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Teen hit Yolo raises $8M to let you Snapchat anonymously
It wasn’t a fad. Yolo became the country’s No. 1 app just a week after launch by letting teens ask for anonymous replies to questions they posted on Snapchat. But nine months later, Yolo is still in the top 100 iOS apps and has 10 million active users. Now it’s safeguarding the app from predators while revealing a smart new feature for spinning up anonymous group chats, powered by $8 million in fresh funding.
“What we are trying to build is a new kind of network where there’s a fluidity to identity,” Yolo co-founder Greg Henrion tells me. “We weren’t sure if Yolo was here to stay, but we’re still ranking well and there seems to be a real opportunity in anonymity starting with Snapchat Q&A.”
Yolo is the first big win for Snapchat’s Snap Kit platform that lets developers piggyback on its login, Bitmoji avatars, stickers and Stories. This lets tiny development teams build apps that hundreds of millions of people, teens in particular, can instantly sign up for in just a few taps. Another Snap Kit app for meeting new people called Hoop recently spiked to No. 2 on the charts
We haven’t seen this kind of social platform success since Zynga’s empire rose atop Facebook. Spawning more blockbusters like Yolo could ensure that a Snapchat account is a must-have utility for the next generation.
Sleepless nights atop the charts
“For two weeks we basically didn’t sleep,” Henrion recalls about the chaos he and co-founder Clément Raffenoux endured after Yolo shot to No. 1 last May. “You’re trying to stay afloat. It was very, very wild.”
The basic premise of Yolo is that you write a question like, “Who’s my celebrity look alike?”, “What do people really think of me?” or “How could I be nicer?” You’re then switched over to Snapchat, where you can post the question in your Story or messages with a link back to Yolo. There, people can anonymously leave a response; you can post that and your reply with another post on Snapchat.
Yolo co-founder and CEO Greg Henrion, in real life and Bitmoji
The result is that friends and followers feel comfortable giving you real talk. They don’t have to sugarcoat their answers. And that makes people race to open Yolo each time they get a message. Yolo has seen 26 million downloads across iOS and Android globally, with nearly 70% in the U.S, according to Sensor Tower.
Other anonymous apps like tbh (acquired by Facebook) and Sarahah (kicked off the app stores) quickly faded, and others eventually imploded due to bullying, like Secret and YikYak. Although tbh hit No. 1 in September 2017, it was out of the top 500 by November. It seems a combination of inherent virality via Snapchat, easy user acquisition via Snap Kit and sharp product design has given Yolo some staying power. It still managed 2.2 million downloads last month versus a peak of 5.5 million in its first month back in May 2019.
That June, Yolo quietly raised a $2 million seed round thanks to its sudden success. The team had been grinding since 2017 on a video reactions app called Popshow funded by a small pre-seed round from SV Angel, Shrug Capital and Product Hunt’s Ryan Hoover. They’d previously built music video-making app Mindie that eventually sold to influencer collective Shots Studios. Popshow never caught on, so the team began experimenting on Snap Kit, building a more official Q&A feature for Snapchat than predecessors like Sarahah and Polly. Then, boom. Days after launch, Yolo’s usage exploded.
But to keep users interested, Yolo needed to evolve. That would require more funding for the eight-person team split between Snapchat’s home of Los Angeles and Henrion’s home of Paris.
An honest way to chat
The concept of a social app where users could shift between full anonymity and representation via avatar attracted its $8 million Series A to invest in product and engineering. The round was led by Thrive Capital, Ron Conway’s A.Capital, former TechCrunch editor Alexia Tsotsis’ Dream Machine (also in the seed round), Shrug, Day One, Goodwater, Knight VC, ex-Facebooker Bobby Goodlatte, Twitter co-founder Biz Stone and SV Angel’s Brian Pokorny.
That cash fueled the release of Yolo’s new group chat feature. You can set up a chat room, give it a name and generate an invite URL or sticker you can post on Snapchat, just like its previous question feature. Friends or friends of friends that are already in can join the group chat, represented by their Bitmoji instead of their name. Yolo suggests people join the more open “party mode” chats where their friends are active.
What makes this special is that once an hour, users can tap the Yolo Superpowers button to send a totally anonymous message to the group. More Superpowers are coming, but there’s also an anonymous “Someone has a crush on [name]” message so you can secretly profess your affection to anyone or someone else in the chat.
“The limits of Q&A is that it doesn’t generate real conversation. It’s an ice breaker, but we also want conversations to happen,” Henrion stresses. “‘What do you think about this dress?’ The group chat is more about ‘let’s talk about the dress.’” The chats could be focused on people you actually know offline, or those you share interests with. The option to restrict group chats to either just your contacts or friends of friends “limits the amount of meeting strangers,” Henrion explains. “This is very different from the public communities like Reddit or the dating apps.”
Can “anonymous” be synonymous with “safe”?
Still, anonymous apps have consistently proven to be havens for cyberbullying and unsafe behavior. Without the accountability of having your name attached, people are free to say awful things. That can be even worse amongst teenagers who might get in trouble for being mean at school but not on an app.
Yolo first focused on messages blocking 10% of overall messages that contained offensive content. That meant blatant hate speech and trolling couldn’t spread through the app. “We’re strict on moderation. When looking at the reviews about bullying, it’s like nothing compared to any other anonymous app. I think we solved 90% of the problem.”
Now it’s working with Snapchat to safeguard the group chats feature. The goal is to ensure Yolo doesn’t actively recommend chat amongst adults to minors and vice-versa. Henrion says this update should roll out soon.
“It’s 2020 and we need to be very responsible” Henrion tells me. “Moderation and growth are the most difficult things to balance. It’s moderation first for sure. We don’t care about growth if it’s not healthy or sustainable.” The new funding also gives Yolo the luxury of pushing back monetization while it focuses on safely adding more users.
By making anonymity more private, Yolo has a chance to sidestep some of the worst elements of human behavior. Making fun of someone has less appeal if there’s no wider audience like trolls exploited in the feeds and comment reels of Secret and YikYak.
That could let the brighter side of anonymity shine through: vulnerability, honesty and deep connections that are enhanced by the absence of embarrassment. With all the change, uncertainty and anxiety that’s part of growing up, teens deserve a place where they can be open with each other and speak their minds. After all, you only live once.
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SpaceX alumni are helping build LA’s startup ecosystem
During the days when Snapchat’s popularity was booming, investors thought the company would become the anchor for a new Los Angeles technology scene.
