Snapchat was once hot. It used to be the only form of social media I had. When I used it, it was a perfect balance of creeping while lowkey not having any other social media apps.
Then Snapchat went and cooked itself with the new update, catching the attention of celebrities like Kylie Jenner over the lack of activity and user response.
After Kylie tweeted, “Sooo does anyone else not open Snapchat anymore? Or is it just me… Ugh this is so sad,” Snapchats stock dropped 7 percent.
sooo does anyone else not open Snapchat anymore? Or is it just me… ugh this is so sad.
— Kylie Jenner (@KylieJenner) February 21, 2018
It seems like it was doomed from the start. Back in February, Snapchat allowed for its advertising API to be open to all marketing developers, removing the need to go through the apps sales team.
The director of revenue programs James Borow said in an open statement:
“We’ve been listening closely to third-party developers as we transition Snapchat ad products onto our self-serve platform. Today we’re opening up our Marketing API to give every developer tools to build the Snapchat ad solutions that perform best for them and their customers.”
Users then peeped an insensitive ad for a Would You Rather? question, asking whether they’d like to punch Chris Brown or slap Rihanna in the face.
Is it just me, or is this ad that popped up on my Snapchat extremely tone deaf? Like what were they thinking with this? pic.twitter.com/7kP9RHcgNG
— Royce Mann (@TheRoyceMann) March 12, 2018
Rihanna responded with a bitingly poised statement on Instagram, making it clear that she was offended for women and children who are the sufferers of domestic abuse.
“Now SNAPCHAT I know you already know you ain’t my fav app out there! But I’m just trying to figure out what the point was with this mess I’d love to call it ignorance but I know you ain’t that dumb. You spent money to animate something that would intentionally bring shame to DV victims and made a joke of it. This isn’t about my personal feelings, cause I don’t have much of them… but all the women, children, and men that have been victims of DV in the past and especially the ones who haven’t made it out yet… You let us down! Shame on you. Throw the whole app-oligy away.”
Her response caused Snap’s shares dropped five percent, costing the company “somewhere between 600 million and one billion.”
Rihanna said we should delete our snapchat for their domestic abuse joke. Our president has spoken therefore i’m deleting snapchat. pic.twitter.com/nLvB2okCRa
— c (@thechuuzus) March 15, 2018
And if Snapchat hasn’t hit its lowest ratings yet, its sure to now.
Rihanna said Delete Snapchat. So guess what app I just deleted? pic.twitter.com/tjTec3aRMN
— Astasia Williams (@AstasiaWill) March 15, 2018