Snap May Finally Have a Vision
2019 needs to be a big year for Snap, Inc. The company was once on the tip of every marketer’s tongue as the next big thing, but it’s had trouble since its IPO in shaking its user growth struggles. While Snap hasn’t been losing users on its core Snapchat platform, it hasn’t been able to grow users either. Its Q4 2018 earnings showed flat growth overall, which has led to the widespread notion that Snapchat isn’t the place to reach an audience. Instead, marketers are shifting their focus, time and efforts to other, larger players like Facebook and Google.
Last week, Snap worked to retake the narrative and establish a vision for its future at its first-ever Partner Summit, an event for developers, advertisers and content creators to see just what Snap has in store. Overall, Snap’s approach could be bucketed into two key areas: remove the necessity of users for scale and maintain camera leadership.
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