It might be early days, but marketers are seeing little return when advertising on Snapchat. They also seem more interested in spending ad dollars on the company’s newfound rival: Instagram.
That’s according to a series of studies published by RBC Capital Markets in partnership with Ad Age, where some 1,600 marketers were surveyed in an attempt to gauge the pulse of the digital advertising industry. The sobering news underscores the uphill battle Snapchat faces as other platforms like Facebook-owned Instagram and Messenger mimic its features. It also shows Snapchat is a far cry from being in similar company to Google or Facebook, which both received significantly higher marks from marketers.