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Speaker 1: Welcome to another episode of Strictly Business, the podcast in

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Speaker 1: which we speak with some of the brightest minds working

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Speaker 1: in the media business today. I'm Andrew Wallenstein with Variety.

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Speaker 1: The Olympics are in full swing. For those following along

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Speaker 1: outside of Paris, you may have noticed a change from

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Speaker 1: Summer Games past. NBC has loosened its restrictions on what

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Speaker 1: video gets on social media, and it's letting influencers in

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Speaker 1: on the action. Snapchat is among those partnering to cover

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Speaker 1: the Paris Olympics, and here to talk about its approach

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Speaker 1: to the event and the creator economy in general, is

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Speaker 1: Jim Shepperd, director of Content and Global Creator Partnerships. More

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Speaker 1: with him after this, we are back with Jim Shephard Snap.

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Speaker 1: While he's here talking in Los Angeles with me. Snap

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Speaker 1: has dispatched some of its best and brightest to Paris

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Speaker 1: to cover the Olympics like never before. Thanks for coming in, Jim.

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Speaker 2: Thanks so much for having me. It's great to be here.

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Speaker 1: Cool. So this isn't Snap's first time at the Olympics,

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Speaker 1: so give me a sense broadly of what's different this

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Speaker 1: time around in terms of Snap's presence at the Games. Yeah.

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Speaker 2: So We're super excited to have a great presence at

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Speaker 2: the Paris Games this year. You know, it's such a

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Speaker 2: great example of a three to sixty partnership where we

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Speaker 2: can work with an amazing broadcaster like an NBC who

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Speaker 2: has some of the most valuable ip in the world.

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Speaker 2: We've worked with NBC on the Olympics since twenty sixteen,

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Speaker 2: since the Rio Games, and we've built on that partnership

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Speaker 2: ever since. And you know, this year we're going to

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Speaker 2: have like I'm NBC making content like around the Games,

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Speaker 2: that is I'm sold in a package for our advertisers.

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Speaker 2: They are going to be using our in house creative

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Speaker 2: studio to make lenses that are available globally. Uh so

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Speaker 2: you can wear your country's colors on your face, which

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Speaker 2: is really exciting. And this year, for the first time,

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Speaker 2: we're actually taking creators to the Games to make behind

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Speaker 2: the scenes content almost as as hosts for Snapchat with

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Speaker 2: this content. We have them Livvy Dunn, we have Harry Jouse,

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Speaker 2: we have them Kai Sanat, who are some of the

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Speaker 2: biggest creators in the world who are going to be there,

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Speaker 2: you know, sharing their perspectives and then their content is

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Speaker 2: part of the NBC package. So we're super excited about this,

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Speaker 2: and I think it's just such a great example of

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Speaker 2: how we can work with a partner like an NBC,

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Speaker 2: like around a big tent pole to make something that's

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Speaker 2: really meaningful for the snap community.

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Speaker 1: So obviously, you know, livvy Kai, these people if you're

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Speaker 1: under eighteen household name in Olympics past, where these people

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Speaker 1: allowed anywhere near the action, what was it like?

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Speaker 2: Yeah, I think there's definitely been an evolution of the

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Speaker 2: perspective of not only NBC but some of our top

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Speaker 2: broadcasting partners. And I think for NBC, I mean, Snapchat

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Speaker 2: is a great way to reach gen z. I mean

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Speaker 2: we reach ninety percent of thirteen to twenty four year

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Speaker 2: olds in over twenty countries, and so you know, for them,

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Speaker 2: I think it's a really exciting opportunity to reach young people,

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Speaker 2: and for us, I think it's a great way to

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Speaker 2: just kind of drive one of these three sixty partnerships

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Speaker 2: in you know, ways that that you know include behind

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Speaker 2: the scenes content from the broadcaster, but also creators and

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Speaker 2: also you know, lenses, and so it's just a great

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Speaker 2: way that we can work with them and expand on

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Speaker 2: the partnership that we've done for over, like I'm eight

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Speaker 2: eight years now.

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Speaker 1: So give an example, whether it's Livy or Kai. When

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Speaker 1: you're talking about behind the scenes content, like what is

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Speaker 1: the style of let's call it coverage that we could

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Speaker 1: expect that might be different than you might see on

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Speaker 1: old fashioned TV? Like what do they bring to the tape?

