Unlike the polished Instagram feeds you’re used to seeing brands curate, Snapchat highlights candid moments that connect users with the people behind your brand. Since photos only last for a short amount of time, there’s no pressure to make a lasting masterpiece that’ll forever appear on your account.

Plus, there’s no fancy equipment — just the camera on your phone will do. This makes Snapchat a great choice for businesses on a budget looking to get more transparent with their followers and forge a deeper connection.

In this HubSpot video, they’ll walk you through the basics of how to use Snapchat for business so you can connect with you audience on the platform.