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Snapchat preempts clones, syndicates Stories to other apps

Published March 31, 2020

If you can’t stop them, power them. That’s the strategy behind Snapchat App Stories, which launches today to let users show off their ephemeral content in other apps too. The first partners will let you post Stories to your dating profile in Hily, share them alongside [music] videos in Triller, watch them while screensharing in Squad, or give people a peek at your life in augmented reality network Octi. Developers can now sign up to add Stories to their apps.

Snapchat’s Stories format has been widely cloned, most famously by Instagram and Facebook, but with versions in various states of development for YouTube, Twitter, LinkedIn, SoundCloud, and more. Snapchat hopes to retain some grip on Stories and dissuade more copycats by letting developers bake the original version into their apps rather than building a bootleg attempt from scratch.

If you need Snapchat to share Stories to popular apps, that could boost content production plus subsequent viewership and ad impressions inside of Snapchat, remind people to shoot Stories, and make sure having a Snapchat account stays relevant. “We definitely think there’s a potential for monetization in App Stories but not yet” Snap’s VP of partnerships Ben Schwerin tells me. For now, Snapchat isn’t injecting ads into alongside Stories into other apps, though that’s clearly the plan.

“There are certain platforms out there that have decided they want to invest in building their own Stories product and their own camera, but it’s not a trivial thing to do. It takes resources and time. We think we can help developers do that” Schwerin explains. “Getting more people out there, regardless of age or where they live, comfortable using Stories probably makes them more likely to be able to pick up and enjoy Snapchat.”

Snapchat initially announced the plan for App Stories at its Partner Summit exactly a year ago. Unfortunately, its second annual developer conference that was set for this week was cancelled due to coronavirus.

Though advertising spend may be reduced, at least the app has experienced an increase in usage while everyone shelters in place. That includes third-party apps built on its Snap Kit platform that lets developers piggyback on Snapchat’s login, Bitmoji, and camera effects.

Snapchat launches privacy-safe Snap Kit, the un-Facebook platform

“We continue to see incredible growth from established apps like Reddit and Spotify and TikTok, and from startups that are really building from the ground up on Snap Kit like Yolo” Schwerin reveals. “People are spending more time at home and less time with friends. We’re seeing increased usage of Snapchat.”

Snap Kit has allowed Snapchat to rally would-be copycats into a legion of allies as it fights to stave off the Facebook empire. That strategy combined with a high-performance rebuild of its Android app for the developing world led Snapchat’s share price to grow from $11.36 a year ago to a recent high of $18.98 before coronavirus dragged it almost all the way back down.

Now, when people shoot a photo or video in the Snapchat camera, they’ll get options to share it not just to their Story or Snap Map and the crowdsourced community Stories, but also to their Story within other apps integrated with Snap Kit. Users will see options to syndicate their Story to products equipped with App Stories where they’re already logged in.

Unlike on Snapchat where Stories disappear after 24 hours, they default to a 7-day expiration in other App Stories. That relieves users of having to constantly post ephemeral Snaps to keep their dating or social app profiles stocked with biographical content.

In Hily, Snapchat Stories partially replaces the homegrown version it’d spun up in the meantime to show potential dates off-the-cuff looks at people’s lives. In Triller, users can tap on a content creator’s profile pic to see biographical Stories instead of just their polished music videos. In Squad, users can co-watch Stories along with other things to screenshare. And in Octi, users can see someone’s Snapchat Story amongst other hidden content revealed by its augmented reality camera.

One app missing is Tinder, which Snapchat originally previewed as its launch partner at the App Stories reveal last year. Tinder is using Snapchat’s Bitmoji stickers, but may have gotten cold feet about Stories. The fact that Snap is only now launching App Stories, and still hasn’t officially launched Ad Kit that lets it inject its ads into other apps and split revenue with developers, shows it’s taking time to adjust to its platform strategy after years of shunning outside integrations. It still won’t reveal the revenue percentage split it’s applying to Ad Kit.

For Snapchat to gain momentum it needs two things: a constant influx of new users, eager to use its augmented reality camera and Bitmoji wherever they’re available, and more impressions to monetize with ads after Instagram stole the Stories use case for untold millions of older users. App Stories could help with both.

“The proliferation of stories as the primary way to share video content on mobile we think is a good thing” Schwerin concludes. But Snap has sat by idly as it’s served as the R&D lab for Facebook’s product. Now Snapchat needs to own the viewership and the ad dollars that Stories generate everywhere other than Facebook. Just coining the concept doesn’t bring in cash.

