By August 2024, Snapchat had surpassed 850 million monthly users and expanded its daily active users to around 397 million. Yet its parent company, Snap Inc., grappled with profitability challenges. Renowned for its ephemeral messaging, Filters, and Stories, Snapchat had carved out a distinct niche in the social media sphere and garnered significant popularity among younger demographics. Despite its appeal and cutting-edge features, the company faced hurdles in achieving profitability. This case provides an opportunity to discuss Snapchat’s financial difficulties, evaluate the effectiveness of its revenue model, and contemplate the strategic decisions required for the company to achieve long-term sustainability.
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