Turbotodd

Ruminations on IT, the digital media, and some golf thrown in for good measure.

Archive for August 3rd, 2017

It’s a Snap

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CNBC Headline this AM: “Snap is now alienating the very people it needs to survive, say ad agencies.

Subhead: Several agencies said advertiser interest in Snapchat is flat to dwindling, as many opt to move toward Instagram.

Second Subhead: Issues with Snap include continued issues over measurement, difficulty in finding content, influencers moving to other platforms and lack of outreach to agencies and brands from Snap.

Oh, Snap, indeed, do we need read any more?

Snap’s post-IPO high reached it the high $20s, but as of this AM was languishing around $12.18.

But wait a minute, I thought conventional wisdom indicated Snap was going to save the advertising industry and send brand managers everywhere running into the streets in celebration.
So wha’ happen?

See the heads and subheads above. They’re getting outplayed by Instagram, and there also seems to be a big issue with discoverability:

“Instagram is built for finding what you don’t follow easily, Snapchat isn’t. If Snapchat can figure that out, that will help, because why make content people can’t find?”
– via CNBC

If you can’t get influencers, it’s hard to build an audience, and without an audience, it’s hard to attract a brand.

They’d better snap out of it and soon.

Written by turbotodd

August 3, 2017 at 9:22 am

Posted in 2017, advertising, snapchat

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