Instagram launches Co-Watching of posts during video chat

Published March 24, 2020

Now you can scroll Instagram together with friends, turning a typically isolating, passive experience into something more social and active. Today Instagram launched Co-Watching, which lets friends on a video chat or group video chat browse through feed posts one user has Liked or Saved, or that Instagram recommends.

Co-Watching could let people ooh, ahh, joke and talk about Instagram’s content instead of just consuming it solo and maybe posting it to a chat thread so friends can do the same. That could lead to long usage sessions, incentivize users to collect a great depository of Saved posts to share and spur more video calls that drag people into the app. TechCrunch first reported Instagram was testing Co-Watching a year ago, so we’ll see if it managed to work out the technical and privacy questions of operating the feature.

The launch comes alongside other COVID-19 responses from Instagram that include:

Showing a shared Instagram Story featuring all the posts from you network that include the “Stay Home” sticker
Adding Story stickers that remind people to wash their hands or keep their distance from others
Adding coronavirus educational info to the top of results for related searches
Removing unofficial COVID-19 accounts from recommendations, as well as virus-related content from Explore if it doesn’t come from a credible health organization
Expanding the donation sticker to more countries so people can search for and ask friends for contributions to relevant nonprofits

These updates build on Instagram’s efforts from two weeks ago, which included putting COVID-19 prevention tips atop the feed, listing official health organizations atop search results and demoting the reach of coronavirus-related content rated false by fact checkers.

But Co-Watching will remain a powerful feature long after the quarantines and social distancing end. The ability to co-view content while browsing social networks has already made screensharing app Squad popular. When Squad launched in January 2019, I suggested that, “With Facebook and Snap already sniffing around Squad, it’s quite possible they’ll try to copy it.” Facebook tested a Watch Together feature for viewing Facebook Watch videos inside Messenger back in April. And now here we are with Instagram.

Squad is the new screensharing chat app everyone will copy

The question is whether Squad’s first-mover advantage and option to screenshare from any app will let it hold its own, or if Instagram Co-Watching will just popularize the concept and send users searching for more flexible options like Squad. “Everyone knows that the content flooding our feeds is a filtered version of reality,” Squad CEO Esther Crawford told me. “The real and interesting stuff goes down in DMs because people are more authentic when they’re 1:1 or in small group conversations.”

Squad, which lets you screenshare anything, including websites and your camera roll, won’t be fully steamrolled. When asked if Instagram would build a full-fledged screensharing feature, Instagram CEO Adam Mosseri said they’re “Not currently working on it . . . screensharing is not at the top of the list for us at Instagram.”

With Co-Watching, Instagram users can spill the tea and gossip about posts live and unfiltered over video chat. When people launch a video chat from the Direct inbox or a chat thread, they’ll see a “Posts” button that launches Co-Watching. They’ll be able to pick from their Liked, Saved or Explore feeds and then reveal it to the video chat, with everyone’s windows lined up beneath the post.

Up to six people can Co-Watch at once on Instagram, consuming feed photos and videos but not IGTV posts. You can share public posts, or private ones that everyone in the chat are allowed to see. If one participant is blocked from viewing a post, it’s ineligible for Co-Watching.

Co-Watching could finally provide an answer to Instagram’s Time Well Spent problem. Research shows how the real danger in social network overuse is passive content consumption, like endless solo feed scrolling. It can inspire envy, poor self-esteem and leave users deflated, especially if the highlights of everyone else’s lives look more interesting than their own day-to-day reality. But active sharing, commenting and messaging can have a positive effect on well-being, making people feel like they have a stronger support network.

With Co-Watching, Instagram has found a way to turn the one-player experience into a multi-player game. Especially now with everyone stuck at home and unable to crowd around one person’s phone to gab about what they see, there’s a great need for this new feature. One concern is that it could be used for bullying, with people all making fun of someone’s posts.

But in general, the idea of sifting through cute animal photos, dance tutorials or epic art could take the focus off the individuals in a video chat. Not having one’s face as the center of attention could make video chat less performative and exhausting. Instead, Co-Watching could let us do apart what we love to do together: just hang out.

Raising VC in Silicon Valley as a female POC

Published December 6, 2019

Nathan Beckord
Contributor

Nathan Beckord is CEO of Foundersuite.com, a software platform for raising capital and managing investors that has helped entrepreneurs raise over $2 billion since 2016. He is also the host of Foundersuite’s How I Raised It podcast.