Snapchat, they hoped, would spin-off entrepreneurs and angel investors who would reinvest in the local ecosystem and create new companies that would in turn foster more wealth, establishing LA as a hub for tech talent and venture dollars on par with New York and Boston.
In the ensuing years, Los Angeles and its entrepreneurial talent pool has captured more attention from local and national investors, but it’s not Snap that’s been the source for the next generation of local founders. Instead, several former SpaceX employees have launched a raft of new companies, capturing the imagination and dollars of some of the biggest names in venture capital.
“There was a buzz, but it doesn’t quite have the depth of bench of people that investors wanted it to become,” says one longtime VC based in the City of Angels. “It was a company in LA more than it was an LA company.”
Perhaps the most successful SpaceX offshoot is Relativity Space, founded by Jordan Noone and Tim Ellis. Since Noone, a former SpaceX engineer, and Ellis, a former Blue Origin engineer, founded their company, the business has been (forgive the expression) a rocket ship. Over the past four years, Relativity href=”https://techcrunch.com/2019/10/01/relativity-a-new-star-in-the-space-race-raises-160-million-for-its-3-d-printed-rockets/”> has raised $185.7 million, received special dispensations from NASA to test its rockets at a facility in Alabama, will launch vehicles from Cape Canaveral and has signed up an early customer in Momentus, which provides satellite tug services in orbit.
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How Hoop hit #2 with its Tinder for Snapchat
Snapchat’s developer platform is blowing up as a gateway to teen social app users. Hoop is the latest Snap Kit blockbuster, rocketing to No. 2 on the overall App Store charts this month with its Tinder -esque swiping interface for discovering people and asking to message with them over Snapchat. Within a week of going viral, unfunded French startup Dazz saw Hoop score 2.5 million downloads.
The fact that such a dumbfoundingly simple and already ubiquitous style of app was able to climb the charts so fast demonstrates the potential of Snap Kit to drive user lock-in for Snapchat. Because the developer platform lets other apps piggyback on its login system and Bitmoji avatars, it creates new reasons for users to set up a Snapchat account and keep using it. It’s the same strategy that made Facebook an entrenched part of the internet, but this time it’s for a younger crowd.
In the first-ever interview about Hoop, Dazz’s 26-year-old co-founders Lucas Gervais and Alexi Pourret reveal that the idea came from watching user patterns in their previous experiment on the Snap Kit platform. They built an app called Dazz in 2018 that let users create polls and get anonymous answers from friends, but they noticed their 250,000 users “always ended up adding each other on Snap. So we decided to create Hoop, the app to make new Snap friends,” Gervais tells me.
Gervais and Pourret have been friends since age two, growing up in small town in France. They met their two developers in high school, and are now marketing students at university. With Hoop, they say the goal was to “meet everyone’s needs, from connecting people from different cultures to helping lonely people to feel better to simply growing your Snapchat community.”
The Dazz / Hoop team (from left): Developers Julien Maire & Teddy Vallar, co-founders Alexi Pourret & Lucas Gervais
At first, Hoop for iOS or Android looks just like Tinder. You create an account with some photos and bio information, and start swiping through profiles. If you like someone, you tap a Snapchat button to request their Snap username so you can message them.
But then Hoop reveals its savvy virality and monetization strategy. Rather than being able to endlessly “swipe right” and approach people, Hoop limits your asks by making you spend its in-app “diamonds” currency to reach out. After about 10 requests to chat, you’ll have to earn more diamonds. You do that by sharing and getting friends to open your invite link to the app, adding people on Snapchat that you meet on Hoop, logging in each day, taking a survey, watching a video ad and completing offers by signing up for streaming services or car insurance providers. It also trades diamonds for rating Hoop in the App Store, though that might run afoul of Apple’s rules.
Those tactics helped Hoop climb as high as No. 2 on the overall iOS chart and No. #1 on the Social Apps chart on January 24th. It’s now at No. 83 overall and No. 7 in social, putting it above apps like Discord, LinkedIn, Skype and new Vine successor Byte. Hoop had more than 3 million installs as of a week ago.
There are certainly some concerns, though. Gervais claims that “We are not a meeting or dating app. We simply offer an easy way to make new Snap friends.” But because Tinder isn’t available for people under 18, they might be looking to Hoop instead. Thankfully, adults can’t see profiles of users under 18, and vice versa, and users only see potential matches in their age group. However, users can edit their age at any time.
Snap Kit keeps startups lean
Tools like Amazon’s AWS have made building a startup with a lean team and little money increasingly easy. Snap Kit’s ability to let developers skip the account creation and management process is another step in that direction. But the power to imbue overnight virality is something even Facebook never accomplished, though it helped build empires for developers like Zynga.
Another Snap Kit app called Yolo for receiving anonymous responses to questions shot up to No. 1 in May. Seven months later, it’s still at No. 51. That shows Snap Kit can offer longevity, not just flash-in-the-pan download spikes. Gervais calls the platform “a very powerful tool for developers.”
Three years ago I wrote that Snapchat’s anti-developer attitude was a liability. It needed to become a platform with a cadre of allies that could strengthen its role as an identity platform for teens, and insulate it against copycats like Facebook. That’s exactly what it did. By letting other apps launch themselves using its accounts, Stories and Bitmoji, they wouldn’t need to copy its social graph, sharing format or avatars, and instead would drive attention to the originals.
If Snap can keep building useful developer tools, perhaps by adding to its platform real-world object scanning, augmented reality filters and video calling, a Snapchat account could become a must-have for anyone who wants to use the next generation of apps. Then could come the crown jewel of a platform: discovery and virality. By building a section for promoting Snap Kit apps into Snapchat Discover, developers looking for shortcuts in both engineering and growth might join Evan Spiegel’s army.
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Snapchat hits 218M users but big Q4 losses sink share price
Snapchat still isn’t profitable nearly two years after its IPO. In Q4 2019, Snap lost $241 million on $560.8 million in revenue; that’s up 44% year-over-year and an EPS of $0.03. That comes from adding 8 million daily users to reach a total of 218 million up 3.8% this quarter from 210 million and 17% year-over-year.
The big problem was a one-time $100 million legal settlement that pushed it to lose $49 million more in Q4 2019 than Q4 2018. That comes from a shareholder lawsuit claiming Snap didn’t adequately disclose the impact of competition from Facebook on its business. The IPO was soured by weak user growth as people shifted from Snapchat Stories to Instagram Stories.
