Commexis Cast Daily – Nov. 10, 2017: Snapchat’s Painful Third Quarter Earning’s Report Has Some Worried

Today’s Commexis Cast discusses Snapchat’s third quarter business report. Following $443 million lost in the quarter, and stock continuing to fall, Snap turns to an app redesign. Rahul Chadha on eMarketer theorizes Snap may borrow some redesign ideas from Tencent, the owner of China’s most successful messaging app WeChat which had 903 million daily active users in September, given Tencent’s increase in share buying. An app redesign might help Snap significantly, as it currently stands at second lowest used social platform ahead of Twitter.

Digiday’s Ilyse Leffreing spoke with 21 Snapchat ad buyers to find the shortcomings of the platform, and what changes they hope for in the future. The consensus: stick to the 13-34 age demographic, which Snap reaches about 70% of in the U.S., France, UK., and Australia. Phillip and Len go in depth on why trying to widen Snap’s base too much will hurt them in the long run.

Finally, MediaPost’s Laurie Sullivan writes how fake reviews influence consumer buying habits by much more than one would think. She writes, “About 25% of survey participants admit to reading ‘a lot’ of fake reviews, but 84% admit to not always being able to spot them. For the 14% of people who admit they can never spot fake reviews and the 16% who don’t know how to identify them in particular, fake reviews create problems when determining the authenticity of a review.”

Today’s cast: Len Ward (Commexis President), Matthew McGrorty (Commexis Videographer/Podcaster), and Phillip Brooks (Commexis Lead Strategist).

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