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Speaker 2: I think what's really, you know, kind of important to

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Speaker 2: note is that Snapchat doesn't start with social media. It

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Speaker 2: starts with hundreds of millions of people coming in every

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Speaker 2: day to talk to their friends, and so it's built

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Speaker 2: on real relationships, and then we've built a content ecosystem

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Speaker 2: on top of that. And when I watch content from

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Speaker 2: our creators or from our partners, I feel like those

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Speaker 2: creators are my friends and they're sending me kind of

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Speaker 2: this very personal, authentic content. I mean. A great example

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Speaker 2: is the men's USA basketball team was in London recently.

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Speaker 2: They were they had an exhibition with South Sudan, which

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Speaker 2: they almost lost to. But Jason Tatum, who's on Snapchat,

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Speaker 2: he was posting because the team took the tube to

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Speaker 2: the game, and so you had like all of these

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Speaker 2: big men's basketball players on one of the train cars

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Speaker 2: and you saw you know, everyday people coming home from work,

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Speaker 2: and they were like, you don't see this every day.

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Speaker 2: And he posted a snap on his snapchat of all

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Speaker 2: of the players and they barely fit in this train.

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Speaker 2: And so it felt like a snap from watching his story,

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Speaker 2: almost like a snap that one of my friends sent me.

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Speaker 2: If one of my best friends was like, I'm NBA

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Speaker 2: champion Jason Tatum, and so it's definitely, you know, snapchat

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Speaker 2: feels like an ant not an or. It's it's you know,

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Speaker 2: content that feels very natural, and it feels like I'm

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Speaker 2: kind of living these stars, lives with them, and so

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Speaker 2: I think that's something that our community has really resonated with.

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Speaker 1: So we should be clear this is not like, you know,

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Speaker 1: you use the example of the South Sudan game, which

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Speaker 1: I still can't get over, by the way, but it's

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Speaker 1: not you're not watching, you know, whether it's Cai or

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Speaker 1: who whatnot. They're not covering the game and saying, oh,

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Speaker 1: they're down by one in the final seconds. It's not

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Speaker 1: coverage of the action. It's lifestyle content, but done in

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Speaker 1: a very different way than you might see on NBC.

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Speaker 1: It's it's off kilter, it's behind the scenes and it's

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Speaker 1: with a real kind of sensibility that is totally unique

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Speaker 1: to the snap platform.

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Speaker 2: Yeah, I think that that's definitely a culture that we've

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Speaker 2: built over the last several years. I mean, our content

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Speaker 2: ecosystem has two parts to it. It has Spotlight, which

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Speaker 2: is like short form video, and then it has stories

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Speaker 2: where people are posting all of this day in the

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Speaker 2: life content. And Snapchat invented stories, right, and then you know,

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Speaker 2: many platforms wanted to adopt the Stories product. But you know,

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Speaker 2: I think it's it's easy for platforms to copy products,

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Speaker 2: it's hard for platforms to copy culture. And I think

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Speaker 2: you know something that we did a few years ago

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Speaker 2: is we launched our Stories revenue share program, where it

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Speaker 2: basically is a program where we insert ads in stories

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Speaker 2: that are long enough, and we share revenue directly with

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Speaker 2: the creators. Since we did that, we've seen this influx

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Speaker 2: of creators come back to the platform, some have come

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Speaker 2: for the first time, and they're posting these long, narrative

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Speaker 2: driven stories. They're really leaning in to the authenticity and

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Speaker 2: the spontaneity that make snapchats so fun, and they're just

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Speaker 2: sharing their daily lives. And so I think it's it's

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Speaker 2: a real extension of a platform that's built on relationships,

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Speaker 2: and when you're watching this content, you feel like you

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Speaker 2: have a relationship with these stars. And so I think

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Speaker 2: that's been content that our community loves, and I think,

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Speaker 2: like to your point, it's not about what happens on broadcast.

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Speaker 2: There's definitely formats that are better for that. It's what's

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Speaker 2: happening behind the scenes. It's about the energy and the

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Speaker 2: emotion of the creators that are there. It's about the food,

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Speaker 2: it's about the travel, it's about what people are wearing,

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Speaker 2: you know, whether that's Coachella or or it's the super Bowl,

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Speaker 2: or it's something like VM Olympics. I think, you know,

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Speaker 2: we've really built an ecosystem where people go to get

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Speaker 2: updated on what it's like to really be there.

