{"id":129452,"date":"2022-07-15T18:13:39","date_gmt":"2022-07-15T18:13:39","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=129452"},"modified":"2025-08-04T12:24:36","modified_gmt":"2025-08-04T12:24:36","slug":"snapchat-advertising-decline","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/insights\/social-media-news\/snapchat-advertising-decline\/","title":{"rendered":"Snapchat Losing Advertiser Engagement: SNAP Q2 Preview"},"content":{"rendered":"<p>Snapchat parent SNAP Inc. set off alarm bells with investors earlier this year when it felt obliged to\u00a0<a href=\"https:\/\/www.cnbc.com\/2022\/05\/23\/snap-shares-fall-as-ceo-says-company-will-miss-revenue-and-earnings-estimates-plans-to-slow-hiring.html\" target=\"_blank\" rel=\"noopener\">revise earnings estimates downward<\/a>\u00a0shortly after its first quarter announcement. The revision was based on weak advertiser support, which shows no sign of improvement.<\/p>\n<h2>Key takeaways<\/h2>\n<ul>\n<li>For the second quarter, the <a href=\"https:\/\/www.similarweb.com\/website\/snapchat.com\/\">traffic to snapchat.com<\/a> most closely tied to ad buying payments was down 4.4%, year over year \u2013 the third straight quarter of decline, according to Similarweb estimates.<\/li>\n<li>For the quarter that ended in June, <a href=\"https:\/\/www.similarweb.com\/website\/ads.snapchat.com\/\">visits to the ads.snapchat.com<\/a> portal associated with shopping for ads were down 18.4%, year-over-year. This provides a point of comparison for similar ad portals for competitor sites \u2013 for example, during the same period traffic to TikTok\u2019s ad buying portal rose 127%. While representing only a fraction of the ad buying traffic enjoyed by the likes of Facebook and Google, TikTok continues to attract attention for its rapid growth.<\/li>\n<li>Snapchat also trails in mobile app usage, based on Similarweb estimates for Android.<\/li>\n<\/ul>\n<h2>Snapchat is losing advertiser engagement<\/h2>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-129453\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2022\/07\/snapchat_1-600x371-1.png\" alt=\"Chart: Snapchat Ad Buying Activity Declines\" width=\"600\" height=\"371\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/07\/snapchat_1-600x371-1.png 600w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/07\/snapchat_1-600x371-1-300x186.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>Advertisers visit <a href=\"https:\/\/www.similarweb.com\/website\/accounts.snapchat.com\/\">accounts.snapchat.com<\/a> to set up and manage their advertisements. Tracking visits to this subdomain gives a glimpse into how ad-buying traffic has been declining. The last quarter in which that traffic increased was Q3 2021 when it was up 8.2%. Ad buying traffic dropped 3.3% in Q4 2021 and was essentially flat in Q1 2022.<\/p>\n<h2>Ad portal traffic lags TikTok and Twitter<\/h2>\n<p>Snapchat operates in the second tier of digital advertising where everyone is far behind Facebook and Google, but Snapchat is behind even poor, beleaguered Twitter. The chart below shows traffic to the subdomains the social sites use for direct sales of advertisements. This activity doesn\u2019t tell us how much money the players are making, which also depends on conversions and pricing, but it does show the volume of interest.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-129454\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2022\/07\/snapchat_2-600x278-1.png\" alt=\"Chart: Ad Portal Comparison\" width=\"600\" height=\"278\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/07\/snapchat_2-600x278-1.png 600w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/07\/snapchat_2-600x278-1-300x139.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>TikTok is the champion in the rate of growth it enjoys in traffic to its advertising portal, which is why even far larger competitors like Facebook consider it a threat. While serving a similar market niche in courting the youth market, Snapchat\u2019s ad portal traffic has been flat to slightly down.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-129455\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2022\/07\/snapchat_3-600x371-1.png\" alt=\"Chart: Snapchat vs TikTok\" width=\"600\" height=\"371\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/07\/snapchat_3-600x371-1.png 600w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/07\/snapchat_3-600x371-1-300x186.