Speaker 1: Welcome to another episode of Strictly Business, the podcast in
Speaker 1: which we speak with some of the brightest minds working
Speaker 1: in the media business today. I'm Andrew Wallenstein with Variety.
Speaker 1: The Olympics are in full swing. For those following along
Speaker 1: outside of Paris, you may have noticed a change from
Speaker 1: Summer Games past. NBC has loosened its restrictions on what
Speaker 1: video gets on social media, and it's letting influencers in
Speaker 1: on the action. Snapchat is among those partnering to cover
Speaker 1: the Paris Olympics, and here to talk about its approach
Speaker 1: to the event and the creator economy in general, is
Speaker 1: Jim Shepperd, director of Content and Global Creator Partnerships. More
Speaker 1: with him after this, we are back with Jim Shephard Snap.
Speaker 1: While he's here talking in Los Angeles with me. Snap
Speaker 1: has dispatched some of its best and brightest to Paris
Speaker 1: to cover the Olympics like never before. Thanks for coming in, Jim.
Speaker 2: Thanks so much for having me. It's great to be here.
Speaker 1: Cool. So this isn't Snap's first time at the Olympics,
Speaker 1: so give me a sense broadly of what's different this
Speaker 1: time around in terms of Snap's presence at the Games. Yeah.
Speaker 2: So We're super excited to have a great presence at
Speaker 2: the Paris Games this year. You know, it's such a
Speaker 2: great example of a three to sixty partnership where we
Speaker 2: can work with an amazing broadcaster like an NBC who
Speaker 2: has some of the most valuable ip in the world.
Speaker 2: We've worked with NBC on the Olympics since twenty sixteen,
Speaker 2: since the Rio Games, and we've built on that partnership
Speaker 2: ever since. And you know, this year we're going to
Speaker 2: have like I'm NBC making content like around the Games,
Speaker 2: that is I'm sold in a package for our advertisers.
Speaker 2: They are going to be using our in house creative
Speaker 2: studio to make lenses that are available globally. Uh so
Speaker 2: you can wear your country's colors on your face, which
Speaker 2: is really exciting. And this year, for the first time,
Speaker 2: we're actually taking creators to the Games to make behind
Speaker 2: the scenes content almost as as hosts for Snapchat with
Speaker 2: this content. We have them Livvy Dunn, we have Harry Jouse,
Speaker 2: we have them Kai Sanat, who are some of the
Speaker 2: biggest creators in the world who are going to be there,
Speaker 2: you know, sharing their perspectives and then their content is
Speaker 2: part of the NBC package. So we're super excited about this,
Speaker 2: and I think it's just such a great example of
Speaker 2: how we can work with a partner like an NBC,
Speaker 2: like around a big tent pole to make something that's
Speaker 2: really meaningful for the snap community.
Speaker 1: So obviously, you know, livvy Kai, these people if you're
Speaker 1: under eighteen household name in Olympics past, where these people
Speaker 1: allowed anywhere near the action, what was it like?
Speaker 2: Yeah, I think there's definitely been an evolution of the
Speaker 2: perspective of not only NBC but some of our top
Speaker 2: broadcasting partners. And I think for NBC, I mean, Snapchat
Speaker 2: is a great way to reach gen z. I mean
Speaker 2: we reach ninety percent of thirteen to twenty four year
Speaker 2: olds in over twenty countries, and so you know, for them,
Speaker 2: I think it's a really exciting opportunity to reach young people,
Speaker 2: and for us, I think it's a great way to
Speaker 2: just kind of drive one of these three sixty partnerships
Speaker 2: in you know, ways that that you know include behind
Speaker 2: the scenes content from the broadcaster, but also creators and
Speaker 2: also you know, lenses, and so it's just a great
Speaker 2: way that we can work with them and expand on
Speaker 2: the partnership that we've done for over, like I'm eight
Speaker 2: eight years now.