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Speaker 1: Now. From a business perspective with NBC and I guess

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Speaker 1: the Olympics themselves, I understand the rationale of cutting you

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Speaker 1: guys in. They want to get the younger generation, who

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Speaker 1: may not be as engaged as some of the older

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Speaker 1: generations in the summer Games, and it's critical to get

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Speaker 1: the younger generations in there. Social media is the on

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Speaker 1: ramp to make that happen. Hence Snap's got to be there.

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Speaker 1: Other social platforms have to be there. I get that

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Speaker 1: from a business perspective. How does it work in terms

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Speaker 1: of your partnership with NBC. Is there a splitting of revenues?

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Speaker 1: What how do you make that packaging work?

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Speaker 2: Yeah, So going back, I mean, if you think about Snapchat,

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Speaker 2: you know, from the beginning, our content ecosystem started with

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Speaker 2: Discover with twelve media partners, and we've expanded it ever since,

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Speaker 2: and now we have thousands of media partners all over

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Speaker 2: the world who are making content for Snapchat, and we're

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Speaker 2: sharing revenue with them, and you know, it's been a

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Speaker 2: really substantial business model for them. And then you know,

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Speaker 2: like I mentioned, you know, like a few years ago,

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Speaker 2: we expanded that revenue sharing to creators and I think,

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Speaker 2: you know, with the NBC partnership, it's an example about

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Speaker 2: how we can package those things together around a big

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Speaker 2: tent poll that our community loves, and then advertisers love

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Speaker 2: to buy into that. So you know, for the NBC example,

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Speaker 2: they're making like original content around the games. That's content

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Speaker 2: that's in a package that then like advertisers can buy into.

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Speaker 2: And now for the first time, these creators that are

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Speaker 2: going are making content and then NBC can actually use

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Speaker 2: that creator content to turn it into advertisements to actually

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Speaker 2: promote their their broadcast. And so you know, this is

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Speaker 2: a real example about how we've taken you know, many

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Speaker 2: pieces of our content ecosystem that's been revenue generating for

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Speaker 2: partners for years now, putting it together in a way

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Speaker 2: that advertisers love.

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Speaker 1: So, I mean, there's there's a bunch of different pieces

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Speaker 1: of the puzzle besides Snap Obviously here there's we just

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Speaker 1: talked about the media partner, you're talking about the advertiser,

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Speaker 1: you're talking about the creator. The revenue piece of this

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Speaker 1: for the creator is really interesting because in the creator economy,

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Speaker 1: you know, revenue sharing is a controversial subject to say

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Speaker 1: the least. And I'm not trying to single Snap out here,

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Speaker 1: but it seems like there's been quite a tortured history

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Speaker 1: across all these platforms in terms of revenue splits, so

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Speaker 1: called creator funds, and incentivizing creators to get on platforms

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Speaker 1: and participate. So what is the latest from Snap in

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Speaker 1: what you guys do lay that out exactly, because there's

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Speaker 1: probably been some evolution.

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Speaker 2: There, Yeah, for sure, I mean, taking a step back,

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Speaker 2: I mean, our philosophy is that we want to build

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Speaker 2: a platform that's really great for creators in terms of

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Speaker 2: the content they make and their ability to connect with fans,

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Speaker 2: but also we want to reward them, and so we

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Speaker 2: have a number of programs for creators to actually make

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Speaker 2: money on the platform. We have our Spotlight Incentive program,

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Speaker 2: we have programs for lens creators. The Story's Revenue Share

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Speaker 2: program has been really substantial and it's something that I'm

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Speaker 2: really proud of. We launched it in beta like a

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Speaker 2: few years ago with just a handful of our Snapstars.

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Speaker 2: We grew the program slowly and steadily ever since to

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Speaker 2: make sure that as we added more creators, we weren't

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Speaker 2: cannibalizing the program. For the creators that were in it,

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Speaker 2: we were really happy by what we see, and then

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Speaker 2: about a year and a half ago, we officially launched

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Speaker 2: the qualifications for the program. You have to have like

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Speaker 2: fifty thousand subscribers, you have to have so many you know,

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Speaker 2: monthly views. And the creators that have joined since then,

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Speaker 2: I mean, we only continue to rack up the success

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Speaker 2: stories there that have built six figure, biggest six figure

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Speaker 2: businesses on our platform. There's creators that have built seven

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Speaker 2: figure businesses, and so this has been a really substantial program.

