Facebook, Twitter, and even Pinterest are all littered with advertisements these days and in 2015 Snapchat joined the business by launching their own content shop, aptly named Truffle Pig – but will that determined forager successfully reach beyond Millennials as the platform works to establish itself as both messenger and marketer?

Snapchat currently targets a younger audience, but the company’s reach is spreading. This poses the question: who’s watching all these ads? Here’s a sense of the mixed situation advertisers will need to sort through to make Snapchat marketing a success.

Millennials Don’t Like Your Ads

Millennials don’t have a lot of money and they don’t want ads interfering with the funny messages their friends are sending via Snapchat, and this could spell trouble – and a lot of waste – for companies advertising on Snapchat. The main problem is that ads on Snapchat can be skipped completely, but the platform charges advertisers for all views, even zero second views. This in contrast to YouTube, which only charges for views that last a minimum of thirty seconds.

Baby Boomers Don’t Snapchat

According to a blog post from Power Digital Marketing, 60% of smartphone users between 13 and 34 use Snapchat, which makes it a powerful platform for brands that want to reach a younger audience. But when it comes to Baby Boomers, while they do still use social media, Snapchat is not a favorite. Instead, they’re cordoned off on Facebook and Twitter, venues that are well established and easy to use.

Snapchat advertisers will need to figure out how to overcome this population’s adversity to newer social media platforms if they want to make the platform work. The key may be finding ways to link from Facebook or Twitter to screenshots of Snapchat advertising, some way of telling older users that this is what the company is doing on this other platform, the benefits of using it, and to come see them there. Otherwise, they may not even know the platform exists.

Concrete Creativity Sells

One thing that advertisers like about Snapchat is the platform’s creative potential. As David Berkowitz, CMO of MRY notes, it’s a platform “where we can experiment and have some fun.” Creative marketing is important for every platform, but Snapchat users looking to reel in an older demographic will need to balance creativity and professionalism. Especially since Baby Boomers have strong brand loyalty, veering too far away from traditional company representations can be alienating. It’s a fine line.

Offers Are Effective

Just like with any other advertising platform, the most effective thing that a company can do to consistently draw users to their platform is offer rewards for using it. With Snapchat, the best way to do this is to send snaps of coupons that require you to screenshot the offer and present it in store. If people know they’ll be rewarded for using an unfamiliar platform, they’ll be more willing to test out the water.

Coupons may also convince Millennials to stop and watch advertisements they’ve been skipping because discounts on their favorite brands make shopping more financially accessible to young people with limited incomes. Everyone likes a deal.

New Wave Or No Luck?

Snapchat is the current advertising buzzword, but it’s too early to determine how well the platform is working for businesses. Will customers take the bait? If older users currently congregate on Facebook and Twitter, advertisers may need to – as the saying goes – lead this horse to the water that is Snapchat. But as the rest of the saying goes – you can’t make the horse drink. Users will ultimately deliver the verdict on Snapchat’s marketing success.