Snapchat founder and CEO Evan Spiegel holds up a Pixy drone at a session during the Viva Technology show in Paris on June 17, 2022.

Eric Piermont | AFP | Getty Images

Snap shares plunged on Wednesday, falling 14% as analysts and investors recoiled from a weaker-than-expected forecast for the current period.

Overall sales declined 4% year over year. Snap is regarded by some analysts as a bellwether for digital marketing spend, which has struggled of late but is experiencing a modest recovery.

related investing news

The broader social media industry has become “harder” to forecast in, CEO Evan Spiegel said in an interview with CNBC’s Julia Boorstin on Wednesday.

Morgan Stanley maintained a $6.50 price target and an underweight rating on the social media stock. “Revenue continues to be challenged,” Morgan Stanley analyst Brian Nowak said in a Wednesday morning report. “The cost to compete for ad dollars and engagement also continues to rise,” Nowak noted.

Bank of America analyst Justin Post reiterated a neutral rating and an $11 price target. Despite “signs of smaller advertiser traction, we continue to prefer other stocks in the Online media group given Snap’s usage (time spent) pressure,” Bank of America said.

The company has faced a slowing advertising market and daily active user growth, despite big bets on artificial intelligence technology. Like many tech peers, it has laid off 20% of its global workforce.

Snap shares are up 18% year to date, but they’ve plunged significantly since reaching $73 in November 2021.

— CNBC’s Michael Bloom contributed to this report.