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Company > Snap: Business Model, SWOT Analysis, and Competitors 2023

Snap: Business Model, SWOT Analysis, and Competitors 2023

Published: Jan 26, 2023

Inside This Article


    Snap Inc., the parent company of Snapchat, has emerged as a major player in the social media landscape. This blog article will delve into the business model of Snap, examining how it generates revenue through its advertising platform. Additionally, a SWOT analysis will be conducted to evaluate the strengths, weaknesses, opportunities, and threats facing the company. Furthermore, an overview of Snap's competitors in the year 2023 will be provided, shedding light on the dynamic nature of the industry and the challenges Snap may encounter in the near future.

    What You Will Learn:

    • Who owns Snap and the significance of its ownership structure in the company's decision-making process.
    • The mission statement of Snap and how it guides the company's strategic direction and product development.
    • How Snap generates revenue and the various revenue streams that contribute to its business model.
    • An in-depth explanation of the Snap Business Model Canvas and how it helps identify key elements of the company's value proposition, customer segments, channels, and more.
    • The main competitors of Snap in the social media and messaging app industry.
    • A comprehensive SWOT analysis of Snap, highlighting its strengths, weaknesses, opportunities, and threats, to gain a deeper understanding of the company's market position and future prospects.

    Who owns Snap?

    Major Shareholders

    Snap, the parent company of popular social media platform Snapchat, has numerous major shareholders who collectively own a significant portion of the company. These shareholders include both individuals and institutional investors.

    One of the largest shareholders is co-founder and CEO Evan Spiegel, who owns a substantial portion of the company's shares. As the driving force behind Snap's vision and strategy, Spiegel's ownership stake reflects his commitment to the company's success.

    Other major shareholders include Snap's co-founder Bobby Murphy, who also holds a considerable number of shares. Together with Spiegel, Murphy has played a pivotal role in shaping the company's growth and innovation.

    Institutional Investors

    In addition to individual shareholders, several institutional investors have significant ownership stakes in Snap. These investors are typically large organizations such as mutual funds, pension funds, or investment firms.

    One prominent institutional investor in Snap is Fidelity Investments. The investment firm holds a substantial number of shares in the company, indicating its confidence in Snap's future prospects.

    Another notable institutional investor is The Vanguard Group, which has also amassed a significant ownership stake in Snap. As one of the world's largest investment management companies, The Vanguard Group's involvement underscores Snap's appeal to institutional investors.

    Public Shareholders

    Snap is a publicly traded company, which means that its shares are available for purchase by individual investors through stock exchanges. These public shareholders can include both retail investors and smaller institutional investors.

    Public shareholders are crucial to Snap's ownership structure as they provide liquidity and diversify the ownership base. Moreover, the participation of individual investors highlights the company's popularity and the confidence placed in its long-term growth potential.

    It is important to note that ownership in Snap can change over time as shareholders buy or sell their shares. Monitoring changes in ownership can provide insights into the evolving dynamics and market sentiment surrounding the company.


    Snap's ownership is a combination of major shareholders, institutional investors, and public shareholders. Co-founders Evan Spiegel and Bobby Murphy, along with institutional investors like Fidelity Investments and The Vanguard Group, play a significant role in shaping the company's ownership structure. Public shareholders also contribute to Snap's ownership base, underlining the widespread interest in the company's future success. Monitoring changes in ownership can provide valuable insights into the evolving landscape of Snap's ownership and the market's perception of its prospects.

    What is the mission statement of Snap?

    The Mission Statement of Snap: Empowering People to Express Themselves

    Snap Inc., the parent company of Snapchat, has a clear and concise mission statement that reflects its commitment to user expression and creativity. The mission statement of Snap is to empower people to express themselves, live in the moment, learn about the world, and have fun together.

    Snap understands the innate human desire for self-expression and believes that everyone should have the freedom to communicate and share their unique perspectives with others. By providing a platform that encourages creativity and authenticity, Snap aims to foster a global community where individuals can connect and express themselves freely.