Speaker 1: So give an example, whether it's Livy or Kai. When
Speaker 1: you're talking about behind the scenes content, like what is
Speaker 1: the style of let's call it coverage that we could
Speaker 1: expect that might be different than you might see on
Speaker 1: old fashioned TV? Like what do they bring to the tape?
Speaker 2: I think what's really, you know, kind of important to
Speaker 2: note is that Snapchat doesn't start with social media. It
Speaker 2: starts with hundreds of millions of people coming in every
Speaker 2: day to talk to their friends, and so it's built
Speaker 2: on real relationships, and then we've built a content ecosystem
Speaker 2: on top of that. And when I watch content from
Speaker 2: our creators or from our partners, I feel like those
Speaker 2: creators are my friends and they're sending me kind of
Speaker 2: this very personal, authentic content. I mean. A great example
Speaker 2: is the men's USA basketball team was in London recently.
Speaker 2: They were they had an exhibition with South Sudan, which
Speaker 2: they almost lost to. But Jason Tatum, who's on Snapchat,
Speaker 2: he was posting because the team took the tube to
Speaker 2: the game, and so you had like all of these
Speaker 2: big men's basketball players on one of the train cars
Speaker 2: and you saw you know, everyday people coming home from work,
Speaker 2: and they were like, you don't see this every day.
Speaker 2: And he posted a snap on his snapchat of all
Speaker 2: of the players and they barely fit in this train.
Speaker 2: And so it felt like a snap from watching his story,
Speaker 2: almost like a snap that one of my friends sent me.
Speaker 2: If one of my best friends was like, I'm NBA
Speaker 2: champion Jason Tatum, and so it's definitely, you know, snapchat
Speaker 2: feels like an ant not an or. It's it's you know,
Speaker 2: content that feels very natural, and it feels like I'm
Speaker 2: kind of living these stars, lives with them, and so
Speaker 2: I think that's something that our community has really resonated with.
Speaker 1: So we should be clear this is not like, you know,
Speaker 1: you use the example of the South Sudan game, which
Speaker 1: I still can't get over, by the way, but it's
Speaker 1: not you're not watching, you know, whether it's Cai or
Speaker 1: who whatnot. They're not covering the game and saying, oh,
Speaker 1: they're down by one in the final seconds. It's not
Speaker 1: coverage of the action. It's lifestyle content, but done in
Speaker 1: a very different way than you might see on NBC.
Speaker 1: It's it's off kilter, it's behind the scenes and it's
Speaker 1: with a real kind of sensibility that is totally unique
Speaker 1: to the snap platform.
Speaker 2: Yeah, I think that that's definitely a culture that we've
Speaker 2: built over the last several years. I mean, our content
Speaker 2: ecosystem has two parts to it. It has Spotlight, which
Speaker 2: is like short form video, and then it has stories
Speaker 2: where people are posting all of this day in the
Speaker 2: life content. And Snapchat invented stories, right, and then you know,
Speaker 2: many platforms wanted to adopt the Stories product. But you know,
Speaker 2: I think it's it's easy for platforms to copy products,
Speaker 2: it's hard for platforms to copy culture. And I think
Speaker 2: you know something that we did a few years ago
Speaker 2: is we launched our Stories revenue share program, where it
Speaker 2: basically is a program where we insert ads in stories
Speaker 2: that are long enough, and we share revenue directly with
Speaker 2: the creators. Since we did that, we've seen this influx
Speaker 2: of creators come back to the platform, some have come
Speaker 2: for the first time, and they're posting these long, narrative
Speaker 2: driven stories. They're really leaning in to the authenticity and
Speaker 2: the spontaneity that make snapchats so fun, and they're just
Speaker 2: sharing their daily lives. And so I think it's it's
Speaker 2: a real extension of a platform that's built on relationships,
Speaker 2: and when you're watching this content, you feel like you
Speaker 2: have a relationship with these stars. And so I think
Speaker 2: that's been content that our community loves, and I think,
Speaker 2: like to your point, it's not about what happens on broadcast.
