Snapchat is going through the growing pains every successful platform faces at some point: it's beginning to appeal to the mums and dads of its core users.
Mum's the word
According to a report in the Wall Street Journal, close to 15% of smartphone users aged 35 and over are on Snapchat.
Just three years ago that figure was at 2%.
The Journal also revealed that 70% of smartphones users in the US now use the platform. Recently, First Lady Michelle Obama joined the Snapchat ranks.
The demographic change comes as Snapchat has surged in popularity in the past year, and now hosts more daily videos than Facebook.
Twist of fate
However this isn't a unique dilemma. The same thing happened to Facebook, which originally launched as platform for college students. Now the over 65 user group is one of the fastest growing on Facebook.
It's too early to tell if the same fate will befall Snapchat – however you can bet some millennials, and marketers paid to watch these things, are already scouting for the next big thing on social.