    With the mission statement at its core, Snap continuously develops innovative features and tools that enable users to unleash their creativity. Whether it's through the use of creative filters, augmented reality lenses, or multimedia storytelling capabilities, Snap provides users with the means to express themselves in a visually captivating and engaging way.

    Additionally, Snap recognizes the importance of living in the moment and seizing opportunities for personal growth. The platform encourages users to capture and share authentic, unfiltered moments, allowing them to connect with others on a deeper level and learn from different perspectives. Snap believes that by embracing the present and embracing the diversity of experiences, individuals can broaden their understanding of the world around them.

    Furthermore, Snap understands that having fun and enjoying shared experiences are integral parts of human connection. The platform offers various interactive features, such as games and community events, to bring people together and foster a sense of enjoyment and camaraderie.

    In summary, Snap's mission statement embodies its dedication to empowering people to express themselves, live in the moment, learn about the world, and have fun together. By providing a platform that celebrates creativity, authenticity, and connection, Snap aims to create a global community where individuals can freely express themselves and engage with others in meaningful ways.

    How does Snap make money?


    Snap primarily generates revenue through advertising. The company offers various advertising options on its platform, allowing businesses to reach Snapchat's large user base.

    Snap Ads

    Snap Ads are short, vertical video ads that appear between users' stories or in the Discover section of the app. These ads can include interactive elements, such as swiping up to access more content or install an app. Advertisers can target specific demographics, locations, or interests to ensure their ads reach the most relevant audience.

    Sponsored Lenses and Filters

    Snapchat also offers sponsored lenses and filters, which are creative overlays that users can apply to their photos and videos. Brands can create their own lenses or filters and pay Snap to make them available to Snapchat users for a specific period of time. This form of advertising allows brands to engage with users in a fun and interactive way.

    Discover Partnerships

    Snapchat's Discover section features content from various media partners, including publishers and TV networks. These partners share revenue with Snap through advertising. Advertisers can place their ads within the Discover section, allowing them to reach a broader audience and align their brand with popular content.

    In-App Purchases

    Snap generates additional revenue through in-app purchases. The company offers a range of virtual goods and features that users can purchase to enhance their Snapchat experience. These include premium filters, stickers, Bitmojis, and additional storage space for saving snaps. By offering these optional upgrades, Snap provides users with a way to personalize their profiles while generating additional income.


    Snap also generates revenue through its hardware product called Spectacles. These sunglasses are equipped with a built-in camera that allows users to capture photos and videos directly from their perspective. Spectacles can be purchased through Snap's website or through vending machines called Snapbots. Although Spectacles are not a major source of revenue for Snap, they contribute to the company's overall income diversification.

    Partnerships and Licensing

    Snap has entered into partnerships and licensing agreements with various companies to generate additional revenue. For example, the company has partnered with Bitmoji, allowing users to create personalized avatars that can be integrated into their Snapchat experience. Snap also licenses its augmented reality technology to other companies, enabling them to develop their own AR experiences.

    In conclusion, Snap primarily makes money through advertising on its platform, offering various ad formats to businesses. In-app purchases, Spectacles sales, partnerships, and licensing agreements also contribute to the company's revenue stream.

    Snap Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that allows organizations to analyze, design, and describe their business models in a visual format. It serves as a comprehensive framework for understanding the key elements required to create, deliver, and capture value within a business.

    Overview of Snap's Business Model Canvas

    Snap, the parent company of Snapchat, has developed a unique and innovative business model that has propelled its success in the social media industry. Let's explore the various components of Snap's Business Model Canvas:

    Key Partnerships

    Snap has established crucial partnerships with various entities to enhance its offerings and expand its reach. One of its notable partnerships is with content publishers, allowing them to distribute their content through Snapchat's Discover platform. By collaborating with publishers, Snap is able to provide its users with a diverse range of content, attracting and engaging a larger audience.

    Key Activities

    Snap's key activities revolve around the development and maintenance of its mobile application, Snapchat. This includes continuously improving the user experience, innovating new features, and ensuring the platform's security. Additionally, Snap invests heavily in research and development to stay at the forefront of technological advancements in fields such as augmented reality and image recognition.