Establish credibility for a few years before fundraising

She started by putting some of the earliest capital into the business herself with support from her family. She then worked her way through more than 200 meetings in Silicon Valley to build up her credibility as a founder — a step that she can’t stress enough — before Squad even started its official seed round.

“Despite the fact that I went to MIT, despite the fact that I managed a billion-dollar product at JPMorgan Chase and even built a huge digital product, I was still a Silicon Valley outsider,” Watson says.

People sometimes have the perception that being an alumni at a top U.S. university will mean they can go to Silicon Valley and just be “in,” Watson explains, but that’s not quite how it works.

“It takes a lot of work and a lot of credibility building,” she says. “That’s what I was doing for a few years before we actually did our official seed round. By the time I did it, it was like my reputation preceded me and there was enough familiarity with me.”

Isa Watson, Squad founder and CEO

Don’t do the cold outreach thing — warm introductions only

Despite taking more than 200 meetings in her efforts to crack Silicon Valley, Watson never took a cold meeting.

“Cold outreach is a tactic that I see a lot of founders using,” she says, “whereas I would argue that the more effective introduction comes from someone who knows someone.”

Leveraging the connections she built was critical in connecting Watson to her eventual funders. “They’re all referring you to the next three people to talk to,” Watson says. “It becomes like tree branches and then a network that’s growing in a multiplicative fashion.”

One of Squad’s earliest investors was Steven Aldrich, who at the time was working as chief product officer at GoDaddy . Both Aldrich and Watson grew up in North Carolina, and Steven’s father shared hometown roots with her, which helped her make the initial connection.

“It was about consistently making connections like that,” she says. “Steven introduced me to three people, and then those three other people introduced me to two people. And that’s essentially how I got the ball rolling.”

Not all meetings need to be about meeting for coffees or lunches, either — Watson took plenty of calls while expanding her network, as well. But the important step was making those connections, which was “a really hard hustle and grind, head down,” for the first two years.

Be really specific when asking for advice

When meeting people in Silicon Valley or expanding her network of prospective funders, Watson didn’t tease future funding rounds or send off vague meeting requests.

In trying to build out her network, she first researched a couple of key things: who did she need to know in order to build a really strong product, and who did she need to know in order to have solid distribution or growth marketing? Once she identified those folks, she would reach out to them individually and ask them for specific advice in their area of expertise.

“People always say, ‘When you want money, ask for advice. If you want advice, ask for money,’” Watson says. “Being super-explicit in the ask and explaining how you’ll spend their time and their brain space is super important.” No one has time for a generic request like, “Hey, can I pick your brain?”

When you’ve connected with someone, you should always ask them for recommendations for experts in specific areas — like growth marketing, product, etc. If they volunteer a few names, ask if you can send an email that they could forward on to introduce you to those individuals.

Following the introductions, it’s important to remember that it’s not just a “one and done,” as she says. Once you’ve met with someone through an introduction, follow up: let them know how the meetings went and thank them again.

“It’s like really, really intense relationship management, and it’s something that people with the highest EQ do best,” says Watson. “I would identify my needs, make specific asks … and then I would make sure to explicitly ask if they did not offer for three other intros for people that could be helpful, that would be excited about what we’re doing.”

Secret weapon: your fundraising quarterback

When she realized it was time to start raising money for Squad, her first move was to identify her “quarterback for fundraising” — in this case, Charles Hudson from Precursor Ventures. It’s helpful, according to Watson, to not have “too many cooks in the kitchen,” or else you’ll end up with far too many opinions that don’t align.

Hudson had already invested a small amount of money in Squad at the time, but he quickly became the person Watson went to for feedback on her pitches. He counseled her on other aspects of running a process.

“One thing Charles tells me is that, with fundraising, you’re likely only going to be successful if that’s your core focus at that time,” Watson says. “It’s not something you can do passively.”

So Hudson and Watson sat down and came up with a list of 35 target venture capitalists. He introduced her to five who she didn’t expect to be a good fit. They first went with the ones they didn’t expect would be a perfect match so she could gather feedback and see if Squad was actually ready to raise capital.

Of those first five meetings, one or two “were complete dings” and turned Squad down outright — but Watson made it to partner meetings in the three other meetings, a sign that VCs were seriously considering Squad.

