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Don’t look now, but Snapchat is making its move. The social media platform was highly regarded during its IPO in 2017 but has since been riding a rollercoaster of ups and downs which haven’t produced great results thus far for investors.

It finally appears, however, that Snapchat is ready to show the digital world why it was once so highly thought of in the first place. Yes, the company has had to get over a public backlash against one of its platform updates last year. Yet, with a stronghold on a young demographic and an evolving product line, there is no reason why the value of SNAP cannot surpass $20 in the coming year.

Wrangling in young users

Since its creation, Snapchat has marketed itself toward young users. This has helped the company generate ad revenue for its bottom line. According to the company’s Q4 2018 earnings announcement, “We reached over 70% of the total 13- to 34-year-old U.S. population with premium mobile video ads on a monthly basis.” In fact, Snapchat has gained more market share in 18-24-year-olds than both Facebook and Instagram.

Garnering the attention of younger users is what keeps Facebook and Instagram up at night, seeing that Snapchat will likely eclipse their growth in the coming decade. In fact, the young generation is seemingly opting-out of Facebook altogether. According to Bill Fisher, senior analyst at eMarketer, “These so-called Facebook-nevers are eating into Facebook’s user growth significantly. Many younger social network users are forgoing Facebook altogether in favor of more appealing mobile-first alternatives, such as Snapchat.”

Don’t forget that Facebook attempted to purchase Snapchat for $3 billion over five years ago. When the purchase didn’t go through, Facebook began to copy many of Snapchat’s features such as Stories, camera effects, and filters. In the meantime, the company is continuing to try and leverage its acquisition of Instagram to engage and build a younger consumer base. Yet, as the previous numbers indicate, it isn’t doing such a great job. Clearly, Mark Zuckerberg sees the value and growth potential of Snapchat and what it has to offer young users.

A minor PR hiccup

A major reason why Snapchat lost users and revenue this past year was due to terrible reviews of a major platform update. One review in particular, from celebrity Kylie Jenner, was seen as a big reason why SNAP lost $1 billion in market value in a single day in February.

The company took a long-term viewpoint on the situation. In a statement, they said, “We completely understand the new Snapchat has felt uncomfortable for many. However, this new foundation is just the beginning and we will always listen closely to find new ways to make the service better for everyone.”