Snapchat has grown a $19 billion empire with over 100 million monthly users through an offering that the rest of the internet cannot provide – moments that can be consumed for just a few seconds before disappearing forever. But that impermanence is set to change, and it’ll only cost 99 cents.

With people glued to their phones, and apps like Facebook, Instagram and Twitter becoming extensions of ourselves, people are working harder to build an image of their lifestyle and persona. As a result, a generation of drinkers is willing to spend to be seen at their best.

The screenshot is how you save a digital memory. From displaying autocorrect errors to dodging Twitter’s character limit, it has become an easy and intimate way to communicate online. But what are the implications for brands? And what do they say about the users that share them?

Amidst endless sexting scandals, Snapchat has created a photo-sharing app where each image expires after ten seconds of viewing, and in doing so, creates a safe space for friends to express themselves through images without fear of consequence.