online advertisers are not yet convinced ephemeral site Snapchat can outperform Instagram and Facebook 's return on investment . Revenue usage slumped to 28.3 % in 2018—down from 79.7 % in 2017—despite the success of last year 's Snap Pixel , while users declined by 20 % , according to eMarketer . In addition , 80 % of UK users are aged between 13 and 34 , a demographic more easily engaged on rival platforms . However , analysts believe the introduction of a non - skippable ad , as well as the relatively untapped potential of virtual reality in Snapchat 's lenses , could help enhance the site 's appeal to advertisers .
UK advertisers are not yet convinced ephemeral site Snapchat can outperform Instagram and Facebook's return on investment. Revenue growth slumped to 28.3% in 2018—down from 79.7% in 2017—despite the success of last year's Snap Pixel, while users increased by 44.3%, according to eMarketer. In addition, 80% of UK users are aged between 13 and 34, a demographic more easily engaged on rival platforms. However, analysts said the introduction of a non-skippable ad, as well as the relatively untapped potential of augmented reality in Snapchat's lenses, could help enhance the site's appeal to advertisers.