Mede-oprichter en CEO Evan Spiegel van socialmediaplatform Snap liet zijn werknemers deze week weten dat ze voor een uniek bedrijf werken dat “mensen gelukkig maakt.”

Het doel achter de interne mail van de topman lijkt vooral een poging om werknemers te motiveren om de schouders eronder te zetten. Snap heeft de afgelopen kwartalen omzetverliezen, ontslagen en problemen met de advertentietak moeten verwerken.

“Sociale media zijn dood. Lang leve Snapchat”, schrijft Spiegel in de aanhef van zijn brief voor medewerkers.

Volgens de CEO heeft het bedrijf een omslagpunt bereikt. “Dit jaar hebben we de kans om het opgebouwde momentum verder uit te bouwen en onze volledige potentie te realiseren”, schrijft hij.

Spiegel benadrukt specifiek het werk van de teams bij Snap die zich bezighouden met data, content, augmented reality en vermarkting, die de prestaties van het bedrijf voor gebruikers en adverteerders hebben verbeterd.

Prioriteiten voor de eerste helft van 2024

Voor het eerste halfjaar van 2024 zal Snap zich vooral richten op "het samenbrengen van meerdere belangrijke projecten waarvan we denken dat ze essentieel zijn voor ons succes op lange termijn", schrijft Spiegel. Daaronder vallen:

  • Het verschuiven van de aandacht naar de groei van de gebruikersaantallen in markten als Noord-Amerika en Europa.
  • Een meer "op iOS gebaseerde aanpak".
  • Het verbeteren van de effectiviteit van advertenties en de mogelijkheden voor gerichte reclame.
  • Het samenvoegen van "content en advertentie-interacties" van Spotlight en Stories, Snapchats belangrijkste functionaliteiten, met de mogelijkheid om met een verticale swipe te navigeren.

Het behalen van deze doelen is essentieel volgens Spiegel. Het zou ertoe leiden dat Snap in een financiële positie komt die het mogelijk maakt om sterker in te zetten op augmented reality-producten.

"Timing is belangrijk, vandaar ook de haast, want augmented reality-brillen voor consumenten zullen aan momentum winnen tegen het einde van dit decennium. Dit is onze kans om de beperkingen van de smartphone te overstijgen en een beleving te bieden die nog sensationeler is en makkelijker deelbaar", schrijft Spiegel. "Ons bedrijf moet winstgevend genoeg zijn om de toekomst van augmented reality te kunnen bepalen."

Topman Snap haalt uit naar rivalen

Tegen het einde van de brief richt Spiegel zich tot de concurrentie in de wereld van de sociale media. Hij grijpt terug naar de oprichting van Snapchat ongeveer tien jaar geleden. Destijds wilden hij en mede-oprichter en CTO Bobby Murphy van Snap een alternatief bieden "voor de online populariteitswedstrijd gestart door MySpace en doorontwikkeld door Facebook, en uiteindelijk uitgegroeid tot Instagram."

Spiegel positioneert Snapchat als een platform dat "geluk" biedt, met name aan tieners. Het zou dit doen via de berichtendienst die de nadruk legt op hechte relaties.

Concurrent Meta, het moederbedrijf van onder meer Instagram en Facebook, kondigde deze week ook nieuwe functionaliteiten aan waardoor de ervaring van minderjarigen beter moet worden. Meta ligt steeds meer onder vuur als het gaat om de gevolgen van sociale media, met name van Instagram, op psychische gezondheid van tieners. Het bedrijf is in tientallen rechtszaken verwikkeld die hiermee te maken hebben.

Spiegel lijkt ook te verwijzen naar andere problemen op de platforms van Meta en ook op X. "We zijn verre van perfect, maar terwijl onze concurrenten pedofielen verbinden, opstand aanwakkeren, en terroristische propaganda aanraden, weten wij dat Snapchat mensen gelukkig maakt", schrijft Spiegel.

De hele brief van Evan Spiegel is hieronder te lezen:

Social Media is Dead. Long Live Snapchat! 8 Jan

Dear Team,Happy New Year! I hope you all have had the opportunity to rest and recharge over the holidays. We've got a lot of hard work ahead of us in 2024. After years of fighting through many challenges like the pandemic, platform policy changes, and economic upheaval - all while taking on tough competitors and changing regulations - I feel we've reached a real turning point. This year is a chance to build on all the momentum we've developed and deliver on our full potential.

