Dive Brief:

• Bloomberg has reported that Snapchat reached 150 million daily users, up from 110 million in December.
• These figures not only mark Snapchat's rapid rise, but also help it pass Twitter’s fewer than 140 million daily users.
• In separate news that further bolsters Snapchat's clout, Digiday reports that Wimbledon has signed a three-year deal with Snapchat to have a temporary Snapchat Live outpost during the Grand Slam tennis tournament’s duration, beginning with this year’s event.

Dive Insight:

While Snapchat has been ascendant, Twitter has been facing a number of issues with daily users which its investors have made noise about. Snapchat can no longer be considered an upstart to watch in the social media world. It has most certainly arrived.

Whatever problems Twitter has faced in recent years, it remained well within the social media "big three" rounded out by Facebook, Instagram and LinkedIn. Snapchat’s passing Twitter in daily users should let marketers know that times have changed and it is time to not only take Snapchat seriously, but also be prepared for what looks to be an explosion of messaging app usage as well.

Snapchat’s user base trends toward Gen Z and millennials. It has gained popularity for being an easy way for its users to share photos and videos and play with features like lenses. For marketing purposes, it hasn’t always been the easiest platform to work with, though the app has made moves to attract more publishers and brands onto the app. Lack of targeting measurement that marketers have become accustomed to on other social platforms may have initially spooked some advertisers, but its decided rise in the social media ranks could outweigh any lingering issues.