads in front of Snapchat users.

But if you are a brand marketer thinking, “I’d better get on this Snapchat train before it leaves the station,” please slow down a second and make sure you know what you’re getting into. With news of Snapchat’s $10 billion valuation, it’s easy to come down with a case of “Shiny Object Syndrome.” But it’s important to have a clear picture of where you’re putting your brand — after all, there’s a reason brands pay a premium to be adjacent to quality content. You are the company you keep.

When Snapchat came onto the scene, it was perceived as little more than a tool for sexting. The reality is that it’s a much more robust platform that’s used for all kinds of visual communication. The content problem, however, is the other advertisers you will be associating your brand with.

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