A rough Q4
Snapchat had a mixed quarter compared to estimates, exceeding the EPS predictions but falling short on revenue. FactSet’s consensus predicted $563 million in revenue and a loss of $0.12 EPS. Estimize’s consensus came in at $568 million in revenue and an EPS gain of $0.02.
Snapchat shares plunged over 11% in after-hours trading following the announcement. Shares had closed up 4.17% at $18.99 today. That’s up from a low of $4.99 in December 2018 when its user count was shrinking under competition from Instagram Stories. It’s now hovering around its $17 IPO price, but it’s still under its post-IPO pop to $27.09.
Snap gave stronger than expected revenue guidance for Q1 2020 of $450 million to $470 million, and 224 million to 225 million users. The company’s CFO Derek Anderson says that “Q4 marked our first quarter of Adjusted EBITDA profitability at $42 million for the quarter, an improvement of $93 million over the prior year.” Still, he predicts an Adjusted EBITDA in Q1 of negative $90 million to negative $70 million. That’s manageable for Snap without raising more money, since it now has $2.1 billion in cash and marketable securities, down $148 million quarter-after-quarter.
Snapchat 2020
“Throughout the course of 2019, we added 31 million daily active users, largely driven by investments in our core product and improvements to our Android application,” said Snapchat CEO Evan Spiegel . “We’ve recently completed our 2020 strategic planning process and have aligned our teams and resources around our goals of supporting real friendships on Snapchat, expanding our service to a broader global community, investing in our AR and content platforms, and scaling revenue while achieving profitability in order to self-fund our investments in the future.”
Some other highlights:
- 1.3 trillion Snaps were created in 2019
- The average Snapchat user engages for 30 minutes per day
- Snapchat reaches 90% of U.S. 13 to 24-year-olds and over 75% of 13 to 34-year-olds
- Total daily time spent by Snapchatters watching Discover increased by 35% year-over-year, and it’s up 60% for users over the age of 25
- Over 50 Snapchat shows reached a monthly audience of 10 million viewers or more
- 75% of users engage with augmented reality per day
- 20% of Snaps sent with an AR lens were made with commununity-developed lenses
- 5X more users open the Lens Explorer now versus a year ago, and 10% of users open it every day
Snapchat’s user growth has been on a tear thanks to international penetration, especially in India, after it re-engineered its Android app for developing markets. It gained users in all markets. Crucially, it raised its average revenue per user 23% from $2.09 in Q4 2018 to $2.58, though only from $1.24 to $1.35 in the Rest of World region, where it’s growing user count the fastest. Snap will need to figure out how to squeeze more cash out of the international market to offset the costs of streaming tons of video to these users.
Q4 saw Snapchat readying several new products that could help boost engagement and therefore ad views. Cameos, first reported by TechCrunch, lets users graft their face onto an actor in an animated GIF like a lightweight deepfake. Bitmoji TV, which won’t run ads initially but could drive attention to Snapchat Discover, offers zany four-minute cartoons that star your Bitmoji avatar. We could see a bump to engagement from these starting in Q1 2020.
To retain its augmented reality filter creators, Snapchat has pledged $750,000 in payouts in 2020. It also expanded the use of product catalog ads, and now lets advertisers buy longer skippable ads.
Outside of the legal settlement, Snapchat is inching closer to profitability, but still has a ways to go. It has managed to develop a strong synergy between its popular chat feature that’s tougher to monetize, and the Stories and Discover content where it can inject ads. The big question is whether Facebook Messenger, Instagram and WhatsApp will get more serious about ephemeral messaging that’s at the core of Snapchat. If it can hold onto the market and maintain its place as where teens talk, it could ride out its costs and build revenue until it’s sustainable for the long-term.
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Snapchat launches Bitmoji TV: zany 4-min cartoons of your avatar
If you were the star of every show, would you watch more mobile television? Snapchat is betting that narcissism drives resonance for its new weekly videos that put you and your friends’ customizable Bitmoji avatars into a flurry of silly animated situations. Bitmoji TV premieres on Saturday morning, and it’s remarkably funny, exciting and addictive. Think cartoon SNL on fast-forward, with you playing a secret agent, a zombie president or a Moonlympics athlete.
It’s a style of content only Snapchat could pull off that relies on ubiquitous personalized avatars only Snapchat owns. The company says 70% of its daily active users, or 147 million of its 210 million, have made themselves a Bitmoji. Snapchat bought Bitmoji’s parent company Bitstrips in 2016 for a steal at $62.5 million, and it’s paying off. Amidst a sea of premium video and haphazard Stories that blur together across streaming services and social apps, Snapchat finally found something Facebook can’t copy.
“We really believe that we have invented a new category of entertainment. It’s scripted but it’s personalized. You could take that in a million directions,” says Bitmoji co-founder and CEO Ba Blackstock, who wrote and directed Bitmoji TV. “First and foremost, I hope that everyone who watches this has kind of a mind-blowing experience that they’ve never had before.”
Bitmoji TV, which TechCrunch was first to report Snapchat was building last month, will have its own Snapchat Show page where users can subscribe to get notifications and see new episodes on the Discover Page. Users can visit this page on mobile or tap and hold on the Snapcode below while pointing at it with the Snapchat camera to open Bitmoji TV.
The show is designed to be PG-13, with some bleeped out swearing and a little bloody violence. The shows are made out of Bitmoji’s Toronto office and are based on North American TV, film and advertising. Each episode cuts away and back to a main story, with the first two centered around an America’s Best Bitmoji game show and a Mime Cops hostage negotiation. Interspersed are “channel flips” between shorter single-gag clips that take your avatar into sit-coms, soap operas, action movies and infomercials.
The gags are ridiculous. At the basketball “Moonlympics,” a player jumps up for a dunk, but low gravity causes him to crash through the glass dome and suck all the other players into space. At Cannibal High, an school announcement says “Attention students, we’re all deeply saddened by the sudden passing of Vice Principal Schneider. To honor his legacy, today the cafeteria will be serving Vice Principal Schneider.”
You’re not alone it Bitmoji TV. There’ll be occasional celebrity guests like Randy Jackson, Andy Richter and Jon Lovitz. But your co-star in these segments is the Bitmoji of whichever person you last interacted with on Snapchat. That lets you control whether you want your best friend, your significant other or some rando alongside you. That decision will change the way you interpret the jokes and scenes. Your Bitmoji won’t talk, but their’s will.
