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Adweek spoke to five media buyers, none of whom said their clients had increased their investment in Snap in 2022. Three said they maintained a minimal investment in the platform—and two said they are spending less.
With increasing competition from rivals like TikTok, a fractured ads business (thanks, Apple), fewer performance-driven formats and a relatively lower-value user base, Snap’s return to focus on augmented reality, community growth and revenue growth has some challenges.