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Speaker 2: And then I think what's really interesting the feedback that

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Speaker 2: they've shared is they don't have to do anything they

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Speaker 2: wouldn't normally do to make a living. They don't have

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Speaker 2: to get expensive equipment, they don't have to edit long videos.

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Speaker 2: And so the stories format, which we invented and now

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Speaker 2: have infused with revenue share, has brought this culture of

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Speaker 2: creators just really living their lives and then making a

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Speaker 2: living doing it. And that's been really great to see.

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Speaker 1: And I assume that's perhaps what you would cite as

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Speaker 1: a competitive edge against the multiple and frankly, I would

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Speaker 1: assume larger social platforms that are also handing out their

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Speaker 1: various revenue splits or funds TikTok and Instagram and YouTube

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Speaker 1: and whatnot. But I assume at the end of the day,

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Speaker 1: also it's just money and just you know, are you

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Speaker 1: guys able to compete on that front.

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Speaker 2: I mean, here's what I'll say, we love this for

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Speaker 2: our business, and you know, unlike a fund which is capped,

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Speaker 2: these creators are posting and they're generating incremental ad inventory

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Speaker 2: for us. They're making money for themselves. But they're also

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Speaker 2: making money for Snap, and they're doing it in a

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Speaker 2: way that they've told us they really like. And so

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Speaker 2: look like we know that for this to work, we

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Speaker 2: have to sell ads, but we're really confident in like

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Speaker 2: our ability to do that, and we think this is

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Speaker 2: a great business model for us. I mean, it's also

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Speaker 2: not new. We extended revenue share to media partners for

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Speaker 2: years and built a business off of that. What we've

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Speaker 2: done in the last few years is extend that that

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Speaker 2: I'm revenue share to creators and you know, what we've

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Speaker 2: seen is so amazing them them just living their lives.

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Speaker 2: I mean, And what's I think really interesting is it's

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Speaker 2: not just about the revenue share. They're also you know,

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Speaker 2: working with brands. So, like an example is Sophie mud

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Speaker 2: who's one of our snapstars. She was posting their day

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Speaker 2: and her like, I'm air conditioning broke and she went

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Speaker 2: on a journey with her mom to get the Dison

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Speaker 2: fan And so she's working with a brand that's showing

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Speaker 2: up in an organic way in her story. And that

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Speaker 2: brand it's not like a jingle, it's not something that's rehearsed.

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Speaker 2: It's almost like old school product placement. And then in

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Speaker 2: addition to working with brands, she's also you know, in

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Speaker 2: our Story's revenue share program, and she's making a direct

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Speaker 2: revenue split from Snapchat. And so, you know, something we've

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Speaker 2: heard from creators is that they love doing brand deals.

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Speaker 2: That's great, but they don't want to always do brand deals.

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Speaker 2: They don't want to have all of their content beholden

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Speaker 2: to this branded content. And what they really want is

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Speaker 2: for the platforms to adequately share revenue with them. And

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Speaker 2: so I think what we've built is this this world

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Speaker 2: where creators can work with us on revenue sharing, they

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Speaker 2: can work with brands, and they can do it in

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Speaker 2: a way where they're just being themselves. And I think

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Speaker 2: that's been great to see.

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Speaker 1: We'll be back with more with Jim Shepherd in just

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Speaker 1: a moment. And we are back with Jim Shepherd, director

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Speaker 1: of Content and Global Creator Partnerships at Snap, and here

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Speaker 1: talking just as the Olympics are going on, and Snap

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Speaker 1: has various influencers at the games. We're talking about strategy

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Speaker 1: there and the creator economy in general. Jim, you've referred

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Speaker 1: a number of times to the role that lenses, which

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Speaker 1: of course is a patented Snap tool for the platform.

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Speaker 1: But for those who are not familiar with the platform,

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Speaker 1: describe a bit how lenses work, how they're being used,

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Speaker 1: particularly at the Olympics, or just in general.

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Speaker 2: Yeah, so Snap is really the leader in an augmented reality.

