Snapchat may be heading toward the end of its days.
A report from market researching and polling company, YouGov, says millennials' love for the social media app is at a record low. In late January, the app had a score of 30 based on a poll answered by Americans aged 18-34. Now it's at 8.
It all started with the redesign Snapchat released last year. It was met with lackluster reviews by several of its users, including Kylie Jenner. Back in February, she tweeted "sooo does anyone else not open Snapchat anymore? Or is it just me... ugh this is so sad." And just like that, the app's stock fell dramatically (more than seven percent). Then less than a month later, the app made another crucial mistake by approving an insensitive ad which asked users whether or not they'd want to "slap Rihanna" or "punch Chris Brown." On top of it inciting abuse, it was also a terrible callback to the horrific incident between the two music stars.
Rihanna later publicly condemned the app on Instagram. “Now SNAPCHAT I know you already know you ain’t my favorite app out there!" she wrote. "But I’m just trying to figure out what the point was with this mess! I’d love to call it ignorance, but I know you ain't that dumb!" Chrissy Teigen later announced she was done with the app as well because of the update and the poll.
"I stopped using snap. The update, the constant complaints of people not being able to find me, plus the Rihanna poll...no bueno," read her tweet.
Snapchat apologized for the insensitive ad and was testing out ways to reverse the redesign. But it seems it might be too late.
