Snapchat is cosying up to marketers with its Moments in Focus project. The messaging app, which allows users to send videos and pictures that disappear after they’ve been viewed, has begun the project with an intention to ensure that brands do well on its platform.

According to its website, the app is now an integral part of how users around the world express themselves and enhance the cultural “moments” they share with their closest friends. It is these moments that brands can leverage to reach and engage with Snapchatters. The brands, the website says, must therefore understand how the moments “play out” on the app.

The Moments in Focus project encompasses insights and tips for an entire year. This will be invaluable to advertisers who can reach audiences by approaching them with the right message on the right occasion.

The project covers everything from seasonal events to major holidays, enabling brands to craft messages that resonate most with the users.

Each section of the guide that was released as part of the project has a helpful view of how Snapchatters engage on particular occasions. These include the large number of Lenses and Filters that users view around important dates. Another helpful feature of the guide is the focus on how many Stories users posted during events and holidays.

Snapchat has also covered regional variants, which helped it highlight notable events.

The guide could prove critical for brands looking to plan their digital marketing strategy.

The launch of the guide sent shivers of excitement on Twitter.