We all know their their stock has been doing well this year, but anecdotally (yes, I know, an extremely unreliable metric) it seems that there has been no rebound in usage or coolness factor. I don't hear anyone saying "I've been going back to Snapchat more", neither among personal acquaintances nor on social media or other public channels.

Has anyone? Is their recent growth/rebound limited to any particular demographic or geographical area? Are they just quietly killing it? Are advertisers really being drawn back?