Getting philosophical, Blackstock explains that “When you say words to me, it’s not just your words in a vacuum. They’re coming from you. You’re the medium . . . In any narrative fiction you learn about the characters, they have a back story, they have relationships that exist under the story that color it.” Who you make your supporting actor lends personal subtext that enriches each story. That’s one reason you can’t download or easily share clips of your version of Bitmoji TV, and Snap instead just lets you share a link to watch the real thing. Blackstock says it just doesn’t have the same effect if you’re not in the spotlight.
One thing you won’t find in Bitmoji TV, at least at first, are advertisements. The initial 10-episode season won’t have them. But that does seem to be the plan. When I asked Blackstock about monetizing the show, he said, “You can imagine. Discover has a business model of showing ads.” Since it make Bitmoji TV, Snapchat would get to keep that ad money rather than paying it out with revenue shares to partners or by buying content. Just as we’ve seen music and video streaming apps move to cut royalty expenses by creating content in-house, Snap seems to have the same idea.
Snapchat has yet to monetize Bitmoji directly beyond its merchandise store where you can get yours on t-shirts and mugs. Surprisingly, it doesn’t sell premium or branded clothes and looks for Bitmoji, nor does it allow brands to pay to have their apparel featured.
Snap did recently start letting people mix-and-match clothes for their Bitmoji, and when asked if that could foreshadow a revenue opportunity, Blackstock said, “You gotta build the store before you start selling the clothes . . . this was a foundational evolution designed to not only improve the experience for users but to set the stage for things to come.” You and your friends seeing your avatar’s fresh outfit on Bitmoji TV might make people care more about what their digital mini-mes wear.
Having watched the first three episodes, I’m pretty certain Bitmoji TV is going to be a hit. The show embodies the whimsy of Snapchat and the youth culture of the community who uses it. It’s rare to see something so premium but so unabashedly kooky. It’s reminiscent of the Rick and Morty “Interdimensional Cable” episodes that similarly feature rapid-fire snippets of fake and absurd TV shows.
Yet “the idea for Bitmoji TV actually precedes Bitmoji. It’s something I’ve been thinking about since those days [before Snapchat acquired it]. In a way it precedes Bitstrips. I’ve been making comics and cartoons since I was a little kid,” Blackstock tells me. “How I met two of the co-founders of Bitstrips was passing them comics in class. Even after school when we had jobs I would draw comics of my co-founder that were very compromising and I would fax them to his office to try to get him fired,” he recalls with a hearty laugh. Now he has the budget to make them TV-worthy, but just as crazy.
Snapchat has a good hunch it’s going to work because it’s been testing a comic-stripped down version called Bitmoji Stories. These still or lightly animated slideshows use the same idea of starring the avatars of you and your friends, but without full-motion video or constant audio. Indeed, 130 million people have watched Bitmoji Stories since they launched in late 2018.
As Blackstock tells me, “They were easier to make at a high volume and release ongoingly, which we could put out as a prelude to get our audience ready for personalized content — but also for us to learn from and see how people responded and figure out our own processes in terms of production.” Snapchat had animators and engineers work hand in hand to build a rendering system for Bitmoji Stories and TV. That helps it rapidly produce the personalizable content that can flex to accommodate any shaped avatar without them clipping into their surroundings.
Tonight, Bitmoji TV will receive an in-person “silent disco-style” premiere at Los Angeles’ Soho House. Guests will scan a code on the big screen, don headphones and each watch on their own phone with themselves as the star.
Snapchat’s head of original content Sean Mills tells me that “New technology will unlock new kinds of storytelling,” citing “the power of bringing a user into the experience with their best friends.” Bitmoji TV has certainly found a way to turn vanity into engagement. It’s more compelling than the mediocre originals on Facebook Watch. And it’s technologically innovative, unlike the planned lineup for Quibi.
If the modern era of visual communication began with the selfie, Snap honed it into a messaging tool. A few words were more interesting with a friend’s face behind it. The original Bitmoji chat stickers let your face say whatever you wanted even without having to get on camera. Snapchat’s new Cameo feature grafts your face into GIFs to express even more complex feelings. And now with Bitmoji TV, an animated version of your face can live out your wildest fantasies or weirdest dreams. That’s something worth tuning into.
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NBC partners with Snapchat on four daily shows for 2020 Tokyo Olympics
Snapchat and NBC Olympics are again teaming up to produce customized Olympics content for users in the U.S. — this time, for the 2020 Tokyo Olympics this summer. The companies had previously worked together during the Rio 2016 and PyeongChang 2018 Olympics. The PyeongChang Olympic Winter Games in 2018 reached over 40 million U.S. users, up 25% from the 2016 Rio Olympics.
In addition, 95% of those users were under the age of 35.
This younger demographic is getting harder to reach in the cord-cutting era, as many people forgo pay-TV subscriptions and traditional broadcast networks in favor of on-demand streaming services, like Netflix. That limits the reach of advertisers, impacting NBC’s bottom line.
The Snap partnership helps to fix that, as it offers NBC Olympics a way to sell to advertisers who want to reach younger fans who don’t watch as much — or any — TV. Snapchat today reaches 90% of all 13 to 24-year-olds in the U.S., and 75% of all 13 to 34-year-olds; 210 million people now use Snapchat daily.
NBC Olympics says it’s the exclusive seller of all the new customized content associated with the Games, working in partnership with Snap.
This year, it’s also putting out more content than before.
The company plans to release more than 70 episodes across four daily Snapchat shows leading up to and during the Games. That’s triple the number of episodes it offered in 2018.
For the first time, it’s creating two daily Highlight Shows for Snapchat, which will be updated in near real-time. The shows will include the must-see moments from the day in Tokyo.
In addition, two unscripted shows will air during the Games, each with two episodes per day. One, “Chasing Gold,” which first debuted during PyeongChang 2018, will follow the journeys of Team USA athletes. The second show is new this year, and will be a daily recap of the most memorable moments curated especially for Snapchat users. Both are being produced by The NBCUniversal Digital Lab.
The deal will also see Snap curating daily Our Stories during the Games, as it has done in previous years. The stories will include photos and videos from fans as well as content from the NBC Olympics.
“We know the audience on Snap loves the Olympic Games,” said Gary Zenkel, president, NBC Olympics, in a statement. “After two successful Olympics together, we’re excited to take the partnership to another level and produce even more content and coverage from the Tokyo Olympics tailored for Snapchatters, which also will directly benefit the many NBC Olympics advertisers who seek to engage further with this young and active demographic.”
