Snapchat is a perfect platform for certain messages. Some are better left elsewhere, or even nowhere at all.

What content should you always stay away from on your business/personal Snapchat (besides the obvious inappropriate stuff)?

1. Direct Criticisms of Other Individuals or Companies

It’s natural to want to tell everyone that you’re the best and that’s part of any type of marketing. Up to a point, it’s also OK to talk about how your product or service offers advantages over the competition. But avoid personal criticisms of people, including competitors, ex-employers or employees or anyone else, as this will only provoke conflict and motivate others to retaliate. Stay positive. – Shawn Porat, Scorely

2. Complaints

Your content should generally inform or entertain, and it should always be respectful, especially when clients or potential clients can see it. It’s one thing to have a customer service issue and use social media to try to get it taken care of, but be very careful about airing your complaints in a public place or coming across with a negative attitude. – Allie Siarto, Allie Siarto & Co. Photography

3. Off-Brand Content

Sometimes the best content is off-the-cuff emotional reactions to what’s going on. Still, try not to do things that are off-brand. If you’ve decided you aren’t the type of company that swears all the time, then don’t do that. Just be true to your company and the image you’re building. – Thomas Smale, FE International

4. Politics

Nothing will separate you from an audience quicker than a political post, no matter how neutral you think you’re being: It’s just best to steer clear from it all! Political posts bring a rise of emotion that has the power to quickly persuade your audience to buy into your service or product, or simply choose one that shares their same values. – Duran Inci, Optimum7

5. Religion

Religion is an incredibly personal thing. No matter where you stand on the topic, be respectful and keep it to yourself. – Renato Libric, Bouxtie Inc

6. Self-Indulgent Content

I mean, sure, self-indulgent content sometimes can be great. Think of Primus, in the music world. But for the most part, people don’t want to hear you ramble on and on about yourself. You need to be direct and concise with your followers and why they should listen to you. – Karl Kangur, MRR Media

7. Private Life

Snapchat is the perfect platform for sharing every aspect of your life, but you have to draw a line between the personal and the professional. Even entrepreneurs who rely on their lifestyle for branding keep the most personal parts of their life private. If you don’t distance your brand from your life, the results can be uncomfortable at best, dangerous at worst. – Vik Patel, Future Hosting

8. Parties

It’s tempting to post snaps from parties and celebrations on Snapchat. However loud music generally makes stories hard to watch and unenjoyable for your followers. I’d recommend staying away from that. – Ben Lang, Spoke

9. Lengthy or Unengaging Content

Keep your content ultra brief, but informative. And don’t flood that portal with content: You’ll come off as non-credible to your audience. Stay away from any content that doesn’t engage your audience — folks there want to participate. Make sure your content can be understood both with and without audio, too. – Andrew Schrage, Money Crashers Personal Finance