Speaker 2: There's definitely formats that are better for that. It's what's
Speaker 2: happening behind the scenes. It's about the energy and the
Speaker 2: emotion of the creators that are there. It's about the food,
Speaker 2: it's about the travel, it's about what people are wearing,
Speaker 2: you know, whether that's Coachella or or it's the super Bowl,
Speaker 2: or it's something like VM Olympics. I think, you know,
Speaker 2: we've really built an ecosystem where people go to get
Speaker 2: updated on what it's like to really be there.
Speaker 1: Now. From a business perspective with NBC and I guess
Speaker 1: the Olympics themselves, I understand the rationale of cutting you
Speaker 1: guys in. They want to get the younger generation, who
Speaker 1: may not be as engaged as some of the older
Speaker 1: generations in the summer Games, and it's critical to get
Speaker 1: the younger generations in there. Social media is the on
Speaker 1: ramp to make that happen. Hence Snap's got to be there.
Speaker 1: Other social platforms have to be there. I get that
Speaker 1: from a business perspective. How does it work in terms
Speaker 1: of your partnership with NBC. Is there a splitting of revenues?
Speaker 1: What how do you make that packaging work?
Speaker 2: Yeah, So going back, I mean, if you think about Snapchat,
Speaker 2: you know, from the beginning, our content ecosystem started with
Speaker 2: Discover with twelve media partners, and we've expanded it ever since,
Speaker 2: and now we have thousands of media partners all over
Speaker 2: the world who are making content for Snapchat, and we're
Speaker 2: sharing revenue with them, and you know, it's been a
Speaker 2: really substantial business model for them. And then you know,
Speaker 2: like I mentioned, you know, like a few years ago,
Speaker 2: we expanded that revenue sharing to creators and I think,
Speaker 2: you know, with the NBC partnership, it's an example about
Speaker 2: how we can package those things together around a big
Speaker 2: tent poll that our community loves, and then advertisers love
Speaker 2: to buy into that. So you know, for the NBC example,
Speaker 2: they're making like original content around the games. That's content
Speaker 2: that's in a package that then like advertisers can buy into.
Speaker 2: And now for the first time, these creators that are
Speaker 2: going are making content and then NBC can actually use
Speaker 2: that creator content to turn it into advertisements to actually
Speaker 2: promote their their broadcast. And so you know, this is
Speaker 2: a real example about how we've taken you know, many
Speaker 2: pieces of our content ecosystem that's been revenue generating for
Speaker 2: partners for years now, putting it together in a way
Speaker 2: that advertisers love.
Speaker 1: So, I mean, there's there's a bunch of different pieces
Speaker 1: of the puzzle besides Snap Obviously here there's we just
Speaker 1: talked about the media partner, you're talking about the advertiser,
Speaker 1: you're talking about the creator. The revenue piece of this
Speaker 1: for the creator is really interesting because in the creator economy,
Speaker 1: you know, revenue sharing is a controversial subject to say
Speaker 1: the least. And I'm not trying to single Snap out here,
Speaker 1: but it seems like there's been quite a tortured history
Speaker 1: across all these platforms in terms of revenue splits, so
Speaker 1: called creator funds, and incentivizing creators to get on platforms
Speaker 1: and participate. So what is the latest from Snap in
Speaker 1: what you guys do lay that out exactly, because there's
Speaker 1: probably been some evolution.
Speaker 2: There, Yeah, for sure, I mean, taking a step back,
Speaker 2: I mean, our philosophy is that we want to build
Speaker 2: a platform that's really great for creators in terms of
Speaker 2: the content they make and their ability to connect with fans,
Speaker 2: but also we want to reward them, and so we
Speaker 2: have a number of programs for creators to actually make
Speaker 2: money on the platform. We have our Spotlight Incentive program,
Speaker 2: we have programs for lens creators. The Story's Revenue Share
Speaker 2: program has been really substantial and it's something that I'm
Speaker 2: really proud of. We launched it in beta like a
Speaker 2: few years ago with just a handful of our Snapstars.