    Value Propositions

    Snap's value proposition lies in providing its users with a unique and personalized social media experience. With its disappearing content, creative filters, and interactive features, Snapchat offers a platform for users to express themselves and connect with friends in an authentic and engaging manner. Snap's commitment to user privacy and data protection also adds value, fostering a sense of trust among its user base.

    Customer Segments

    Snapchat primarily targets younger demographics, particularly millennials and Generation Z, who are highly active on social media platforms. By understanding the preferences and behaviors of these customer segments, Snap tailors its offerings to cater to their needs, ensuring a loyal and engaged user base. Additionally, Snap also targets advertisers and content creators who can leverage the platform's wide reach to promote their products and services.

    Customer Relationships

    Snapchat fosters strong customer relationships through continuous engagement and interaction with its users. The platform encourages user-generated content, sparking conversations and building a sense of community. Snap also actively seeks feedback from its users to improve the app's functionality and address any concerns. For advertisers and content creators, Snap maintains relationships by offering targeted advertising solutions and providing data analytics to measure campaign performance.

    Revenue Streams

    Snap generates revenue through various streams, with advertising being its primary source. By offering sponsored filters, lenses, and geofilters, Snap provides advertisers with opportunities to reach a large and engaged audience. Additionally, Snap monetizes its Discover platform by partnering with publishers and sharing revenue generated from advertising placements within the content. Snap also generates revenue from its hardware products, such as Spectacles, which capture and share content directly to Snapchat.

    Key Resources

    Snap's key resources include its technology infrastructure, which supports the scalability and reliability of its platform. The company also relies on its talented and creative workforce to drive innovation and maintain the app's appeal. Furthermore, Snap's strong brand reputation and user base serve as valuable resources, helping to attract advertisers and content creators to the platform.

    Cost Structure

    Snap incurs various costs to sustain its operations and drive growth. These include expenses related to research and development, marketing and advertising, infrastructure maintenance, and employee salaries. Additionally, Snap incurs costs associated with content licensing agreements, ensuring a diverse range of content is available on its platform.

    In conclusion, Snap's Business Model Canvas encompasses key elements such as partnerships, activities, value propositions, customer segments, customer relationships, revenue streams, resources, and cost structure. By effectively managing and optimizing these components, Snap has successfully positioned itself as a leading player in the social media industry.

    Which companies are the competitors of Snap?


    Snap Inc., the parent company of popular social media platform Snapchat, has witnessed tremendous growth and popularity since its inception. However, it operates in a highly competitive landscape, with several companies vying for user attention and market share. Let's take a closer look at some of the key competitors of Snap.


    Facebook, a social media giant, poses a significant threat to Snap. With over 2.8 billion monthly active users across its platforms, including Facebook, Instagram, and WhatsApp, Facebook has the advantage of a massive user base. Furthermore, Facebook has been successful in replicating Snapchat's popular features, such as Stories, within its own platforms. This has led to a decline in Snapchat's user growth and engagement, making Facebook one of the top competitors for Snap.


    TikTok, a short-form video app, has gained immense popularity worldwide, particularly among younger demographics. The platform allows users to create and share creative videos set to music, offering a unique and engaging user experience. With its viral trends and extensive reach, TikTok has become a significant competitor to Snap. As a result, Snap has been actively looking for ways to compete with TikTok by introducing similar features and partnerships with popular content creators.


    Twitter, a microblogging and social networking platform, also competes with Snap for user attention and advertising revenue. Although their platforms serve different purposes, both companies target similar demographics and compete for engagement and ad dollars. While Twitter primarily focuses on real-time news and updates, Snap offers a more visual and interactive experience. Nevertheless, the competition between the two companies remains fierce, particularly in terms of attracting advertisers and expanding their user base.


    Google, a tech giant, is another notable competitor of Snap. While Google's primary focus is on its search engine and advertising network, it also operates various social media platforms, including YouTube. YouTube, with its vast user base and popularity among content creators, directly competes with Snap's Discover feature, which offers a curated collection of user-generated and professional content. Additionally, Google's advertising capabilities and dominance in the digital advertising market pose a challenge for Snap's advertising revenue growth.