Snapchat isn’t the only digital destination for Olympics content, however. NBC and Twitter teamed up to stream limited live event coverage, highlights and a daily Olympics show from the Tokyo Games. It was unclear at the time the deal was announced if NBC had opted for Twitter over Snapchat. Now we know that’s not the case — in fact, Snap’s deal with NBC is even bigger than before.
NBCU said earlier it expected to exceed $1.2 billion in ad sales for the 2020 Games, which are also presented on NBC, NBCSN, Olympic Channel: Home of Team USA and NBC Sports’ digital platforms.
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Snapchat will launch Bitmoji TV, a personalized cartoon show
Snapchat’s most popular yet under-exploited feature is finally getting the spotlight in 2020. Starting in February with a global release, your customizable Bitmoji avatar will become the star of a full-motion cartoon series called Bitmoji TV. It’s a massive evolution for Bitmoji beyond the chat stickers and comic strip-style Stories where they were being squandered to date.
Creating original in-house shows for its Discover section that can’t be copied could help Snapchat differentiate from the plethora of short-form video platforms out there ranging from YouTube to Facebook Watch to TikTok. Bitmoji TV could also up the quality of Discover, which still feels like a tabloid magazine rack full of scantly clad women, gross-out imagery, and other shocking content merely meant to catch the eye and draw a click.
With Bitmoji TV, your avatar and those of your friends will appear in regularly-scheduled adventures ranging from playing the crew of Star Treky spaceship to being secret agents to falling in love with robots or becoming zombies. The trailer Snapchat released previews an animation style reminiscent of Netflix’s Big Mouth.
TechCrunch asked Snap for more details, including how long episodes will be, how often they’ll be released, whether they’ll include ads, and if the company acquired anyone or brought on famous talent to produce the series. A Snap spokesperson declined to provide more details, but sent over this statement: “Bitmoji TV isn’t available in your network yet, but stay tuned for the global premiere soon!”
The Snapchat Show page for Bitmoji TV notes it is coming in February 2020. Users can visit here on mobile to subscribe to Bitmoji TV so it shows up prominently on their Discover page, or turn on notifications about its new content.
Snap realizes Bitmoji’s value
Snap has had a tough few years as many of its core features have been ruthlessly copied by the Facebook family of apps. Instagram Stories killed Snap’s growth for years and effectively stole the broadcast medium from its inventor. Facebook also ramped up it augmented reality selfie filters, added more ephemeral messaging features, and launched Watch as a competitor to Snapchat Discover.
Two years ago I wrote that Facebook was crazy not to be competing with Bitmoji too. Six months later we were first to report Facebook Avatars was in the works, and this year they launched as Messenger chat stickers in Australia with plans for a global release in 2019 or early 2020. But Facebook’s slow movement here, Google’s half-assed entry, and Twitter’s lack of an attempt have given Snapchat’s Bitmoji a massive headstart. And now Snap is finally leveraging it.
“TV” is actually a return to Bitmoji’s roots. The startup Bitstrips originally offered an app for customizing the face, hair, clothes, and more of your avatar and then creating comic strips for them to appear in. Snap acquired Bitstrips back in 2016 for just $64.2 million — a steal not far off from Facebook snatching Instagram for under a billion. The standalone Bitmoji app blew up as soon as Snapchat began offering the avatars as chat stickers. It had over 330 million downloads as of April according to Sensor Tower despite Snapchat now letting you create your avatar in its main app.
Eventually, Snap began expanding Bitmoji’s uses. In 2017 Bitmoji went 3D and you could start overlaying them as augmented reality characters on your Snaps. The next year Snap improved their graphics, then launched the Snap Kit developer platform and Bitmoji Kit. This allows apps to build atop Snapchat login and use your Bitmoji as a profile pic. Soon they were appearing as Fitbit smart watch faces, alongside your Venmo transaction, and on Snapchat-sold merchandise from t-shirts to mugs. It’s part of a wise strategy to beat copycats by allowing allies to use real thing rather than building their own knock-off. That’s fueled the “Snapback” comeback which has seen Snap’s share price climb out of the gutter at $5.79 at the start of 2019 to $16.09 now.
One of Snap smartest innovations was Bitmoji Stories — the ancestor to Bitmoji TV. These daily Stories let you tap frame-by-frame through short comic strip-style interactions starring your avatar. Occasionally Bitmoji Stories would include rudimentary animation, but most frames were still images with text bubbles. Bitmoji could once again drive a narrative, rather than just being a communication tool. Still, they seem underutilized.
In 2019, Snapchat wised up. Bitmoji have become nearly ubiquitous amongst teens and Snapchat’s 210 million daily users. They’re the Google or Kleenex of cartoonish personalized avatars. Their goofy nature is also a perfect fit for Snapchat, and a reason they’re tough for stiffer and older tech giants to convincingly copy.
In April, Snap announced its new games platform inside its messaging feature that let you play as your Bitmoji against friends’ avatars in games ranging from Mario Party ripoff Bitmoji Party to tennis, shoot-em ups, and cooking competitions. Snap injects ads into the games, making Bitmoji key to its efforts to monetize its central messaging use case. Last month it launched custom and branded clothing for Bitmoji, which could open opportunities to earn money selling premium outfits or showing off brand sponsorships.
To truly take advantage of Bitmoji’s unique popularity, though, Snap needed to build longer-form experiences with the avatars at the center that . Stickers and Stories and games were fun, but none felt like must-see content. With Bitmoji TV, Snap may have found a way to get users to drag their friends into the app. Since everyone sees their own Bitmoji as the star, the cartoons could be more compelling then ones with impersonal characters you might find elsewhere around the web.
But Bitmoji TV’s success will depend largely on the quality of the writing. If your avatar is constantly getting into funny, meme-worthy situations, you’ll keep coming back to watch. But Snap’s teen audience has a keen nose for inauthentic bullsh*t. If the Shows feel forced, too childish, or boring, Bitmoji TV will flop. Snap would be savvy to invest in great Hollywood talent to produce the episodes.
High quality Bitmoji TV shorts could rescue Snapchat Discover from its own mediocrity. There are a few strong brands like ESPN SportsCenter on the platform, and Snap has several original Shows with over 25 million unique viewers. It’s also greenlit additional seasons of Shows like Dead Girls Detective Agency and new biopic clips from Serena Williams and Arnold Schwarzenegger. Still, a scroll through the Discover and Shows sections reveals plenty of trashy clickbait that surely scares away premium advertisers.
Bitmoji TV could offer video that’s not only fun and snackable, but out of reach for competitors who don’t have a scaled avatar platform of their own. As with the recent launch of Snapchat Cameos, the company has realized that the most addictive experiences center on its users’ own faces. Snapchat turned the selfie into the future of communication. Bitmoji TV could make an animated recreation of your selfie into the future of content.
