Instagram, LinkedIn and Twitter were middle-of-the-pack finishers when it came to effectiveness. But one interesting result was that Snapchat was in last place for usage. Nearly 90% of respondents said they'd never used Snapchat's video advertising features.
That might be due to the fact that Snapchat has long focused its efforts on mature markets in North America and Europe, where more money is spent on video advertising—and where consumers tend to have more advanced smartphones capable of handling the app's intense data and processor requirements.
But Wyzowl also found that even among those who had used Snapchat for video marketing, only 27% thought it was an effective channel, raising questions about the platform's ability to deliver return on investment.
In September 2017, eMarketer revised its worldwide ad revenue estimates for Snapchat downward, due in part to slower-than-expected user growth. We predict the platform will generate $1.47 billion in ad revenues this year, a figure that's still up 90% from 2017's tally.