Snapchat's Success Might Be a House of Cards Built With Squishy Metrics
Is Snapchat part of a perfect storm of overvaluation? Only time will tell.
Snapchat has been a silicon valley darling since its huge growth and large funding rounds in 2013. Despite continued growth and even more funding, the cracks may be starting to show. According to B.J. Mendelson, former SocialTimes editor and author of Social Media is Bullshit, Snapchat has reached a peak, and the peak isn’t even that high.
Mendelson states, in an article for the Observer’s Innovation blog:
[Snapchat is] nowhere near as popular as you’d think. At least not in the states […] It seems like a minor point, but often the press, the platform, and the marketers don’t break down where their users come from, and when you’re dependent on advertising dollars to prop you up, particularly American advertisers, that’s a pretty serious thing to ignore.
There
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in