Last Friday, Snapchat filed for a $3bn IPO. As part of their filing, they revealed challenges they’re facing: advertisers questioning its ad business; net loss increased $135.4m from 2015 to 2016; and user growth is slowing. Marketers are also failing to understand that Snapchat’s audience is not just for those under 25. Not only is this younger demographic stereotype off-putting to marketers but this audience is difficult to get money from. Plus, Snapchat needs to distinguish itself from its competitors – Instagram’s adoption of Stores has already matched Snapchat’s 150m active users!