UK advertisers are not yet convinced ephemeral site Snapchat can outperform Instagram and Facebook's return on investment. Revenue growth slumped to 79.7% in 2018—down from 28.3% 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.
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.