Author: Tallie Gabriel / Source: The Content Strategist
When someone tells you they need time to figure out who they are, bad news is on the way. That’s just as true in business as it is in romance. Identities are important because they help us set expectations. When there aren’t any consistent expectations, relationships end.
Snapchat is not normally a place for heartbreak, but given its current identity crisis, it could be headed for a messy split from brands and publishers. First, Snapchat launched as a photo-sharing app. Then, as video rose in popularity, the company adapted. Next, strange as this seems, it began calling itself a camera company. In trying to keep up with Instagram and Facebook, Snapchat has tried to do so many different things that it’s hard to pinpoint what kind of company it wants to be.
Last week, The Daily Beast released internal data that shows the mixed success of Snapchat’s features. The hyped geolocating Maps feature tanked in popularity in 2017, while daily message activity rose…
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