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Speaker 2: We brought ar to mainstream and you know that's been

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Speaker 2: a journey of ours over the last several years. And

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Speaker 2: you know, it's it's it's a way where our community

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Speaker 2: can have fun. It's a way where our community can

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Speaker 2: share really fun content with their friends. And you know,

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Speaker 2: it's a way where partners like I'm NBC, for instance,

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Speaker 2: can use our in house creative studio to make these

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Speaker 2: experiences that people play with. I mean, what's so powerful

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Speaker 2: about it is there's only so many thousands of people

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Speaker 2: that get to go to the Games, but millions of

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Speaker 2: people all over the world can where their country colors

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Speaker 2: on their face. They can you know, use the Olympic

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Speaker 2: rings in a lens that look like glasses. So that's

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Speaker 2: been really exciting. And then you know it's extended to

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Speaker 2: brands too. You know, brands love using our lenses to

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Speaker 2: promote their products. I mean, Paramount bought a lens for

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Speaker 2: Barbie where you know, you could turn yourself into Barbie

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Speaker 2: or like I'm into I Can. And then like the

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Speaker 2: creators are using these branded lenses too. I mean, one

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Speaker 2: great example was uh Dj Khaled worked with Wendy's. They

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Speaker 2: had a special Dj Khalid biggie bag which was one

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Speaker 2: of their you know, value meal like items, and he

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Speaker 2: used the lens on his face making content in his story.

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Speaker 2: And then through the Snapstar Collab studio, which connects brands

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Speaker 2: to our creators, Wendy's actually turned that content with the

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Speaker 2: lens into an ad and they put paid media behind it.

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Speaker 2: And so, you know, we're seeing these lenses are really

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Speaker 2: resonating with the general Snap community. They're like, I'm really

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Speaker 2: resonating with our creators, and they're resonating with brands, and

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Speaker 2: so that's been great to see.

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Speaker 1: In addition to what you guys are doing with the Olympics,

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Speaker 1: on a whole other front, you guys are doing something

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Speaker 1: interesting in the sports world. Talk about the Snap Sports

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Speaker 1: network that you guys recently launched.

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Speaker 2: Yeah, so the Sports network is is just another way

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Speaker 2: where we're taking original content and we're putting it in

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Speaker 2: a way that advertisers love to buy into. And I think,

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Speaker 2: you know, the Olympics is just one example, but I

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Speaker 2: think it shows a trend that around big tent pole moments,

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Speaker 2: we're able to pull content together that includes our creators

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Speaker 2: and you know, top broadcasters, top rights holders, and we're

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Speaker 2: able to make a package that are advertisers love. It's

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Speaker 2: not just the Snap Sports Network. It's not just the Olympics.

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Speaker 2: We do this with the Super Bowl, we do this

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Speaker 2: with like a March Madness, and so you know, this

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Speaker 2: is an example of a partnership with NBC that that

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Speaker 2: you know, we've probably done more with this than anything else.

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Speaker 2: But I think it provides a roadmap for a lot

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Speaker 2: of these tent pole examples that we want to do

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Speaker 2: moving forward.

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Speaker 1: But as tent poles go, is the Olympics sort of

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Speaker 1: like uh, the ten pole of ten poles, so to speak,

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Speaker 1: in terms of the investment and energies that you guys

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Speaker 1: are putting behind.

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Speaker 2: I mean, it's it's definitely one of them. And I

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Speaker 2: think we've definitely built on this on this partnership over

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Speaker 2: the last several years, and you know, every time we

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Speaker 2: do it, we do a little bit more. I think

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Speaker 2: what's really interesting about this time is the creator piece,

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Speaker 2: where for the first time we're actually working with NBC

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Speaker 2: to send creators to the games. They're making behind the

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Speaker 2: scenes content that's a that's then a part of that

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Speaker 2: the package that the advertisers can buy into. I think

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Speaker 2: that's a roadmap for something that we want to do

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Speaker 2: definitely more.

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Speaker 1: Of going forward. So and I'm not asking you for,

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Speaker 1: you know, lay out your plans here, but hypothetically speaking,

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Speaker 1: how does that model could that be applied in the future.

