Miss K Advisory
After Snapchat's $20 billion dollar valuation nobody can deny anymore that Snapchat has officially established itself as one of the huge tech companies that have arisen in the past decade. Initially Snapchat had a multi billion dollar offer from Facebook, but they turned it down. At the time, turning down such an offer seemed crazy to a lot of people, but it was actually a very smart move on Snapchat's part.
Snapchat has grown at such a quick pace that selling before they reached their peak would be a bad idea. They keep attaining more and more new users every month. In addition, Snapchat recently started monetizing their application. They introduced filter, some of which are free, and some of which you can buy. They also released their "replay" feature, which allows Snapchat users to replay a Snap they have received. Normally a Snap that has been received can only be viewed once, but the replay feature allows people to see images they enjoyed once again.
However, with the release of this replay feature they are also in danger of compromising on their most basic feature, which is that images that are sent can only be viewed once. The fact that images are deleted after being viewed once was one of Snapchat's main appeals to many people. A lot of people are thus unhappy that people have the option to replay the images they do not want people to Spy on Snapchat. It is a difficult situation for Snapchat, on the one hand they have to retain and increase their userbase but on the other hand they have to start monetizing their app.
Snapchat is monetizing their application in quite a clever way. They monetize it in such a way that it is unlikely that people dislike it too much, but effective enough to make the app profitable.