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Not too long ago, Snapchat was considered future. Millions of young people moved it to app with self zerstörendenNachrichten and videos. Young-at-heart journalists wrote why all Kollegenzu Snapchat should change. Established media began to produce content gezieltfür service. In March of this year, company went to SNAPINC. To stock exchange. The stock market value after first day: 28 billion US dollars.
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A few months later, euphoria among investors has disappeared. The current quarterly figures that snap presented on Tuesday are disastrous. Although number of daily active users increased by 17 percent to 178 million, compared to same period last year. The istallerdings less than expected, as did CEO Evan Spiegel admitted. DerQuartalsverlust has tripled to around 443 million US dollars. DasExperiment alone with spectacles was ein40-million dollar flop.
Platforms burn in ErstenJahren far more money than y take, which is known and part of business model. But in case of Snapchat, Verantwortlichenselbst no longer seem to be convinced of ir own orientation. This started all three reasons.
Facebook wins Clone Wars
The first reason is called Facebook. Wiekaum anor platform, Facebook and his daughter Instagram in previous years have copied functions of Snapchat, including facial filters, stories, self-destruct messages and live. The result: Instagram wächststärker and now more stories are published on Instagram than on Snapchat. This shameless cloning can be called unfair. Or, as Evan Spiegel recently said a podcast, accept as part of business. He compared dieSituation with auto industry: “Various car manufacturers Könnengemeinsam exist when y address or target groups.”
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But Instagram and Snapchat share sichlängst target group; Many users are active on both platforms. And WennInstagram, as a greater common denominator among friends, increasingly provides same functions, Snapchat just pulls shorter. The assumption that after individual polls always reappearing, younger users between twelve and 24 years of age use less Facebook, may vote. But this is very user group that starts Instagram.
Snapchat users are of little value
The second reason is dasAnzeigengeschäft. Snapchat is growing overall, but company does not succeed in marketing user experience effectively – and that is exactly what makes DieAnleger nervous. According to current figures, snap per user deserves only etwasmehr than a US dollar. On Facebook, it’s almost eight dollars. The SozialeNetzwerk has a much larger ad network and much more experience in this area. But Snapchats figures are worrying, after all, advertising industry hoped to reach young Menschenzu through service, which no longer consume classic advertising, for example on television.
To make matters worse, Snapchatnicht is as global as it would be liked. 80 percent of proceeds are currently achieved in United States. In or important markets such as Europe stagnate DieNutzerzahlen, in Asia re are or popular services with which Snapchatkonkurrieren must be. The company Siehtsich increasingly faced with problem of having to sell ads that are understandable to Einerseitsglobal and, on or hand, address a very specific target group. DieVerantwortlichen argue – rightly so – that not only number of DerNutzer, but also ir dwell time in app is important, and here schneidetSnapchat comparatively well. The advertisers obviously do not believe this.
