Users can send and receive messages and short videos, or users can choose to post short clips to their own stories. Snapchat, on the other hand, brands itself as a messaging platform. The company is relying solely on entertainment consumption in its growth. TikTok has become an entertainment powerhouse, advertising itself as a place where users can post funny, heartwarming, or interesting videos. Why is it a lousy business? Here’s a breakdown of the increased competition and poor marketing strategies that are making Snapchat more vulnerable than ever before.Īlthough it might not seem apparent on the surface, there is a big difference in the way that Snapchat and TikTok market themselves to consumers.
The company, as Casey Newton wrote for The Verge, “is a great little factory for social-media invention and a lousy business that loses money and executives at a higher rate than any of its peers.” Snapchat, although healthy on the exterior, remains weak on the inside. It seems like the company is poised for long-term success, right? But that might not be the case. That’s an increase of 31 million DAUs since the end of 2018. Out of that number, 218 million were considered to be daily active users (DAUs). In fact, a quick glance at the numbers suggests modest strength and continual growth.Īs of the beginning of 2020, there were 360 million monthly active users (MAUs) on Snapchat.
Snapchat, the immensely popular social media app that allows users to post ten-second video “snaps,” may not initially seem like a vulnerable company.
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