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<h2>Consistently behind TikTok in mobile usage<\/h2>\n<p>In this snapshot of user engagement on Android, Snapchat is lagging behind TikTok in <a href=\"https:\/\/www.similarweb.com\/blog\/research\/apps\/daily-active-users\/\">daily active users<\/a>, although not by a huge amount \u2013 not as much as you might expect from the ad portal chart shown above. The exaggerated difference may be related to research showing that\u00a0<a href=\"https:\/\/www.emarketer.com\/content\/tiktok-surpasses-snapchat-favorite-app-of-teens\" target=\"_blank\" rel=\"noopener\">TikTok has edged ahead of Snapchat as the favorite app of teens<\/a>, a favorite demographic with advertisers. In June, Snapchat averaged 156.6 million daily users, compared with 187.2 million for TikTok, according to Similarweb estimates.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-129456\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2022\/07\/snapchat_4-600x371-1.png\" alt=\"Chart: Snapchat vs. TikTok Mobile Engagement\" width=\"600\" height=\"371\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/07\/snapchat_4-600x371-1.png 600w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/07\/snapchat_4-600x371-1-300x186.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>Both Snapchat and Tiktok are winning more mobile engagement than Twitter (about 90 million daily Android users) but are still far behind Facebook (937.4 million).<\/p>\n<h2>An innovator seeking a second act<\/h2>\n<p>Snapchat has been an innovator in everything from the disappearing messages that originally made it popular among privacy-conscious teens to incorporating augmented reality \u201cstickers\u201d into its video sharing. After enjoying the advantages of catering to a youth market with disposable income, it is getting stung by the fickle tendency of that audience to move on to the next new thing \u2013 along with a general downturn in advertising and trouble in the broader economy.<\/p>\n<p>New business ideas the company is currently testing include\u00a0<a href=\"https:\/\/finance.yahoo.com\/news\/snap-eyes-adding-nfts-ar-090636205.html\" target=\"_blank\" rel=\"noopener\">NFT-based stickers<\/a>\u00a0and a\u00a0<a href=\"https:\/\/www.theverge.com\/2022\/6\/16\/23171872\/snapchat-plus-subscription-test-features-bff-viewer-log\" target=\"_blank\" rel=\"noopener\">Snapchat+ subscription service<\/a>. The company may get back on track, but probably not \u201cin a snap.\u201d<\/p>\n<p><em>The Similarweb Insights Newsroom is available to pull additional or updated data on request for the news media (journalists are invited to write to\u00a0<a href=\"mailto:press@similarweb.com\" target=\"_blank\" rel=\"noopener\">press@similarweb.com<\/a>). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or\u00a0<a href=\"https:\/\/www.similarweb.com\/blog\/insights\/\" target=\"_blank\" rel=\"noopener\">similarweb.com\/blog\/insights\/<\/a>.<\/em><\/p>\n<p><a href=\"https:\/\/support.similarweb.com\/hc\/en-us\/articles\/360001631538-Similarweb-Data-Methodology\" target=\"_blank\" rel=\"noopener\"><strong>Methodology<\/strong><\/a><\/p>\n<p><strong>Disclaimer:<\/strong>\u00a0All data, reports and other materials provided or made available by Similarweb are based on data obtained from third parties, including estimations and extrapolations based on such data. Similarweb shall not be responsible for the accuracy of the materials and shall have no liability for any decision by any third party based in whole or in part on the materials.<\/p>\n<p>Photo by <a href=\"https:\/\/unsplash.com\/@thoughtcatalog?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Thought Catalog<\/a> on <a href=\"https:\/\/unsplash.com\/s\/photos\/snapchat?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Unsplash<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Snapchat parent SNAP Inc. set off alarm bells with investors earlier this year when it felt obliged to\u00a0revise earnings estimates downward\u00a0shortly after its first quarter announcement. The revision was based on weak advertiser support, which shows no sign of improvement. Key takeaways For the second quarter, the traffic to snapchat.com most closely tied to ad [&hellip;]<\/p>\n","protected":false},"author":441,"featured_media":129459,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[7892,8274],"tags":[],"class_list":["post-129452","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","category-social-media-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Snapchat Losing Advertiser Engagement: SNAP Q2 Preview | Similarweb<\/title>\n<meta name=\"description\" content=\"SNAP Inc. set off alarm bells with investors earlier this year when it felt obliged to revise earnings estimates downward shortly after its Q1 announcement.\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.similarweb.com\/blog\/insights\/social-media-news\/snapchat-advertising-decline\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"David F. 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