Speaker 2: We grew the program slowly and steadily ever since to
Speaker 2: make sure that as we added more creators, we weren't
Speaker 2: cannibalizing the program. For the creators that were in it,
Speaker 2: we were really happy by what we see, and then
Speaker 2: about a year and a half ago, we officially launched
Speaker 2: the qualifications for the program. You have to have like
Speaker 2: fifty thousand subscribers, you have to have so many you know,
Speaker 2: monthly views. And the creators that have joined since then,
Speaker 2: I mean, we only continue to rack up the success
Speaker 2: stories there that have built six figure, biggest six figure
Speaker 2: businesses on our platform. There's creators that have built seven
Speaker 2: figure businesses, and so this has been a really substantial program.
Speaker 2: And then I think what's really interesting the feedback that
Speaker 2: they've shared is they don't have to do anything they
Speaker 2: wouldn't normally do to make a living. They don't have
Speaker 2: to get expensive equipment, they don't have to edit long videos.
Speaker 2: And so the stories format, which we invented and now
Speaker 2: have infused with revenue share, has brought this culture of
Speaker 2: creators just really living their lives and then making a
Speaker 2: living doing it. And that's been really great to see.
Speaker 1: And I assume that's perhaps what you would cite as
Speaker 1: a competitive edge against the multiple and frankly, I would
Speaker 1: assume larger social platforms that are also handing out their
Speaker 1: various revenue splits or funds TikTok and Instagram and YouTube
Speaker 1: and whatnot. But I assume at the end of the day,
Speaker 1: also it's just money and just you know, are you
Speaker 1: guys able to compete on that front.
Speaker 2: I mean, here's what I'll say, we love this for
Speaker 2: our business, and you know, unlike a fund which is capped,
Speaker 2: these creators are posting and they're generating incremental ad inventory
Speaker 2: for us. They're making money for themselves. But they're also
Speaker 2: making money for Snap, and they're doing it in a
Speaker 2: way that they've told us they really like. And so
Speaker 2: look like we know that for this to work, we
Speaker 2: have to sell ads, but we're really confident in like
Speaker 2: our ability to do that, and we think this is
Speaker 2: a great business model for us. I mean, it's also
Speaker 2: not new. We extended revenue share to media partners for
Speaker 2: years and built a business off of that. What we've
Speaker 2: done in the last few years is extend that that
Speaker 2: I'm revenue share to creators and you know, what we've
Speaker 2: seen is so amazing them them just living their lives.
Speaker 2: I mean, And what's I think really interesting is it's
Speaker 2: not just about the revenue share. They're also you know,
Speaker 2: working with brands. So, like an example is Sophie mud
Speaker 2: who's one of our snapstars. She was posting their day
Speaker 2: and her like, I'm air conditioning broke and she went
Speaker 2: on a journey with her mom to get the Dison
Speaker 2: fan And so she's working with a brand that's showing
Speaker 2: up in an organic way in her story. And that
Speaker 2: brand it's not like a jingle, it's not something that's rehearsed.
Speaker 2: It's almost like old school product placement. And then in
Speaker 2: addition to working with brands, she's also you know, in
Speaker 2: our Story's revenue share program, and she's making a direct
Speaker 2: revenue split from Snapchat. And so, you know, something we've
Speaker 2: heard from creators is that they love doing brand deals.
Speaker 2: That's great, but they don't want to always do brand deals.
Speaker 2: They don't want to have all of their content beholden
Speaker 2: to this branded content. And what they really want is
Speaker 2: for the platforms to adequately share revenue with them. And
Speaker 2: so I think what we've built is this this world
Speaker 2: where creators can work with us on revenue sharing, they
Speaker 2: can work with brands, and they can do it in
Speaker 2: a way where they're just being themselves. And I think
Speaker 2: that's been great to see.
