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Ronald Quezada
Ronald Quezada
Bolivia

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Social media can be as faddish as teenagers . When Snapchat was released a decade or so ago it was dismissed as little more than a sexting app . Popularity with users then prompted the biggest tech listing since Facebook . Within months it was written off as a Wall Street . Now it is back in . Its return has lessons for Elon Musk ? s impending of Twitter .

Wind back a few years and it was not clear that Snapchat's company , Snap , would survive . Instagram had taken its best features and turned them into a glossy app with a billion users .

By early 2019 , Snap was leaking . Shares traded below the price they had listed at two years earlier and bets against the company were . By my estimate , it had about three years to turn things round before it ran out of .

Finances

Three years on and the company has managed to do just that . It has improved its digital business and shored up its . Focusing on small groups and private messages has helped it to reach 100 million more users than Twitter . Its user base is growing faster than Facebook ? s .

Most important of all , it has regained its with a young . If you are not a habitual Snapchat user this may surprise you but in the US , Snapchat has more Gen Z users in their teens and early 20s than TikTok , Twitter , Facebook or Instagram , according to from eMarketer .

That pipeline is prized by the digital advertising that social media companies rely on .


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