American multimedia instant messaging app, Snapchat has outlined its plans to target the millennial generation.
According to a leaked memo from its co-founder and Chief Executive, Evan Spiegel, Snapchat will focus on increasing its usage by attracting users in their 30s as part of the company’s goal to enhance growth.
Contained in the memo, Spiegel laid out his company’s plans for recovery after a year in which 20% of Snapchat’s staff were laid off, and four of its five stated goals were missed.
Attracting new users is part of the goal to grow Snapchat to 450 million daily active users by the end of next year, the company disclosed in the leaked memo.
Also, the company is focusing on a “big five” list of large countries with low penetration such as; Mexico, Brazil, Italy, Spain, and Japan.
In the memo, Spiegel explained that “This will require significant coordination and accountability across our communications, marketing, global brand experience, growth, product, and market development teams in addition to many other teams.
“We will need to be more clear and deliberate about what Snapchat is (a visual messaging app that enhances your relationships with friends, family, and the world) and why people use Snapchat (self-expression without fear of judgment).
“In contrast to social media popularity contests, Snapchat is a refuge where you can express yourself, live in the moment, learn about the world, and have fun together.”