    Snap faces stiff competition from industry giants like Facebook, TikTok, Twitter, and Google. These companies leverage their massive user bases, innovative features, and advertising capabilities to attract users and advertisers away from Snap. To stay ahead in the highly competitive social media landscape, Snap needs to continue innovating and offering unique experiences that resonate with its target audience. By doing so, Snap can differentiate itself and maintain its position as a leading social media platform.

    Snap SWOT Analysis


    • Strong brand recognition and popularity among younger demographic
    • Unique and innovative features such as augmented reality filters and disappearing messages
    • Large user base with over 280 million daily active users
    • Strong partnerships with media companies and celebrities for exclusive content
    • Ability to reach a global audience through various advertising options


    • Strong competition from social media platforms like Instagram and TikTok
    • Reliance on advertising revenue, which can be impacted by changes in consumer behavior or economic downturns
    • Limited user engagement compared to other platforms, with users spending less time on the app on average
    • Privacy concerns and controversies surrounding data security and user privacy
    • Lack of diversification in revenue streams beyond advertising


    • Growing global smartphone penetration and internet connectivity, offering access to a larger user base
    • Expansion into new markets and demographics, particularly older age groups
    • Continuous innovation and development of new features to stay ahead of competitors
    • Partnerships with brands and advertisers to create interactive and engaging content
    • Potential for monetizing popular features such as Snap Maps and Discover


    • Intense competition from social media giants like Facebook and Google
    • Changing user preferences and trends in social media usage
    • Potential for stricter regulations on data privacy and advertising practices
    • Negative impact of economic downturns on advertising budgets
    • Rapidly evolving technology landscape that may render current features outdated or less popular

    Key Takeaways

    • Snap Inc. is owned by its co-founders Evan Spiegel and Bobby Murphy, who have maintained a majority control of the company through their ownership of Class C shares.
    • The mission statement of Snap is to "empower people to express themselves, live in the moment, learn about the world, and have fun together."
    • Snap primarily generates revenue through advertising, including sponsored lenses, filters, and Discover content, as well as through user-generated content monetization and hardware sales (e.g., Spectacles).
    • Snap's business model canvas revolves around its key activities, such as developing and improving its Snapchat platform, creating engaging content and features, attracting and retaining users, and monetizing through advertising and other revenue streams.
    • Snapchat faces intense competition from companies like Facebook (including Instagram and WhatsApp), Twitter, and TikTok. These competitors constantly innovate and introduce similar features to attract users and advertisers.
    • In terms of SWOT analysis, Snap's strengths lie in its innovative platform, strong user base, and lucrative advertising options. However, it faces weaknesses such as user retention challenges and dependence on younger demographics. Opportunities include international expansion and diversification of revenue streams, while threats include intense competition and potential privacy concerns.


    In conclusion, Snap Inc. is owned by its co-founders Evan Spiegel and Bobby Murphy, who have maintained majority voting control over the company. The mission statement of Snap is to contribute to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together.

    Snap generates revenue primarily through advertising, with the majority of its revenue coming from the sale of Snap Ads. Additionally, the company earns money through sponsored creative tools, partnerships, and content licensing.

    The Snap Business Model Canvas provides a comprehensive overview of how the company creates, delivers, and captures value. It highlights key activities such as product development, content creation, and marketing, as well as the channels used to reach and engage users.

    In terms of competition, Snap faces fierce rivalry from companies like Facebook (including Instagram and WhatsApp), Twitter, and TikTok. These platforms offer similar features and attract a large user base, making the social media landscape highly competitive.

    A SWOT analysis reveals that Snap's strengths lie in its innovative features, strong user engagement, and popularity among younger demographics. However, the company also faces weaknesses such as high reliance on advertising revenue and vulnerability to changing user trends. Opportunities for Snap include expanding into new markets and diversifying revenue streams, while threats include intense competition and privacy concerns.

    Overall, Snap has established itself as a major player in the social media industry, continuously evolving to meet user demands and staying ahead of its competitors. With its unique features, dedicated user base, and focus on self-expression, Snap has the potential to drive future growth and success in the digital landscape.

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