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Snapchat slashes Ad Costs to save Bottom Line

Snapchat’s parent company Snap looks to increase revenue with late-in the game online coupons and incentives to media partners.

Snap looks to crack champagne, last minute

Achieving only US$149.65 million out of projected US$157.98 million in the first quarter was a result of a singular share-based expense compensation.

A drop in daily active users also played a role as they saw a drop in 2 million DAUs, shy of their ideal 168 million.

As a bottom line, Snap’s IPO came up drastically short and measures were needed to be enacted if they were to recoup losses.

A rolling stone loses momentum

Seasonality plays a large role in snaps active user base, seeing US$32.72 million in revenue during fourth quarter 2015 along with US$38.79 million in it’s first quarter of 2016.

Large conglomerate entities such as Google (after nine years), Facebook, and Twitter (after four years), have all seen this sort of decline in growth and seems to be a natural course.

Do you think Snap’s discount power play will pay off? 

Learn with SMK through March

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

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SMK Editor

March's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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