Speaker 1: We'll be back with more with Jim Shepherd in just
Speaker 1: a moment. And we are back with Jim Shepherd, director
Speaker 1: of Content and Global Creator Partnerships at Snap, and here
Speaker 1: talking just as the Olympics are going on, and Snap
Speaker 1: has various influencers at the games. We're talking about strategy
Speaker 1: there and the creator economy in general. Jim, you've referred
Speaker 1: a number of times to the role that lenses, which
Speaker 1: of course is a patented Snap tool for the platform.
Speaker 1: But for those who are not familiar with the platform,
Speaker 1: describe a bit how lenses work, how they're being used,
Speaker 1: particularly at the Olympics, or just in general.
Speaker 2: Yeah, so Snap is really the leader in an augmented reality.
Speaker 2: We brought ar to mainstream and you know that's been
Speaker 2: a journey of ours over the last several years. And
Speaker 2: you know, it's it's it's a way where our community
Speaker 2: can have fun. It's a way where our community can
Speaker 2: share really fun content with their friends. And you know,
Speaker 2: it's a way where partners like I'm NBC, for instance,
Speaker 2: can use our in house creative studio to make these
Speaker 2: experiences that people play with. I mean, what's so powerful
Speaker 2: about it is there's only so many thousands of people
Speaker 2: that get to go to the Games, but millions of
Speaker 2: people all over the world can where their country colors
Speaker 2: on their face. They can you know, use the Olympic
Speaker 2: rings in a lens that look like glasses. So that's
Speaker 2: been really exciting. And then you know it's extended to
Speaker 2: brands too. You know, brands love using our lenses to
Speaker 2: promote their products. I mean, Paramount bought a lens for
Speaker 2: Barbie where you know, you could turn yourself into Barbie
Speaker 2: or like I'm into I Can. And then like the
Speaker 2: creators are using these branded lenses too. I mean, one
Speaker 2: great example was uh Dj Khaled worked with Wendy's. They
Speaker 2: had a special Dj Khalid biggie bag which was one
Speaker 2: of their you know, value meal like items, and he
Speaker 2: used the lens on his face making content in his story.
Speaker 2: And then through the Snapstar Collab studio, which connects brands
Speaker 2: to our creators, Wendy's actually turned that content with the
Speaker 2: lens into an ad and they put paid media behind it.
Speaker 2: And so, you know, we're seeing these lenses are really
Speaker 2: resonating with the general Snap community. They're like, I'm really
Speaker 2: resonating with our creators, and they're resonating with brands, and
Speaker 2: so that's been great to see.
Speaker 1: In addition to what you guys are doing with the Olympics,
Speaker 1: on a whole other front, you guys are doing something
Speaker 1: interesting in the sports world. Talk about the Snap Sports
Speaker 1: network that you guys recently launched.
Speaker 2: Yeah, so the Sports network is is just another way
Speaker 2: where we're taking original content and we're putting it in
Speaker 2: a way that advertisers love to buy into. And I think,
Speaker 2: you know, the Olympics is just one example, but I
Speaker 2: think it shows a trend that around big tent pole moments,
Speaker 2: we're able to pull content together that includes our creators
Speaker 2: and you know, top broadcasters, top rights holders, and we're
Speaker 2: able to make a package that are advertisers love. It's
Speaker 2: not just the Snap Sports Network. It's not just the Olympics.
Speaker 2: We do this with the Super Bowl, we do this
Speaker 2: with like a March Madness, and so you know, this
Speaker 2: is an example of a partnership with NBC that that
Speaker 2: you know, we've probably done more with this than anything else.
Speaker 2: But I think it provides a roadmap for a lot
Speaker 2: of these tent pole examples that we want to do
Speaker 2: moving forward.
Speaker 1: But as tent poles go, is the Olympics sort of
Speaker 1: like uh, the ten pole of ten poles, so to speak,
Speaker 1: in terms of the investment and energies that you guys
Speaker 1: are putting behind.
