Snap Inc has pinned its hopes on the over-35 crowd to revive user growth for its photo messaging app, a shift ad buyers said could backfire.
Wooing older people to Snapchat, known for disappearing messages and cartoon selfie photo filters, could alienate its cult following of youngsters, ad buyers and other executives warned. Companies hoping to target young users may in turn move their ad dollars elsewhere, denting money-losing Snap's primary revenue source.
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