Based on that feedback, Hudson introduced Watson to 10 more VCs — and shortly after, she met Michael Dearing at Harrison Metal, who led Squad’s seed round.

Choose your seed funders carefully

After Dearing offered up a term sheet of $3 million, Watson quickly had offers from other VCs.

“It’s funny because it took me deliberately being in the market for fundraising for like two and a half months to get that ‘yes’ from Michael. Before that, I had no cash really committed,” she says. “And then after just a few days of letting people know I had a term sheet for $3 million, I had like $6 million on a table. VCs are such followers.”

With that many offers on the table following Dearing’s lead, Watson was in the enviable position of needing to pick who she’d let into the seed round. So how did she choose?

“The first thing is value add,” Watson says. She asked herself: “did I feel like I had the right assortment of value? I maybe want someone in there who’s really strong on product; I may want someone who’s really strong at growth, strong at marketing.”

Her second criteria for making the decision was a less resume-focused. Simply put, she went with her gut.

“One thing that founders really, really underestimate is — is this person a good human being? I went with the people that I had felt most comfortable with, the people who I felt I could trust based on my interactions with them, and who were just supportive along the way.”

Squad is the new screensharing chat app everyone will copy

Published January 17, 2019

Squad could be the next teen sensation because it makes it easy to do nothing… together. Spending time with friends in the modern age often means just being on your phones next to each other, occasionally showing off something funny you found. Squad lets you do this even while apart, and that way of punctuating video chat might make it the teen girl “third place” like Fortnite is for adolescent boys.

With Squad, you fire up a video chat with up to six people, but at any time you can screenshare what you’re seeing on your phone instead of showing your face. You can browse memes together, trash talk about DMs or private profiles, brainstorm a status update, co-work on a project or get consensus on your Tinder swipe. It’s deceptively simple, but remarkably alluring. And it couldn’t have happened until now.

How Squad screensharing looks

Squad takes advantage of Apple’s ReplayKit for screensharing. While it was announced in 2015, it wasn’t until June 2018’s iOS 12 that ReplayKit became stable and easy enough to be built into a consumer app for teens. Meanwhile, plus-size screens and speedy LTE and upcoming 5G networks make screensharing watchable. And with Instagram aging and Snapchat shrinking, there’s demand for a more intimately connected social network.

Squad only launched its app last week, but droves of Facebook and Snap employees have signed up to spy on and likely copy the startup, co-founder and CEO Esther Crawford tells me. Screensharing would fit well in group video chat startup Houseparty too. To fuel its head start, Squad has the $2.2 million it raised before it pivoted away from Molly, the team’s previous App where people can make FAQs about themselves. That cash came from betaworks, Y Combinator, BBG Ventures, Basis Set Ventures, Jesse Draper, Gary Vaynerchuk, Niv Dror, and [Disclosure: former TechCrunch editor] Alexia Bonatsos’ Dream Machine. Next, Squad wants to let people tune in to screenshares via URL to unlock a new era of Live broadcasting, and equip other apps with the capability through a Squad SDK.

“People under 24 do video chat way different than people 25 and above” says Crawford. Adding screensharing is “an excuse for hanging out.”

Serious ideas are preludes to toys

Screensharing has long been common in enterprise communication apps like Webex, Zoom and Slack. I even called a collaborative browsing and desktop screensharing app my favorite project from Facebook’s 2011 college hackathon. But we don’t just use our screens for work any more. Teens and young adults live on the digital plane, navigating complex webs of friendships, entertainment and academia through their phones. Squad makes those experiences social — including the “social” networks we often scroll through in isolation. Charles and Ray Eames said “Toys are preludes to serious ideas,” but this time, it is happening in reverse.

Squad co-founders from left: Ethan Sutin, Esther Crawford

“The idea came from a combination of things — a pain we were experiencing as a team,” Crawford recalls. My development team is constantly sending each other screenshots and screen recordings. It seemed ridiculous that I can’t just show you what’s on my screen. It was a business use case internally.” But then came the wisdom of a 13-year-old. “My daughter over the summer was bugging me. ‘Why can’t I just show what’s on my screen with my friends?’ I said I think it’s not technically possible.” That’s when Crawford discovered advances in ReplayKit meant it suddenly was possible.

Crawford had already seen this cycle of tool to toy before, as she was an early YouTuber. Back in the mid-2000s, people thought of YouTube as a place to host videos about eBay listings, professional presentations or dating profile supplements. “They couldn’t imagine that if you let people just reliably and easily upload video content, there’d be all these creative enterprises.”

