Making Creator Headlines · Page 7
Snap’s Revenue Rises While Daily Growth Takes a Long Pause
· New York time
Snap reported higher revenue in its third quarter and a modest increase in Snapchat users, while daily active growth stalled across nearly every market, according to Social Media Today. The figures present two different pictures of the business: more revenue on one side, and slower momentum in a measure of daily use on the other. For a social platform, daily habits matter because they shape the audience creators and advertisers can reach. Revenue growth is welcome, but it does not automatically mean that the number of people opening the app each day is expanding at the same pace. The company has to maintain the appeal of an established service while also finding ways to grow its business. Creators face their own version of that calculation. An audience can remain valuable without growing rapidly, but the size and regularity of that audience influence how much attention a post can earn. Brands looking at the platform have reason to consider both the commercial results and the pattern of use. Snapchat made disappearing messages a defining feature. Its quarterly results suggest a less theatrical challenge: keeping growth visible when people already have plenty of other places to spend a few minutes on their phones.
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