ABSTRACT
The number of Snapchat users continued to climb, and reached 100,000 by April 2012. By the end of 2014, the number of Snapchat’s monthly active users had surged to 200 million, becoming a top three sharing site among millennials. In 2014, Snapchat added chat and Geofilter technology to its app. Chat was introduced as a way to communicate between users. Users could simply swipe right on a friend’s name in their Snapchat inbox to begin a chat. Once both users exited the chat platform, the conversation thread would be cleared, once again staying true to the ephemeral nature of Snapchat. Overall, the company was confident that it could find the right balance for its users and brands so that it did not alienate any part of its network. In response, Snap Inc. continued to innovate and look for new distribution channels, while attempting to enhance its value proposition and increase revenue.
