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Snap's CMO Grace Kao: Beyond Social Media - Connecting Audiences, Brands & Developers

Episode Summary

Grace Kao, CMO of Snap, discusses Snapchat's unique position as a platform focused on authentic connection and creativity, highlighting its diverse audience (consumers, B2B, developers) and innovative features like Promoted Places on the Snap Map and opportunities for brands in Chat, emphasizing the platform's ease of use and its appeal to a generation valuing real self-expression.

Episode Notes

Grace Kao, CMO of Snap, discusses Snapchat's unique position as a platform focused on authentic connection and creativity, highlighting its diverse audience (consumers, B2B, developers) and innovative features like Promoted Places on the Snap Map and opportunities for brands in Chat, emphasizing the platform's ease of use and its appeal to a generation valuing real self-expression.

💡Takeaways:

• 📸 Camera-First Communication: Snapchat's core design, opening directly to a camera, has fostered a culture where anyone can create and easily share their point of view, emphasizing connection over curated perfection. 
• 🤝 Diverse Audience Engagement: Snap's CMO, Grace Kao, emphasizes that Snapchat serves multiple audiences, including consumers, B2B marketers/advertisers, and developers, indicating the importance of a multi-faceted marketing approach for platforms.
• 🔄 Beyond Single-Use Platforms: Snapchat's integration of various functionalities like video, messaging, and maps into one experience provides diverse canvases for advertisers, moving beyond the limitations of single-use platforms.
• 🗺️ Social Maps & Promoted Places: The surprising social use of Snap's map feature, where users connect by seeing friends' locations, has led to "Promoted Places," allowing brands to appear on the map for real-life experiences and discovery. 
• 💬 Brand-Friendly Chat: Snapchat is opening its chat feature for brands to have one-on-one conversations with their audiences. 
• 🧘‍♀️ Authenticity and Imperfection: The "Snapchat Generation" prioritizes authenticity, embracing imperfect and uncurated content (e.g., blurry snaps, empty food plates). 
• 🎙️ Rise of Voice Memos & Mini-Podcasts: An unexpected trend is the significant growth of voice memo usage on Snapchat, with users creating "mini intimate one-on-one podcasts" with friends. 

🎙 Guest: Grace Kao

🎤 Host: Mike Shields

📺 Sponsors: Elemental TV & Linkedin

🎬 Producer: FEL Creative