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Snapchat is in the middle of an identity crisis



Snap Inc.'s games have been well-documented. From Snapchat's sluggish Android app to a revolutionary door of leaders, it's easy to see why the app's user base has been flat since 201

7. The biggest problem right now is that it seems to have an identity crisis. It's hard to tell what it will be: One day Snapchat reveals magnified reality lenses for dogs, the next adds more hockey highlights to its app.

Snapchat still makes a big boost in short-form original content also an effort that began with the launch of Discover in 2015. Only last month, it announced a new show called Bringing Up Bhabie with 15-year-old rapper Bhad Bhabie (whose real name is Danielle Bregoli). Bhad Bhabie became an internet celebrity after a look at Dr. Phil in 2017, when her family problems were sent, and she dented the scary audience to "cash me, how was it?" if they had anything to say to her face. Since then, she has been in videos with controversial YouTube star Logan Paul and was nominated for a Billboard Music Award.

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<p><span>  For Snapchat to have a show with Bhad Bhabie, it means reaching the young audience it desperately needs, and so far it seems to be paying. </span><em>  Bringing Up Bhabie </em> racked up 10 million viewers for 24 hours during his debut in January, making it the biggest premiere in Snapcat's history.Compare, E! S <em> Keeping Up With The Kardashians </em> brings in about 1.5 million viewers per episode, and it's a popular series that goes into its 16th season. </p>
<p><span>  We ewership numbers from </span><em>  Bringing Up Bhabie </em> b ode good for snap, especially as it continues to invest heavily in original scripted shows. With the launch of Snapchat Originals in 2018, the company plans to roll out a software program that offers a five-minute episode a day for each title it launches, including <em> Bringing Up Bhabie </em>. There are also others like <em> Class of Lies </em><em>  Co-Ed </em> and <em> Endless Summer </em> for people who are interested in romance or true crime stories rather than aa 15-year-old rapper. </p><div><script async src=

Of course, these originals on top of what Snapchat is already doing with shows, such as ESPN's twice-daily SportsCenter introduced in 2017. Snap Inc. CEO Evan Spiegel said during a earnings call in February that "30 percent more people" are now looking at Snapchat Shows compared to last year. He said a series such as Dead Girls Detective Agency created by Snapchat and NBCUniversal, reached 14 million unique viewers.

  Tik Tok Application: Illustration

Still, if Snapchat hopes to grow its user base in the coming years, the original video will not only be its saving grace. Although Spiegel hopes that these efforts will help Snap "get back on track and reach its goal of year-round profitability" in 2019, only time will tell whether his strategy will work. Jason Kea th, founder and CEO of SocialFresh (a social media education and analytics firm), told Engadget that Snapchat is currently "on the verge of whether it will survive or not" as a public company. "[Snapchat] has seen Facebook and Instagram [do what works] but it thinks it can go its own way and I think it's hurt it," he said.

There are many reasons why Snapchat has not caught up with Facebook or Instagram, Keath said, but the lack of public profiles and embedded content on the web is the key to blaming its growth problems. Another major issue has been the app's janky interface, especially on Android, which Snapchat has vowing to fix in a few years now.

"[Snapchat] is the best free R&D department Facebook could ever have asked for."

Then there is Snapcat's dependence on ephemeral posts, although rumors suggest it may soon allow public stories that do not disappear. If we were to get Snapchat in a way to make stories last longer or be permanent on a person's account, it might help better compete with Instagram and others.

"You can never deny Snapchat is a great innovator when it comes to social platforms," ​​Keath said. "If it had grown bigger [audience] faster before it started beating some of those roadblocks, it could be better." What helped Snapchat, he added, managed to hold onto its younger demographics. But Snapchat can't do too well because newcomers social media apps like TikTok are becoming the first choice for millions of teenagers.


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