As someone who never has and likely will never use Snapchat (tried it once, didn't see the value), Snapchat has a major problem that Facebook doesn't: it can't attract older users.
My parents, older relatives...everyone I know is on Facebook or Whatsapp.
But they will never use Snapchat.
Snapchat's users are only going to be younger. This makes them an attractive investment 10 years down the line, but not right now.
That's like saying the problem with water is that it makes you less thirsty.
Snap's shtick is that it's not Facebook, that your parents aren't on it, that your creepy uncle's friend who came to the bbq last 4th of July is NOT there and that Snap is not going to geo-recommend you add him as a friend...that's the point and the main reason it got so popular so quick.
How you monetize that? Dunno, but it will sure make your app popular.
My parents, older relatives...everyone I know is on Facebook or Whatsapp.
But they will never use Snapchat.
Snapchat's users are only going to be younger. This makes them an attractive investment 10 years down the line, but not right now.