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Speaker 2: I think you know, what we've seen with creators, especially

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Speaker 2: with Stories, is they're able to make great content just

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Speaker 2: interacting with their fans, Like we have this Stories Stories

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Speaker 2: Reply feature where they can do like Q and A's

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Speaker 2: with their fans and you can make great content that

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Speaker 2: their fans love just in their homes, but they make

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Speaker 2: better content when they get out in the world. They're

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Speaker 2: having fun with friends, they're traveling, and they're going to events,

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Speaker 2: and so, you know, going back to your question, I

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Speaker 2: think it's it's definitely realistic that we could, you know,

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Speaker 2: lean into this and make sure that we have creators

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Speaker 2: at the super Bowl, that we have creators at March Badness,

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Speaker 2: that we have creators at Coachella making content that brands

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Speaker 2: love to buy into. I think that's definitely something that

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Speaker 2: we want to lean more into. Now we should make

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Speaker 2: clear and correct me if I'm wrong. It's not as

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Speaker 2: if you're asking for exclusivity from your creators. The reality

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Speaker 2: is creators are on multiple platforms, competing platforms at any

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Speaker 2: given time. Or is it when they're covering an event

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Speaker 2: they are all in on snap and.

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Speaker 1: They're not on other things?

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Speaker 2: How does that work? Look? We definitely see Snapchat as

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Speaker 2: an end, not an ore. And when I talk to

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Speaker 2: creators and recruit them to the platform, like, I never

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Speaker 2: tell them to not be on other platforms. I love

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Speaker 2: that they're well known for their content elsewhere. I think

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Speaker 2: because of the way that snapchats evolved with spotlight and

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Speaker 2: with stories and a place where creators can be themselves

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Speaker 2: with no light counts, with no comments, and then they're

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Speaker 2: making a living doing it, we've created a culture of

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Speaker 2: a certain kind of content where they're just being themselves

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Speaker 2: and I think that's content that our community loves, and

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Speaker 2: it's naturally different than the content that they post elsewhere. Like,

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Speaker 2: I'm definitely going to see these creators posting a still

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Speaker 2: image on like Instagram, for example, when they're at the Olympics,

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Speaker 2: and that's great, but they're living their lives on Snapchat

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Speaker 2: and I think, you know, that's something that we've really

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Speaker 2: loved to see and I think that you know, their

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Speaker 2: fans love it too.

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Speaker 1: And we've seen other social platforms. Be Real comes to mind,

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Speaker 1: I think was recently sold to another company. But there

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Speaker 1: is something about that sort of unfiltered life as it's

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Speaker 1: happening kind of vibe that really does resonate in social media.

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Speaker 1: Is that sort of maybe you know, the I don't

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Speaker 1: want to say the entire secret sauce of snap but

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Speaker 1: part of the magic.

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Speaker 2: You know, one of the you know, trends in the

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Speaker 2: broader industry that I've seen over the last several years

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Speaker 2: is so many creators that blow up on a short

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Speaker 2: form video platform want to funnel their fans to a

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Speaker 2: place that they can monetize and just a place that

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Speaker 2: they can post longer form content that engages their community

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Speaker 2: of top fans. And what we're seeing play out on

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Speaker 2: Snapchat between Spotlight and Stories is that we really have

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Speaker 2: both and we're so excited about the relationship that short

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Speaker 2: form video and then stories can play. These creators are

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Speaker 2: using Spotlight to build an audience, and then they're funneling

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Speaker 2: that audience over to their stories, where they're deepening their

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Speaker 2: engagement with their fans. And now they're making money from

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Speaker 2: their stories revenue share program in a way where they

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Speaker 2: can be themselves. And we've heard that, you know, in

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Speaker 2: a world of so much creator burnout, these creators are

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Speaker 2: posting stories and it's been very conducive to their mental health.

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Speaker 2: You know, they don't have to again, like edit long videos,

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Speaker 2: they don't have to get expensive equipment. They're just kind

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Speaker 2: of being themselves. And I think that when you combine

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Speaker 2: that with a place where they're getting fairly rewarded, I

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Speaker 2: think those are kind of the building blocks that we

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Speaker 2: want to continue to invest in.

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Speaker 1: Looking broadly at the creator economy, it also seems like

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Speaker 1: the big revenue opportunities are off platform, whether it's merchandise

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Speaker 1: or you know, there's also lots of talk about live

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Speaker 1: streaming social commerce. Is there a snap philosophy here, like,

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Speaker 1: are you guys trying to play in that live stream

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Speaker 1: space in terms of setting up social commerce or is

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Speaker 1: it about helping enable them to creators? I mean, to

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Speaker 1: capitalize on off platform merchandise opportunities.

