Tag Archives: Snapchat

The BBC Breakfast studio in Manchester

Did Kylie Jenner kill Snapchat?

Last Wednesday evening celebrity Kylie Jenner tweeted that she wasn’t really using Snapchat any more. By Friday, Snap Inc’s share price had dropped $1.3billion and the popular news websites were screaming that Jenner had caused it all:

…and so on.

Around midday Friday I got an email from BBC Breakfast asking if I’d be prepared to come on and talk about celebrity and social media. Well, of course I would. So that’s how I came to be sitting in a studio in Manchester’s Media City at the sort of time most Saturdays I’d still be in bed, chatting to presenters Jon Kay and Rachel Burden, and showbiz reporter Lucy J Ford.

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Is Snapchat growing up?

Snap Inc has posted better than expected quarterly results. With its share price up 20 percent on the previous quarter, and daily users of its social platform Snapchat now at 187 million, the company seems to be defying critics who said it couldn’t coexist with Instagram.

Revenue is also up: the company took $286 million in advertising income in the year to December 2017. Snapchat recently simplified its advertising platform, making it easier for brands to access the network. These changes appear to be paying off.

Snapchat seems to be bucking the trend which has seen daily use fall at arch rival Facebook (owner of Instagram). At a time when social networks in general are coming under attack for failing to deal effectively with fake news and trolling, Snapchat’s focus on entertainment and ephemerality has clearly helped to shield it.

Snap Inc has been criticised in the past for aspects of its corporate culture. Its apparent lack of diversity and refusal to publish breakdowns of gender and ethnicity among its employees have led to the company being accused of arrogance, sexism and racism.

In 2014 Snap CEO Evan Spiegel came under attack when a series of offensive emails sent while he was at college were leaked online. He made a public apology. Last year, he married supermodel Miranda Kerr in a quiet ceremony. The couple are now expecting their first child. Maybe Snapchat, like its CEO, is finally growing up.

NB: If you were up bright and early on 7 February you might have caught me discussing these points in a live interview on BBC World Service Newsday.

Photo: Annie Spratt via Unsplash

How to be famous on social media

On Tuesday I went to a school careers fair to talk about working in social media. Nearly all the pupils I met (aged 13 – 16) were already active on social networks like Facebook, Snapchat and Instagram; a couple had their own YouTube channels.

Some of them asked me how to become an influencer. They were keen to monetize their presence like Zoella or KSI. One of them wanted to know how to ‘be famous”. Most had questions about how to make the jump from using social media for personal social networking to using it for work.

Here’s the advice I gave:

1. Yes, there are YouTubers and celebrities who’ve become famous and made millions from their social media profiles. They probably make up less than 1 percent of people who earn a living through social media. Many of these (like Paris Hilton or Kylie Jenner) already had money and networks of privilege to help them. Others (like PewDiePie or Jenna Marbles) have become leading influencers through their own unique style and delivery – and sheer hard work. It’s not impossible but the odds will be stacked against you.

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Are brands ready for Instagram Stories

Are brands ready for Instagram Stories?

Social media consultants used to talk about the difference between “broadcasting” and “listening”. You don’t hear that so much any more. One of the reasons Twitter isn’t the fun it used to be is the reversion to broadcast across so many profiles. (Combined with the rise of trolling – which makes Twitter like a party full of bores and bullies. And who wants that?)

One reason brands broadcast is because they can’t actually “listen”. Not in the true sense of the word. You can have all the monitoring systems you want, all the data gathering, all the analytics, but you can still completely miss the point.

Like puzzled parents trying to chime in with their kids’ conversations, or the proverbial dad on the dancefloor, many brands may need to face up to the harsh reality that they can never really be cool. At least, not that cool.  Not achingly hip, blink and it’s over, cool.

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