Observed Signal · Oct 22, 2021 · Earnings Report · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Positive
Snapchat Adds 13M Daily Active Users
In Q3 2021, Snap Inc. reported strong growth for Snapchat, with global daily active users rising by 13 million to 306 million and monthly active users surpassing 500 million. Revenue grew 57% year over year to $1.07 billion, of which $787 million was generated in North America. Average revenue per user increased 28% to $3.49. Snapchat highlighted expanding content formats (Spotlight, Story Studio) and AR capabilities, and noted a significant partnership with WPP. The company projected Q4 2021 revenue between $1.17 billion and $1.21 billion as it heads into the holiday quarter. Management indicated continued user growth in upcoming quarters, as Snapchat celebrates its tenth anniversary and continues to invest in its advertising ecosystem.
Snap Inc. Q3 2021 earnings show strong user growth and revenue.
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Key Takeaways & Evidence Grounding
- Q3 2021 revenue: $1.07 billion
- DAU increased by 13 million to 306 million
- MAU surpassed 500 million
- North America revenue: $787 million
- ARPU: $3.49, up 28%
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Getting Fired, Risk and Ambition at Changemakers
The Marketing Society's Changemakers conference explored career resilience, ambition, and failure. Speakers included Laura Brown, former InStyle EIC, who discussed her layoff and the importance of personal equity separate from job titles. Sofia Hernandez, ex-TikTok executive, talked about leaving a high-powered role for health reasons and the evaporation of corporate status. Wendy Kula, now CMO of Saucony, took a year off after Nike restructure to combat burnout. Maryam Banikarim, former Hyatt CMO, stepped away at 50 to prioritize family. Sam Tomlinson, CEO of MediaSense, advocated for a 'learn fast' culture and criticized corporate risk elimination over risk management. The event focused on defining success beyond big titles and embracing failure as a growth path.
OK Future's AI 'Pressure Cooker' Campaign for Goodwipes
Former MullenLowe U.S. CEO Frank Cartagena launched creative shop OK Future to test generative AI's potential for a small agency. Their first project, a spoof of OpenAI's Astra ad for personal hygiene brand Goodwipes, was produced in four days using AI tools like ArtCraft, Seedance, and OpenAI's Astra model, cutting projected production costs from $700,000. The campaign, 'Meet Asstra,' gained over 1.5 million views on Reddit. However, Cartagena described the pace as 'unsustainable' and a 'pressure cooker,' with team members working around the clock and even threatening to quit. Goodwipes' SVP of Marketing, Meredith Diehn, emphasized trust in Cartagena and the value of experimenting with AI. The article highlights the growing use of AI in creative production, with 73% of marketers using GenAI for visual content and Gartner forecasting AI software spending to reach $981 billion by 2029.
Lo-fi UGC-style content outperforms polished ads
The article discusses the growing effectiveness of lo-fi and UGC-style content over polished brand advertisements in social feeds. Citing data from TikTok, System1, Meta, and Kantar, it reports that creator-led content achieves 70% higher click-through rates and 159% higher engagement than non-creator ads at the same CPM, and that viewers skip influencer content after 17.8 seconds compared to 7.9 seconds for traditional branded content. Meta partnership ads reportedly deliver 19% lower CPAs and 13% higher click-through rates. The article emphasizes that while lo-fi content feels authentic, it still requires deliberate strategy, including clear brand cues within the first two seconds. It advises brands to combine lo-fi production, genuine UGC/creator content, and a remix layer of existing footage to maintain creative freshness and performance on platforms like TikTok and Instagram Reels.
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