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Speaker 2: That's a really good question. I think it's something that

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Speaker 2: we think about a lot. I mean, creators are their

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Speaker 2: own media companies, they're their own brands, they're their own businesses,

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Speaker 2: and you know, I talk to creators every day and

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Speaker 2: I'm excited about the ways that they're you know, making

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Speaker 2: a living on Snapchat. But I also get excited when

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Speaker 2: they tell me about their off platform businesses. And something

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Speaker 2: that they tell me a lot is that Snapchat is

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Speaker 2: their most valuable fan base. They may or may not

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Speaker 2: have more views or more followers on other platforms, but

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Speaker 2: so many creators tell me that when they post their

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Speaker 2: merch to Snapchat, or they post their podcast or their music,

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Speaker 2: it sells out or you know, it like rises in

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Speaker 2: the podcast rankings because their Snapchat fans are their most

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Speaker 2: valuable fans. And so, yes, we want them on the

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00:24:56,040 --> 00:24:59,080
Speaker 2: platform engaging with us on the ways that they can

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00:24:59,080 --> 00:25:01,919
Speaker 2: make a living on our but we also love that

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00:25:01,920 --> 00:25:05,080
Speaker 2: they're using Snapchat to promote their off platform businesses. And then,

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00:25:05,680 --> 00:25:08,720
Speaker 2: you know, to your question about live streaming, I mean,

437
00:25:08,760 --> 00:25:11,879
Speaker 2: live streaming is really interesting. I know it's working. You know,

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00:25:12,000 --> 00:25:15,280
Speaker 2: in a lot of places, it's hard to moderate and

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00:25:15,320 --> 00:25:17,000
Speaker 2: one of the things I'll say is that we really

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00:25:17,040 --> 00:25:21,280
Speaker 2: want to build a place that's also safe for our creators.

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00:25:21,320 --> 00:25:24,400
Speaker 2: We love that, you know, there's no comments, there's less bullying.

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00:25:24,720 --> 00:25:27,080
Speaker 2: They're just kind of being themselves and you know, they

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00:25:27,160 --> 00:25:29,600
Speaker 2: can make a living. And you know, one of the

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00:25:29,640 --> 00:25:33,680
Speaker 2: things we've seen since we've infused stories with revenue share

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00:25:34,119 --> 00:25:38,000
Speaker 2: is creators are posting one hundred snap stories, one hundred

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00:25:38,000 --> 00:25:41,520
Speaker 2: and fifty Snap stories, two hundred snap stories. They're showing

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00:25:41,560 --> 00:25:43,240
Speaker 2: everything they do in the day, and so while it's

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00:25:43,280 --> 00:25:47,879
Speaker 2: not live, you definitely feel like you're living their life

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00:25:48,040 --> 00:25:50,920
Speaker 2: with them. And I think that, uh, you know, that's

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00:25:50,960 --> 00:25:52,560
Speaker 2: been really inspiring to see.

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00:25:52,600 --> 00:25:55,720
Speaker 1: Two hundred Snap stories. It's like the equivalent of Warren

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00:25:55,840 --> 00:25:57,720
Speaker 1: Peace on the Snap platform.

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Speaker 2: I mean yeah, And you know sometimes people say that

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00:26:02,280 --> 00:26:05,240
Speaker 2: that seems like a lot, but when you watch these

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00:26:05,280 --> 00:26:08,520
Speaker 2: stories and you see the creators make these stories, you know,

456
00:26:08,640 --> 00:26:11,399
Speaker 2: again they're just really living their lives. And so I

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00:26:11,400 --> 00:26:14,240
Speaker 2: think it's really been, you know, something that they've been

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00:26:14,359 --> 00:26:18,000
Speaker 2: enjoyed to do, and it's made great content that their

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00:26:18,040 --> 00:26:18,560
Speaker 2: fans love.

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Speaker 1: Well. I'm looking forward to taking in all the great

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00:26:21,119 --> 00:26:25,640
Speaker 1: content that comes in from Paris on the Snap platform. Jim,

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Speaker 1: thanks for coming in and talking about it.

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Speaker 2: Thanks so much for having me, Thanks for listening.

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Speaker 1: Be sure to leave us a review at Apple Podcasts

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00:26:36,640 --> 00:26:39,600
Speaker 1: or Amazon Music. We love to hear from listeners.

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00:26:39,800 --> 00:26:42,280
Speaker 2: Please go to Variety dot com and sign up

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00:26:42,320 --> 00:26:46,560
Speaker 1: For the free weekly Strictly Business newsletter, and don't forget

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00:26:46,600 --> 00:26:50,120
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