Is it time for Snapchat to go ghost?

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Does Snapchat not comprehend its users’ wants and needs, or does Snapchat not really care about its users?

This question is raised amid the latest Snapchat update that caused an outrage among its 187 million daily active users (as of the fourth quarter of 2017). It did not please them, so much so that more than 1.2 million users signed a petition against this new horrendous update. But it fell on deaf ears. Snapchat basically gave the “sorry not sorry” attitude in its response, thought that its users will eventually accept the new changes, and that the outcry will stop.

Karma is a bitch though. Other than ignoring what the audience really wants, Snapchat forgot the powerful impact of influencer marketing, which came in the shape of Kylie Jenner. Kylie Jenner is one of the most active Snapchat users, where she shares her daily details and activities with her followers, and promotes her makeup line. In one tweet, she wiped out $1.3 billion of Snapchat’s market value. Pretty impressive to say the least.

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This singlehandedly shows the power of social media and the power of real influencers. Some would argue that the Kardashians and Jenners are overrated and question why they have so much control and influence, but that is a discussion for another day. This also shows that Snapchat needs to reevaluate its actions. What was the purpose of the new update? Was it necessary? Did they test it prior to its release? What are their goals and objectives? How will they cut their losses and become one of the main players? Is Snapchat still even considered a major competitor against Facebook and Instagram anymore?

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I guess we have to wait and see.

But the lesson learned here is not a new one: Always listen to your audience and consumers. While the new lesson would be: Never ever underestimate the power of social media. And be afraid of what the Kardashian/Jenner clan might tweet next, obviously.

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