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Instagram still doesn’t age-check kids. That must change.
Instagram dodges child safety laws. By not asking users their age upon signup, it can feign ignorance about how old they are. That way, it can’t be held liable for $40,000 per violation of the Child Online Privacy Protection Act. The law bans online services from collecting personally identifiable information about kids under 13 without parental consent. Yet Instagram is surely stockpiling that sensitive info about underage users, shrouded by the excuse that it doesn’t know who’s who.
But here, ignorance isn’t bliss. It’s dangerous. User growth at all costs is no longer acceptable.
It’s time for Instagram to step up and assume responsibility for protecting children, even if that means excluding them. Instagram needs to ask users’ age at sign up, work to verify they volunteer their accurate birthdate by all practical means, and enforce COPPA by removing users it knows are under 13. If it wants to allow tweens on its app, it needs to build a safe, dedicated experience where the app doesn’t suck in COPPA-restricted personal info.
Minimum Viable Responsibility
Instagram is woefully behind its peers. Both Snapchat and TikTok require you to enter your age as soon as you start the sign up process. This should really be the minimum regulatory standard, and lawmakers should close the loophole allowing services to skirt compliance by not asking. If users register for an account, they should be required to enter an age of 13 or older.
Instagram’s parent company Facebook has been asking for birthdate during account registration since its earliest days. Sure, it adds one extra step to sign up, and impedes its growth numbers by discouraging kids to get hooked early on the social network. But it also benefits Facebook’s business by letting it accurately age-target ads.
Most importantly, at least Facebook is making a baseline effort to keep out underage users. Of course, as kids do when they want something, some are going to lie about their age and say they’re old enough. Ideally, Facebook would go further and try to verify the accuracy of a user’s age using other available data, and Instagram should too.
Both Facebook and Instagram currently have moderators lock the accounts of any users they stumble across that they suspect are under 13. Users must upload government-issued proof of age to regain control. That policy only went into effect last year after UK’s Channel 4 reported a Facebook moderator was told to ignore seemingly underage users unless they explicitly declared they were too young or were reported for being under 13. An extreme approach would be to require this for all signups, though that might be expensive, slow, significantly hurt signup rates, and annoy of-age users.
Instagram is currently on the other end of the spectrum. Doing nothing around age-gating seems recklessly negligent. When asked for comment about how why it doesn’t ask users’ ages, how it stops underage users from joining, and if it’s in violation of COPPA, Instagram declined to comment. The fact that Instagram claims to not know users’ ages seems to be in direct contradiction to it offering marketers custom ad targeting by age such as reaching just those that are 13.
Instagram Prototypes Age Checks
Luckily, this could all change soon.
Mobile researcher and frequent TechCrunch tipster Jane Manchun Wong has spotted Instagram code inside its Android app that shows it’s prototyping an age-gating feature that rejects users under 13. It’s also tinkering with requiring your Instagram and Facebook birthdates to match. Instagram gave me a “no comment” when I asked about if these features would officially roll out to everyone.
Code in the app explains that “Providing your birthday helps us make sure you get the right Instagram experience. Only you will be able to see your birthday.” Beyond just deciding who to let in, Instagram could use this info to make sure users under 18 aren’t messaging with adult strangers, that users under 21 aren’t seeing ads for alcohol brands, and that potentially explicit content isn’t shown to minors.
Instagram’s inability to do any of this clashes with it and Facebook’s big talk this year about its commitment to safety. Instagram has worked to improve its approach to bullying, drug sales, self-harm, and election interference, yet there’s been not a word about age gating.
Meanwhile, underage users promote themselves on pages for hashtags like #12YearOld where it’s easy to find users who declare they’re that age right in their profile bio. It took me about 5 minutes to find creepy “You’re cute” comments from older men on seemingly underage girls’ photos. Clearly Instagram hasn’t been trying very hard to stop them from playing with the app.
Illegal Growth
I brought up the same unsettling situations on Musically, now known as TikTok, to its CEO Alex Zhu on stage at TechCrunch Disrupt in 2016. I grilled Zhu about letting 10-year-olds flaunt their bodies on his app. He tried to claim parents run all of these kids’ accounts, and got frustrated as we dug deeper into Musically’s failures here.
Thankfully, TikTok was eventually fined $5.7 million this year for violating COPPA and forced to change its ways. As part of its response, TikTok started showing an age gate to both new and existing users, removed all videos of users under 13, and restricted those users to a special TikTok Kids experience where they can’t post videos, comment, or provide any COPPA-restricted personal info.
If even a Chinese app social media app that Facebook CEO has warned threatens free speech with censorship is doing a better job protecting kids than Instagram, something’s gotta give. Instagram could follow suit, building a special section of its apps just for kids where they’re quarantined from conversing with older users that might prey on them.
Perhaps Facebook and Instagram’s hands-off approach stems from the fact that CEO Mark Zuckerberg doesn’t think the ban on under-13-year-olds should exist. Back in 2011, he said “That will be a fight we take on at some point . . . My philosophy is that for education you need to start at a really, really young age.” He’s put that into practice with Messenger Kids which lets 6 to 12-year-olds chat with their friends if parents approve.
The Facebook family of apps’ ad-driven business model and earnings depend on constant user growth that could be inhibited by stringent age gating. It surely doesn’t want to admit to parents it’s let kids slide into Instagram, that advertisers were paying to reach children too young to buy anything, and to Wall Street that it might not have 2.8 billion legal users across its apps as it claims.
But given Facebook and Instagram’s privacy scandals, addictive qualities, and impact on democracy, it seems like proper age-gating should be a priority as well as the subject of more regulatory scrutiny and public concern. Society has woken up to the harms of social media, yet Instagram erects no guards to keep kids from experiencing those ills for themselves. Until it makes an honest effort to stop kids from joining, the rest of Instagram’s safety initiatives ring hollow.
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Snapchat beats in Q3, adding 7M users & revenue up 50%
The Snap-back continues. Snapchat blew past earnings expectations for a big beat in Q3, as it added 7 million daily active users this quarter to hit 210 million, up 13% year-over-year. Snap also beat on revenue, notching $446 million, which is up a whopping 50% year-over-year, at a loss of $0.04 EPS. That flew past Bloomberg’s consensus of Wall Street estimates that expected $437.9 million in revenue and a $0.05 EPS loss.
