Why is Snapchat losing its popularity?

Why is Snapchat losing its popularity?

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The success of every social media platform depends upon its ability to keep users engaged. It is a bit of a shocker seeing Snapchat falling behind it’s initial craze. In the world of app domination, Snapchat may have made some crucial errors. Today, Snapchat struggles to pull in 191 million monthly users—a fairly good number, right? Well, not so much when compared to 1 billion monthly Instagram users. Social media is all about numbers. So, why is Snapchat losing popularity? Read on.

It’s ‘Different’

The very reason Snapchat erupted was because it repainted what we understood to be social media. Our social profiles are no longer everlasting digital footprints.

Social media became ‘silly’ and ‘fun’—a throwback to what it was intended to be. But when the very thing that made Snapchat novel and fun became the norm.

Still, Snapchat filters continue to retain popularity. This one feature is good enough to pull in traffic.

Redesign Debacle

Updates are always occurring for applications. This isn’t a bad thing! Instagram is a testament to that. However, it too has had its fair share of updates that were criticized.

Snapchat, however, suffered more than just temporary hate. Of this, the February redesign was often referred to as difficult to understand.

This was just the first blow among many others. When Kylie Jenner, among other notable celebrities like Rihanna, publicly attacked the application in February—It sealed the deal. So much, that Snapchat lost 1 billion USD with a single tweet. This had users and followers of these celebrities leaving the app.

Investment Pullout

Of course, many brands have pulled investments from Snapchat following the celebrity posts. This is beside the fact that many users continue to leave Snapchat. Which reduces its importance to investors and those looking to target a specific audience.

There has however been a rise in the number of older users of Snapchat. Those over the age of 35 have increased in number from 9% of users, to 14% of all users in 2014 alone. This proves that there is some hope for the app. But in a world where a user’s recall is like the memory of a goldfish, one can’t really say.

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