Use cases for Squad

After stints in product marketing at Coach.com and Stride Labs, she built Estherbot — a chatbot version of herself that let people learn about her. Indeed, 50,000 people ended up trying it, convincing her people needed new ways to reveal themselves to friends. She met Ethan Sutin through the project and together they co-founded FAQ app Molly before it fizzled out and was shut down. “Molly wasn’t working; it had high initial engagement sessions, but then they would drop off. Maybe it’s not the right time for the augmented version of you,” noted Crawford.

Crawford and Sutin pivoted Molly into Squad to keep exploring new formats for vulnerability. “What excited Ethan and I was this mission to help people feel less lonely.”

Alone, together

Squad recommends apps to screenshare

Squad worked, thanks to a slick way to activate screensharing. The app launches to the selfie camera similar to Snapchat, but with a + button for inviting friends to a video call. Tap the screenshare button at the bottom, select Squad and start the broadcast. To guide users toward the best screensharing experiences, a menu of apps emerges encouraging users to open Instagram, TikTok, Bumble, their camera roll and others.

People can bounce back and forth between screensharing and video chat, and tap a friend’s window to view it full-screen. And when they want another friend to see what they’re seeing, Squad goes viral. One concern is that Squad breaks privacy controls. You could have friends show you someone’s Instagram profile you’re blocked by or aren’t allowed to see. But the same goes for hanging out in person, and this is one reason Squad doesn’t let you download videos of your chats and is considering screenshot warnings.

What’s so special about Squad is that it lacks the intensity of traditional video chat, where you constantly feel pressured to perform. You can fire up a chat room, and then go back to phoning as you please with your screen displayed instead of your blank face (though the Android version in beta offers picture-in-picture so you can show your mug and the screen).

“There’s no picture-in-picture on iOS, but younger users don’t even really care. I can point it at the bed and you can tell me when there’s something to look at,” Crawford tells me. A few people, alone in their houses, video chatting without looking at each other, still feel a sense of togetherness.

The future of Squad could grant that feeling to a massive audience of a celebrity or influencer. The startup is working on shareable URLs that creators could post on other social networks like Twitter or Facebook that their fans could click to watch. Tagging along as Kylie Jenner or Ninja play around on their phone could bring people closer to their heroes while serving as a massive growth opportunity for Squad. Similarly, colonizing other apps with an SDK for screensharing could allow Squad to recruit their users.

Squad makes starting a screenshare easy

The startup will face stiff technical challenges. Lag or low video quality destroy the feeling of delight it delivers, Crawford admits, so the team is focused on making sure the app works well even in rural areas like middle America where many early users live. But the real test will be whether it can build a new social graph upon the screensharing idea if already popular apps build competing features. Gaming tools like Discord and Twitch already offer web screensharing, and I suggested Facebook should bring the feature to Messenger when in late-2017 it launched in its Workplace office collaboration app.

Helping a friend choose when to swipe right on Tinder via Squad

In June I wrote that Instagram and Snapchat would try to steal the voice-activated visual effects at the center of an app called Panda. Snapchat started testing those just two months later. Instagram’s whole Stories feature was cloned from Snapchat, and it also cribbed Q&A Stories from Polly. Overshadowed, Panda and Polly have faded from the spotlight. With Facebook and Snap already sniffing around Squad, it’s quite possible they’ll try to copy it. Squad will have to hope first-mover advantage and focus can defeat a screensharing feature bolted on to apps with hundreds of millions or even billions of users.

But regardless of who delivers this next phase of sharing, it’s coming. “Everyone knows that the content flooding our feeds is a filtered version of reality. The real and interesting stuff goes down in DMs because people are more authentic when they’re 1:1 or in small group conversations,” Crawford wrote.

Perhaps there’s no better antidote to the poison of social media success theater that revealing that beyond the Instagram highlights, we’re often just playing around on our phones. Squad might not be glamorous, but it’s authentic and a lot more fun.

Squad Expands Your Social Circle With Group-On-Group Action

Published October 20, 2015

Squad is betting that the best time to meet new people is when you’re already out and about with friends, primed to meet other groups of friends.
The New York City startup is officially launching its iOS app today, and it’s also announcing a raise of $1.7 million in seed funding from Lerer Hippeau Ventures and First Round Capital.
To use the app, you form a squad with anyone… Read More