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Chart of the week: Marketers have yet to embrace Snapchat

Aside from Snapchat’s lackluster user growth and Facebook’s seemingly successful strategy of copying anything that Snapchat does well, there’s growing concern about the platform’s appeal to marketers (and hence its monetisation prospects).

According to a recent report by the Social Media Examiner, just eight per cent of marketers used Snapchat in the first quarter of 2018, which is worlds apart from Facebook’s 94 per cent adoption rate and far behind the 66 per cent of marketers that are active on Instagram. Making things worse, 72 per cent of the respondents have no plans of using Snapchat in the next 12 months, indicating that marketers do not consider it relevant enough to give it a try.

The data follows a controversial redesign and less than stellar results during Snap's first year as a public company.

 

Chart of the week 11 June 2018 ()

 

Download the chart here.

Chart by Statista.

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