Snap has managed to continue cutting losses as it edges toward profitability. Net loss improved to $227 million from $255 million last quarter, with the loss decreasing $98 million versus Q3 2018.
CEO Evan Spiegel made his case in his prepared remarks for why Snapchat’s share price should be higher: “We are a high-growth business, with strong operating leverage, a clear path to profitability, a distinct vision for the future and the ability to invest over the long term.”
Snapchat’s share price had closed down 4% at $14, and had fallen roughly 4.6% in after-hours trading as of 1:50 pm Pacific, to $13.35, despite the earnings beat. It remains below its $17 IPO price but has performed exceedingly well this year, rising from a low of $4.99 in December.
That’s partially because of the high cost of Snapchat’s growth relative average revenue per user. While it notes that it saw user growth in all regions, 5 million of the 7 million new users came from the Rest of World, with just 1 million coming from the North America and Europe regions. That’s in part thanks to better than expected growth and retention on its re-engineered Android app that’s been a hit in India. But since Snapchat serves so much high-definition video content but it earns just $1.01 average revenue in the Rest of World, it has to hope it can keep growing ARPU so it becomes profitable globally.
Some other top-line stats from Snapchat’s earnings:
- Operating cash flow improved by $56 million to a loss of $76 million in Q3 2019, compared to the prior year.
- Free Cash Flow improved by $75 million to $84 million in Q3 2019, compared to the prior year.
- Cash and marketable securities on hand reached $2.3 billion.
Interestingly, Spiegel noted that “We benefited from year-over-year growth in user activity in Q3 including growth in Snapchatters posting and viewing Stories.” Snapchat hadn’t indicated Stories was growing in at least the past two years, as it was attacked by clones, including Instagram Stories that led Snapchat to start shrinking in user count a year ago before it recovered.
Since Stories viewership is critical to total ad view on Snapchat, we may see analysts insisting to hear more about that metric in the future. Snap also said users opened the app 30 times per day, up from 25 times per day as of July 2018, showing it’s still highly sticky and being used for rapid-fire visual communication.
The other major piece of Snapchat’s ad properties is Discover, where total time spent watching grew 40% year-over-year. And rather than being driving by just a few hits, more than 100 Discover channels saw over 10 million viewers per month in Q3. With Instagram’s IGTV a flop, Discover remains Snapchat’s best differentiated revenue driver, and one it needs to keep investing in and promoting. With Instagram trying to compete more heavily on chat with its new close friends-only Threads app, Snapchat can’t rely on ephemeral messaging to keep it special.
TikTok buys ads on Snapchat that could steal its users
Surprisingly, Spiegel said that “We definitely see TikTok as a friend” when asked about why it allowed the competitor to continue buying ads on Snapchat. The two apps are different, with Snapchat focused on messaging and biographical social media while TikTok is about storyboarded, premeditated social entertainment. But this could be a dangerous friendship for Snapchat, as TikTok may be taking time away that users might spend watching Snapchat Discover, and its growth could box Snapchat out of the social entertainment space.
Looking forward, in Q4 Snap is estimating 214 to 215 million daily active users and $540 million to $560 million in revenue. It’s expecting between break even and positive $20 million for adjusted EBITDA. That revenue guidance was below estimates for the holiday Q4, contributing to the share price fall.
Snap has a ways to go before reaching profitability. That milestone would let it more freely invest in long-term projects, specifically its Spectacles camera-glasses. Spiegel has said he doesn’t expect augmented reality glasses to be a mainstream consumer product for 10 years. That means Snap will have to survive and spend for a long time if it wants a chance to battle Apple, Facebook, Magic Leap and more for that market.
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Zuckerberg misunderstands the huge threat of TikTok
“It’s almost like the Explore Tab that we have on Instagram” said Facebook CEO Mark Zuckerberg in leaked audio of him describing TikTok during an all-hands meeting. But it’s not. TikTok represents a new form of social entertainment that’s vastly different from the lifelogging of Instagram where you can just take a selfie, show something pretty, or pan around what you’re up to. TikToks are premeditated, storyboarded, and vastly different than the haphazard Stories on Insta.
That’s why Zuckerberg’s comments cast a dark shadow over the future of the Facebook family of apps. How can it beat what it doesn’t understand? He certainly can’t ignore it. Facebook’s copycat Lasso has been installed just 425,000 times since it launched in November, while TikTok has 640 million installs in the same period outside of China. Oh, and TikTok has 1.4 billion total installs beyond China to date.
TikTok
Casey Newton of The Verge today published two hours of audio and transcripts from two internal-only all-hands Q&As held by Zuckerberg at Facebook in July. His comments touch on the company’s plan to fight being broken up by regulators, especially if Elizabeth Warren becomes President. He thinks Facebook would win, but on resorting to suing the government, he says “does that still suck for us? Yeah.” Zuckerberg also describes how Facebook is working to launch a payments product in Mexico and elsewhere by year’s end as Libra deals with regulatory scrutiny.
But beyond his comments on regulation, it’s his pigeonholing of TikTok that’s most alarming. It foreshadows Facebook failing to win one of the core social feeds that its business depends on. Perhaps his perspective on the competitor is evolving, but the leak portrays him as thinking TikTok is just the next Snapchat Stories to destroy.
Zuckeberg’s Thoughts On TikTok
Here’s what Zuckerberg said about TikTok during the internal Q&A sessions, (emphasis mine):
So yeah. I mean, TikTok is doing well. One of the things that’s especially notable about TikTok is, for a while, the internet landscape was kind of a bunch of internet companies that were primarily American companies. And then there was this parallel universe of Chinese companies that pretty much only were offering their services in China. And we had Tencent who was trying to spread some of their services into Southeast Asia. Alibaba has spread a bunch of their payment services to Southeast Asia. Broadly, in terms of global expansion, that had been pretty limited, and TikTok, which is built by this company Beijing ByteDance, is really the first consumer internet product built by one of the Chinese tech giants that is doing quite well around the world. It’s starting to do well in the US, especially with young folks. It’s growing really quickly in India. I think it’s past Instagram now in India in terms of scale. So yeah, it’s a very interesting phenomenon.
And the way that we kind of think about it is: it’s married short-form, immersive video with browse. So it’s almost like the Explore Tab that we have on Instagram, which is today primarily about feed posts and highlighting different feed posts. I kind of think about TikTok as if it were Explore for stories, and that were the whole app. And then you had creators who were specifically working on making that stuff. So we have a number of approaches that we’re going to take towards this, and we have a product called Lasso that’s a standalone app that we’re working on, trying to get product-market fit in countries like Mexico, is I think one of the first initial ones. We’re trying to first see if we can get it to work in countries where TikTok is not already big before we go and compete with TikTok in countries where they are big.