Speaker 2: I mean, it's it's definitely one of them. And I
Speaker 2: think we've definitely built on this on this partnership over
Speaker 2: the last several years, and you know, every time we
Speaker 2: do it, we do a little bit more. I think
Speaker 2: what's really interesting about this time is the creator piece,
Speaker 2: where for the first time we're actually working with NBC
Speaker 2: to send creators to the games. They're making behind the
Speaker 2: scenes content that's a that's then a part of that
Speaker 2: the package that the advertisers can buy into. I think
Speaker 2: that's a roadmap for something that we want to do
Speaker 2: definitely more.
Speaker 1: Of going forward. So and I'm not asking you for,
Speaker 1: you know, lay out your plans here, but hypothetically speaking,
Speaker 1: how does that model could that be applied in the future.
Speaker 2: I think you know, what we've seen with creators, especially
Speaker 2: with Stories, is they're able to make great content just
Speaker 2: interacting with their fans, Like we have this Stories Stories
Speaker 2: Reply feature where they can do like Q and A's
Speaker 2: with their fans and you can make great content that
Speaker 2: their fans love just in their homes, but they make
Speaker 2: better content when they get out in the world. They're
Speaker 2: having fun with friends, they're traveling, and they're going to events,
Speaker 2: and so, you know, going back to your question, I
Speaker 2: think it's it's definitely realistic that we could, you know,
Speaker 2: lean into this and make sure that we have creators
Speaker 2: at the super Bowl, that we have creators at March Badness,
Speaker 2: that we have creators at Coachella making content that brands
Speaker 2: love to buy into. I think that's definitely something that
Speaker 2: we want to lean more into. Now we should make
Speaker 2: clear and correct me if I'm wrong. It's not as
Speaker 2: if you're asking for exclusivity from your creators. The reality
Speaker 2: is creators are on multiple platforms, competing platforms at any
Speaker 2: given time. Or is it when they're covering an event
Speaker 2: they are all in on snap and.
Speaker 1: They're not on other things?
Speaker 2: How does that work? Look? We definitely see Snapchat as
Speaker 2: an end, not an ore. And when I talk to
Speaker 2: creators and recruit them to the platform, like, I never
Speaker 2: tell them to not be on other platforms. I love
Speaker 2: that they're well known for their content elsewhere. I think
Speaker 2: because of the way that snapchats evolved with spotlight and
Speaker 2: with stories and a place where creators can be themselves
Speaker 2: with no light counts, with no comments, and then they're
Speaker 2: making a living doing it, we've created a culture of
Speaker 2: a certain kind of content where they're just being themselves
Speaker 2: and I think that's content that our community loves, and
Speaker 2: it's naturally different than the content that they post elsewhere. Like,
Speaker 2: I'm definitely going to see these creators posting a still
Speaker 2: image on like Instagram, for example, when they're at the Olympics,
Speaker 2: and that's great, but they're living their lives on Snapchat
Speaker 2: and I think, you know, that's something that we've really
Speaker 2: loved to see and I think that you know, their
Speaker 2: fans love it too.
Speaker 1: And we've seen other social platforms. Be Real comes to mind,
Speaker 1: I think was recently sold to another company. But there
Speaker 1: is something about that sort of unfiltered life as it's
Speaker 1: happening kind of vibe that really does resonate in social media.
Speaker 1: Is that sort of maybe you know, the I don't
Speaker 1: want to say the entire secret sauce of snap but
Speaker 1: part of the magic.
Speaker 2: You know, one of the you know, trends in the
Speaker 2: broader industry that I've seen over the last several years
Speaker 2: is so many creators that blow up on a short
Speaker 2: form video platform want to funnel their fans to a
Speaker 2: place that they can monetize and just a place that
Speaker 2: they can post longer form content that engages their community
Speaker 2: of top fans. And what we're seeing play out on
Speaker 2: Snapchat between Spotlight and Stories is that we really have
Speaker 2: both and we're so excited about the relationship that short
Speaker 2: form video and then stories can play. These creators are
Speaker 2: using Spotlight to build an audience, and then they're funneling
Speaker 2: that audience over to their stories, where they're deepening their
Speaker 2: engagement with their fans. And now they're making money from
Speaker 2: their stories revenue share program in a way where they
Speaker 2: can be themselves. And we've heard that, you know, in
Speaker 2: a world of so much creator burnout, these creators are
Speaker 2: posting stories and it's been very conducive to their mental health.
