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I don't mean this to be mean, but do people really believe these active user counts at face value? I personally see these numbers and assume half are bots or controlled marketing accounts to boost viewers or spam comments. Just going off personal experience using these sort of apps.
I don't mean this to be mean, but do people really believe these active user counts at face value? I personally see these numbers and assume half are bots or controlled marketing accounts to boost viewers or spam comments. Just going off personal experience using these sort of apps.
In fact, I found the answer to your question on the 4th page of their annual filing to shareholders[1]:
> While these metrics are determined based on what we believe to be reasonable estimates of our user base for the applicable period of measurement, there are inherent challenges in measuring how our products are used across large populations globally. For example, there may be individuals who have unauthorized or multiple Snapchat accounts, even though we forbid that in our Terms of Service and implement measures to detect and suppress that behavior. We have not determined the number of such multiple accounts.
It seems to me that Snap is quite open about their active user counts.
Serious question, who actually uses Snapchat? I haven't heard it mentioned anywhere in at least six months.
Serious question, who actually uses Snapchat? I haven't heard it mentioned anywhere in at least six months.
I had my first intern last summer - she's going to college this fall. She used Snapchat throughout the day to communicate with friends. I asked why-- it's non-public, informal, and low-friction in social terms (easier to ask for snap than a phone number). I got the sense that she was continuously lightly dropping in to various group conversations, while simultaneously talking to close friends, often by simply recordi…
Serious question, who actually uses Snapchat? I haven't heard it mentioned anywhere in at least six months.
I don’t buy Snapchat’s numbers. Their metrics all suggest an inflated user count.
Source: https://www.sec.gov/Archives/edgar/data/0001564408/000156459...
I don’t buy Snapchat’s numbers. Their metrics all suggest an inflated user count.
How so? They define a Daily Active User "as a registered Snapchat user who opens the Snapchat application at least once during a defined 24-hour period" in their quarterly report: Source: https://www.sec.gov/Archives/edgar/data/0001564408/000156459...
These strategies have been employed by other competitors as aggressive as well though. So it is probably still comparable. I would say Snapchat's metrics are more "authentic" a few years ago, but now it is more "comparable".
Evan had this right - tracking as the primary value prop for advertising is a loser's game. Marketing is much more than just ads, and Snapchat has rebuffed going the easy route, honored by market participants, to uphold this principle. They will be an enduring company because of this. How 'big' of a company is up for debate, but honestly not worth the bits to transmit - they are one of the few, if only, doing good bu…
I don't mean this to be mean, but do people really believe these active user counts at face value? I personally see these numbers and assume half are bots or controlled marketing accounts to boost viewers or spam comments. Just going off personal experience using these sort of apps.
I don't mean this to be mean, but do people really believe these active user counts at face value? I personally see these numbers and assume half are bots or controlled marketing accounts to boost viewers or spam comments. Just going off personal experience using these sort of apps.
Maybe it's just me but in general, I use snap in a way that's pretty different to any other social media. I don't use it a lot anymore though, and it's still hard to explain that "difference" honestly