We’re taking a number of approaches with Instagram, including making it so that Explore is more focused on stories, which is increasingly becoming the primary way that people consume content on Instagram, as well as a couple of other things there. But yeah, I think that it’s not only one of the more interesting new phenomena and products that are growing. But in terms of the geopolitical implications of what they’re doing, I think it is quite interesting. I think we have time to learn and understand and get ahead of the trend. It is growing, but they’re spending a huge amount of money promoting it. What we’ve found is that their retention is actually not that strong after they stop advertising. So the space is still fairly nascent, and there’s time for us to kind of figure out what we want to do here. But I think this is a real thing. It’s good.
To Zuckerberg’s credit, he’s not dismissing the threat. He knows TikTok is popular. He knows it’s growing in key international markets Facebook and Instagram depend on to keep user counts rising. And he knows his company needs to respond via its standalone clone Lasso and more.
Lasso
But while TikToks might look like Stories because they’re vertical videos, and TikTok might algorithmically recommend them to people like Instagram Explore, it’s a whole ‘nother beast of a product and one that may be harder than it seems to copy.
To crystallize why, let’s rewind to Snapchat. With the launch of Stories, it started to blow up with US teens. Facebook’s attempts to clone it in standalone apps like Poke and Slingshot never gained traction. In fact, none of Facebook’s standalone apps have succeeded unless they splintered off an already-popular piece of Facebook like chat and users were forced to download them like Messenger. It wasn’t until Zuckerberg stuck his clone of Stories front-and-center atop Instagram and Facebook that Snapchat’s user count went from growing 18% per quarter to shrinking. There, Facebook used the same strategy laid out in Zuckerberg’s comments — push its good-enough clone in countries where the original isn’t popular yet.
But Facebook was fortunate because Stories really wasn’t that dissimilar to the content users were already sharing on Instagram — tiny biographical snippets of their lives. Snapchat CEO Evan Spiegel had originally invented Stories as a vision of Facebook’s News Feed through the lens of an ephemeral camera. All users had to know was “I take the same videos, but shorter and sillier, posted more often, and then they disappear”. The concept of Instagram and Facebook didn’t have to change. They were still about telling friends what you were up to. Choking off TikTok’s growth will be much more complicated.
Why TikTok Is Tough To Clone
TikTok isn’t about you or what you’re doing. It’s about entertaining your audience. It’s not spontaneous chronicling of your real life. It’s about inventing characters, dressing up as someone else, and acting out jokes. It’s not about privacy and friends, but strutting on the world stage. And it’s not about originality — the heart of Instagram. TikTok is about remixing culture — taking the audio from someone else’s clip and reimagining the gag in a new context by layering it atop a video you record.
That makes TikTok distinct enough that it will be very difficult to shoehorn into Instagram or Facebook, even if they add the remixing functionality. Most videos on those apps aren’t designed to be templates for memes like TikToks are. Insta and Facebook’s social graphs are rooted in friendship and augmented by the beautiful and famous, but don’t encompass the new wave of amateur performers TikTok elevates. And since each post to the app becomes fodder for someone else’s creativity, a competitor starting from scratch doesn’t offer much to remix.
That means a TikTok clone would have to be somewhat buried in Instagram or Facebook, rebuild a new social graph, and retrain users’ understanding of these apps’ purpose…at the risk of distracting from their core use cases. This leaves Facebook hoping to grow its standalone TikTok clone Lasso which TechCrunch scooped a year ago before it launched last November. But as we’ve seen, Facebook struggles growing brand new apps, and that effort is further hindered by its increasingly toxic brand and sheen of uncoolness. Nor does it help that Facebook must divert development resources to comply with all the new privacy and transparency obligations as part of its $5 billion FTC fine and settlement.
The Next Feed
Facebook’s best bet is to assess the future value of the ads it could run on a successful TikTok clone and apply some greater fraction of that grand sum to competing directly. It’s already made some smart additions to Lasso like tutorials for how to remix and the option to add GIFs as sections of your video. But it’s still failing to gain serious traction in the US. While typical videos on the TikTok homepage where I’m spending a few hours a week have hundreds of thousands of Likes, the top ones I saw in my Lasso feed today received 70 or fewer.
TikTok trounces Facebook’s Lasso in the US iOS App Store charts
I had Sensor Tower run some analysis comparing TikTok with Lasso since its launch last November, and found that Lasso gets 6 downloads for every 1000 for TikTok in the US. Some more stats:
- US Total Downloads Since November: Lasso – 250,000 // TikTok – 41.3 million
- US Downloads Per Day Since November: Lasso – 760 // TikTok – 126,000
- Average US Google Play Social App Chart Ranking: Lasso – #155 // TikTok – #2
Beyond the US, Lasso has only launched in one other market, Mexico in April, where it’s been faring better but could hardly even be considered a competitor to TikTok. Facebook needs to lean harder into Lasso:
- Mexico Total Downloads Since April: Lasso – 175,000 // TikTok – 3.3 million
- Mexico Downloads Per Day Since November: Lasso – 1,000 // TikTok – 19,000
Zuckerberg may need to find a coherent place for TikTok style features inside Instagram and potentially Facebook. That could be another horizontal row of previews like with Stories and/or a header on the Explore page dedicated to premeditated content. Certainly something more prominent than a single button like IGTV that still no one is asking for. One opportunity to best TikTok would be building a dedicated remix source browser into the Stories camera to help users find content to put their own spin on.
Facebook will also need to buy out top TikTok creators to make videos for it instead, and even quasi-hire some of the most prolific video meme or challenge inventors to give users trends to jump on rather than just one-off clips to watch. Its failure to offer IGTV stars monetization has led many to ignore that platform, and it can’t afford that again.
If Zuckerberg approaches TikTok as merely an algorithmic video recommender like Explore, Facebook will miss out on owning the social entertainment feed. If he doesn’t decisively move to challenge TikTok soon, its catalog of content to remix will grow insurmountable and it will own the whole concept of short form performative video. Snapchat’s insistence on ephemerality makes it incompatible with remixing, and YouTube isn’t nimble enough to reinvent itself.
If no American company can step up, we could see our interest data, faces, and attention forfeited to an app that while delightful to use, heralds Chinese political values at odds with our own. If only Twitter hadn’t killed Vine.
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