Speaker 2: You know, they don't have to again, like edit long videos,
Speaker 2: they don't have to get expensive equipment. They're just kind
Speaker 2: of being themselves. And I think that when you combine
Speaker 2: that with a place where they're getting fairly rewarded, I
Speaker 2: think those are kind of the building blocks that we
Speaker 2: want to continue to invest in.
Speaker 1: Looking broadly at the creator economy, it also seems like
Speaker 1: the big revenue opportunities are off platform, whether it's merchandise
Speaker 1: or you know, there's also lots of talk about live
Speaker 1: streaming social commerce. Is there a snap philosophy here, like,
Speaker 1: are you guys trying to play in that live stream
Speaker 1: space in terms of setting up social commerce or is
Speaker 1: it about helping enable them to creators? I mean, to
Speaker 1: capitalize on off platform merchandise opportunities.
Speaker 2: That's a really good question. I think it's something that
Speaker 2: we think about a lot. I mean, creators are their
Speaker 2: own media companies, they're their own brands, they're their own businesses,
Speaker 2: and you know, I talk to creators every day and
Speaker 2: I'm excited about the ways that they're you know, making
Speaker 2: a living on Snapchat. But I also get excited when
Speaker 2: they tell me about their off platform businesses. And something
Speaker 2: that they tell me a lot is that Snapchat is
Speaker 2: their most valuable fan base. They may or may not
Speaker 2: have more views or more followers on other platforms, but
Speaker 2: so many creators tell me that when they post their
Speaker 2: merch to Snapchat, or they post their podcast or their music,
Speaker 2: it sells out or you know, it like rises in
Speaker 2: the podcast rankings because their Snapchat fans are their most
Speaker 2: valuable fans. And so, yes, we want them on the
Speaker 2: platform engaging with us on the ways that they can
Speaker 2: make a living on our but we also love that
Speaker 2: they're using Snapchat to promote their off platform businesses. And then,
Speaker 2: you know, to your question about live streaming, I mean,
Speaker 2: live streaming is really interesting. I know it's working. You know,
Speaker 2: in a lot of places, it's hard to moderate and
Speaker 2: one of the things I'll say is that we really
Speaker 2: want to build a place that's also safe for our creators.
Speaker 2: We love that, you know, there's no comments, there's less bullying.
Speaker 2: They're just kind of being themselves and you know, they
Speaker 2: can make a living. And you know, one of the
Speaker 2: things we've seen since we've infused stories with revenue share
Speaker 2: is creators are posting one hundred snap stories, one hundred
Speaker 2: and fifty Snap stories, two hundred snap stories. They're showing
Speaker 2: everything they do in the day, and so while it's
Speaker 2: not live, you definitely feel like you're living their life
Speaker 2: with them. And I think that, uh, you know, that's
Speaker 2: been really inspiring to see.
Speaker 1: Two hundred Snap stories. It's like the equivalent of Warren
Speaker 1: Peace on the Snap platform.
Speaker 2: I mean yeah, And you know sometimes people say that
Speaker 2: that seems like a lot, but when you watch these
Speaker 2: stories and you see the creators make these stories, you know,
Speaker 2: again they're just really living their lives. And so I
Speaker 2: think it's really been, you know, something that they've been
Speaker 2: enjoyed to do, and it's made great content that their
Speaker 2: fans love.
Speaker 1: Well. I'm looking forward to taking in all the great
Speaker 1: content that comes in from Paris on the Snap platform. Jim,
Speaker 1: thanks for coming in and talking about it.
Speaker 2: Thanks so much for having me, Thanks for listening.
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