Snap Inc.: Becoming a “Camera Company” (Simplified Chinese Version)
(5 pages of text)
Case (Pub Mat)
In March 2018, Snap Inc. (Snap), based in Venice, California, and commonly known as Snapchat for its application that allowed users to send photos that disappeared, was looking for ways to grow its user base in the competitive social media platform industry and to differentiate itself from the other major platforms. To do this, it was trying to position itself as a “camera” company and to become relevant to a larger target market: adults aged 25 and older, a demographic that seemed already well-served by current social media platform options.
This case has been designed for use at both the undergraduate and the graduate level. It can be used in an advertising course on the growing popularity of advertising on social media platforms; in a marketing course on understanding the network effect; and in a strategy course on industry analysis. Following discussion of the case, students will have developed their ability to do the following:
- Assess Snap’s method for differentiating itself from its key competitors.
- Identify the challenges Snap faces in growing its core user group.
- Discuss the network effect and the impact it has on social media platforms.
- Understand how advertisers view social media platforms as vehicles for reaching their target consumers.
Information, Media & Telecommunications
United States, Large, 2018
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