So much of the progress we've made lately has been the result of focusing intently on who we are and the role we play in people's lives - empowering people to express themselves, live in the moment, learn about the world, and have fun together. Snapchat enhances our relationships with friends, family, and the world.When we help people enhance their relationships, our business grows.

For example, our product, growth, and data science teams developed a new methodology for determining close friends on Snapchat and use that to build features that are more likely to support close friendships. People who have close friends on Snapchat are more likely to retain over longer periods of time, so when we help people find and connect with their close friends we support the happiness and wellbeing of our community while also growing our business.

Relationships are the heart of everything we do. Our content team has used insights around relationships to recommend content in Spotlight that people want to share with their close friends. Our monetization teams are intently focused on helping advertisers form relationships with the right customers. Our augmented reality teams have created a new framework for ranking Lenses that promotes Lenses that people want to send to their friends.The first half of this year brings together several critical projects that we believe are essential for our long term success:

First, we are continuing to evolve our machine learning models to better differentiate amongst ad interactions across our platform. Our efforts last year showed that evolving our models to drive more down-funnel, post-click engagement reduces waste and improves performance for advertisers. This year we are expanding those learnings across all of our advertising objectives.

Second, we are unifying content and ad interactions across Spotlight and Stories to reduce confusion. This means that Stories and Spotlight will both feature vertical swipe navigation, with a consistent call-to-action for linking to long-form content or engaging with ads. These unified interactions will also allow us to combine content inventory and ranking across Spotlight and Stories which will improve the likelihood that we can recommend the right personalized content for each Snapchatter.

Lastly, we are shifting more of our focus towards user growth in our developed markets like North America and Europe. Over the past several years, we've driven enormous growth in daily active users by focusing on Android performance in large countries like India.

We will continue to build on our momentum in large opportunity countries in the APAC region while increasing our investment in improving the product experience for our community in North America and Europe. Doing so requires a more iOS-centric approach in these regions and a continued focus on helping our community connect with their close friends, especially for people who use our service monthly but not daily.

We believe that focusing on these three projects will help us to improve performance for advertisers, deepen content engagement, and increase daily active use of Snapchat - ultimately accelerating our revenue growth and increasing free cash flow. Timing matters, hence the urgency, because consumer augmented reality glasses will gain momentum before the end of the decade, and this is our chance to transcend the limitations of the smartphone and provide a computing experience that is more sensational and shareable.

We need our business to be strong enough and profitable enough to deliver the future of computing in augmented reality.

Thirteen years ago Bobby and I set out to build something different. We wanted a way to communicate that was fast, fun, and expressive. An antidote to the online popularity contest that started with MySpace, evolved into Facebook, and eventually became Instagram.In 2012, we declared that we were building something different to capture the full range of human emotion, not just what is pretty or perfect. Then, in 2017, we separated social from media to strengthen relationships with friends.

In 2024, we're on the precipice of another revolution in personal computing that began with the desktop, evolved into the smartphone, and is becoming wearable with Spectacles, our augmented reality glasses.

We're certainly far from perfect, but while our competitors are connecting pedophiles, fueling insurrection, and recommending terrorist propaganda, we know that Snapchat makes people happy. New research published today from the University. of Chicago's NORC shows how our core use case of messaging is a key source of happiness for young peopleMessaging is the only feature on online platforms that makes a majority of both teens and young adults happy, as 2 in 3 say messaging with family and close friends makes them extremely or very happy.

On the other hand, a majority of teens and young adults feel overwhelmed at the way social media makes them feel pressured to post content that will get lots of likes and comments, or will make them look good to others. Perhaps most importantly, according to the NORC data, respondents who use Snapchat report higher satisfaction with the quality of friendships and relationships with family than non-Snapchatters.

At a time when more people are feeling lonely, suffering from constant judgment online, and exposed to harmful content, snapchat offers something different: a way to enhance relationships with your real friends. And soon, we will offer a new way to use computers that brings the benefits of the Internet and computing into three dimensions, grounded in the real world, and shareable with friends - unlike any experience that exists today.Technology isn't going away.

It's our responsibility to make it more human, more natural, and more seamlessly integrated into our lives, so that we can benefit from its positive potential while avoiding the pitfalls. It isn't just an exciting opportunity - it's existential.Your leadership and the work you are doing everyday matters deeply to our future.

Let's not waste a minute.

LEES OOK: Een Amerikaanse influencer met bijna 14 miljoen volgers laat zien wat hij verdient met TikTok, YouTube, Facebook en Snapchat