Let the following before entering consider what concerns us. In a world with true attention deficit and allergy explanations, Snapchat was doomed to become a phenomenon. Created in 2011, this hybrid social networking and messaging service that causes furor among the younger has the peculiarity that their images and texts are "self-destruct" soon be viewings. The consolidation of the ephemeral and the ultimate tribute of "Generation Z" to superagent 86. A thousand words never were worth less. In an ecosystem much given to put new kings without following demasidos mourning, Snaptchap looking crown: a mid-year, the ghostly application already exceeded 150 million active users, 70% more than in 2014.
The parallels with Twitter are obvious. rapidly growing number of users, problems to convert the model into a profitable business ... and the interests of competition. If in 2008 the company's blue bird rejected an offer of Facebook for 500 million dollars, a couple of years ago, the founder of Snapchat, Evan Spiegel, also gave pumpkins Zuckerberg although put on the table 3.000 billion (2,000 million more than it cost Instagram).
The next natural step seemed to jump Exchange. And it is the spectral application. Snap, its parent, and have hired the services of Morgan Stanley and Goldman Sachs to launch into the parquet. According to "The Wall Street Journal", the operation, which never take place before March 2017, would seek to capture some 4,000 million dollars and could value the firm at least 25,000 million. Considerably more than the 17,800 figure which was valued after its latest round of funding. Only time will tell if the euphoria and expectations are excessive. Snatchap only entered 59 million in 2015 (although expected to reach 500 in 2017). And do not forget that Twitter, with 18,000 million dollars, is still the star of the biggest IPO of a technology company, but its shares have lost almost 60% of its value. Jack Dorsey company, which previously rejected brides, now yearns for an operation (there was much talk of the interest of Google and Salesforce) to revitalize its business. Meanwhile, today announced that follows in losses (98 million in the third quarter) and will lay off 9% of its workforce in 2017.
Lessons to remember
Will there Snatchap learned the history of rise and fall bird? "The problem of these applications is how to monetize your bet. Focus on getting as many users as possible, but then you have to make them profitable. A Snapchat still has much to prove in this sense, "says Alvaro García Capelo, an analyst at XTB. But the ghost begins to materialize. First, it has been streamlined to incorporate their services platforms, such as "stories" (narratives full-length video) that finally ended replicating Instagram without blushing. The recent launch of LifeStage, a social network sponsored by Facebook and oriented under 21, confirms that the model has curdled. "When you copy other networks, it is a good sign. It is difficult to assess what their behavior if goes public, but it is a company that arouses interest in the market, "warns García Capelo. Another distinctive bet is Discover, a service of media partners that use as a springboard for its contents.
Spiegel platform also has another advantage over Twitter: the pen is less choppy. "The problem with Twitter is that it has failed to manage the phenomenon of" trolls "or" haters "without identifying people who are devoted to criticizing impunity. In this sense, Snapchat is more controlled, "says Abel Monfort, a professor at ESIC Degree in Marketing.
But the strategy also offers Snapchat doubts. "He uses a large mass of teenagers, but the question is whether corporations will be able to create in it an advertising strategy that can impact their audiences. The "target" is too young. And as I read in some article gives the impression that is specifically designed to be complicated to understand, "says the professor of ESIC.
Monfort believes that Snapchat is itself doing homework on management and advertising sales associate, "but faces the same problem as other social networks that companies choose to approach this network through" influencers "private accounts and personal, rather than through advertising. " The lace of ads within the content broadcast media partners Discover also seems complex. "And technology makes it particularly easy avoid viewing" he recalls.
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