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Young, engaged users show bright spot for Snap

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Snapchat has more reachable 13- to 17-year-olds than Facebook or Instagram, according to a new analysis by MarketingLand. This means that advertisers have more opportunities to reach that demographic with ads on Snapchat than they do on rival properties, like Facebook or Instagram.

Why it matters: "Reachability" or in technical advertising terms, "addressability," is crucial to advertisers because it reflects the number of users active enough to be reached by ads. While Snapchat overall is often compared on global figures to Facebook, when looking at the U.S., their Snap Ads manager tools show twice as many reachable users when it comes to 13- to 17-year-olds than Facebook and Instagram, and nearly as many when it comes to 18- to 24-year-olds.