2018 was one PR black mark for Facebook after another, but at the end of the day, Facebook always delivered financially. Snap was a different story. Ever since going public, Snap has yet to have its Wall Street turnaround moment—a moment that Twitter has only just started to have.

The challenge Snap has that Twitter didn’t have to deal with, directly at least, as much is Facebook. Snap is in Facebook’s crosshairs as it looks to duplicate every feature that makes Snapchat unique from filters to Stories. There is no stone left unturned in Facebook’s efforts to borrow and steal from Snapchat’s playbook. Maybe Snap should be flattered. Through it all, the one thing Snapchat’s done well is it’s played its own game. While Facebook copies them, they innovate and differentiate their platform from everyone else’s.

Still, if Snap wants to make 2019 a very different year from a performance perspective, it needs to focus on three things: 1.) quickly expanding its user base, 2.) deciding who it wants its audience to be and 3.) appealing to advertiser’s hearts as much as their heads.