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Snapchat CEO’s leaked memo on survival

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Re: Snapchat CEO’s leaked memo on survival

#41

Here's coverage without an insanely user hostile "WE ARE PART OF OATH YOUR PRIVACY IS IMPORTANT (BUT IT'S DIFFICULT TO FIND SETTINGS TO DISABLE COOKIES)" lightbox which cannot be dismissed: https://cheddar.com/videos/snap-ceo-evan-spiegel-company-mem...

Alternatively, disable JS: the page looks perfect, just the article and its images. I have to congratulate the TC frontend devs.

Wow, yes what a speed increase and it works just fine anyway! Thankyou!

Re: Snapchat CEO’s leaked memo on survival

#42
post #13

Snapchat has failed the test of feature vs. product. Everything that made Snapchat unique is something easily emulated in a myriad of other apps. When you strip away the interface, the only unique part of it was the network/aggregator-effect they have. However, they were much smaller than Instagram and as a result would be fighting an uphill battle with a product that already has the network and could easily duplicat…

I think of any social media company as an interface into a network. If the network isn't fundamentally the moat then that's a problem because the interface can often (but maybe not always) be a commodity. In the early stages, a small social media company may use its novel interface as the moat. Interface moats can be fragile but they buy the company some time to grow the network and gives the initial set of early adopters a reason to join. However at maturity, the interface alone can't continue to be the only thing that can defend or provide a moat for a business.

The problem with Snap (as you pointed out) is that the network characteristics are similar to Facebook's or Instagram's....aka friends and family....aka people in your phone contacts. Facebook's fundamental value is that they were one of the first ones to capture the graph that already existed in your phone and brought it online at scale. However, the actual network they built isn't as novel or as difficult to build as something like Twitter which is a graph that existed nowhere else before.

LinkedIn is similar to Facebook in that the business contacts probably already existed in your phone or on a bunch of business cards. But because we don't want our professional lives and our personal lives to share the same spaces, LinkedIn was able to capture the professional opportunity by bringing business contacts online.

What does this all have to do with Snap? Well Snap has the unfortunate position of having similar network characteristics to Facebook's while also being in a similar social space albeit heavily skewed younger (I consider Instagram to be in a roughly similar social space). Snap probably felt like the demographic skew alone would be enough to balance out this weak position but I suspect they're finding out quickly that it is not since Instagram is proving to be a thriving space for young people too.

On the other hand, networks like Twitter, LinkedIn, and Nextdoor are all either unique networks underneath the primary interface or they share different social spaces that people usually don't want mixed. Anyone can make an interface but it's incredibly hard to grow a network in a particular social space. The latter almost always makes for a stronger moat. Snap needs to figure out how to make progress on the latter because I think many of their large problems stem from not having enough of a moat at the network level.

Re: Snapchat CEO’s leaked memo on survival

#43
>The biggest mistake we made with our redesign was compromising our core product value of being the fastest way to communicate,” Spiegel stresses throughout the memo regarding “Project Cheetah.”

Hmmmmmmmmmm. The Google Mail redesign comes to mind. Gmail has 1.4 billion users. (April 2018 figure, Gmail's Wikipedia page.)

Google management, if you're listening: the writing is on the wall. You have it there black and white: "The biggest mistake we made with our redesign was compromising our core product value of being the fastest"

In this comment I outline some reach goals for you:

https://news.ycombinator.com/item?id=17873576

(That comment is written in a wishful style, what I know you can do and what I imagine you can do.)

You can do it! Just hire the best. Put the best on that team. 1.2 billion users mean you can afford it. You can do it.

Do it. You can do it. I believe in you with all my heart.

Re: Snapchat CEO’s leaked memo on survival

#44
post #19

Maybe this will be the beginning of the end for the social media bubble?

Is there really a bubble? The players look fairly solidified to me. You have Facebook, which might not be as cool in all countries with younger users, and has had a lot of controversy surrounding fake news, election influence, and privacy, but it's doing well. You have Instagram, which is doing very well, was a great Facebook acquisition, helping their parent company even more. You have Twitter, which seems to be str…

Reddit is certainly trying to pivot toward social media, with probably the least enthusiasistic and most hostile user base for that change they could possibly have.

Re: Snapchat CEO’s leaked memo on survival

#45
post #37

Snapchat is still bleeding money, losing $353 million last quarter. I literally do not understand what they can be spending that much money on, can anyone clue me in? It can't be on infra and bandwidth.

For one thing, they are contractually obligated to pay Google and Amazon at least $600mm per year for the next few years.

So that’s $150mm per quarter, as a minimum (if their usage doesn’t meet that amount they have to pay the difference).

They are paying something like $200mm on R&D/quarter, and over $100mm on advertising and administrative each.

Their “cost of revenues” (I’m not exactly sure what this means for them...I wonder if it is discounts offered to advertisers) is another $190mm.

So a few hundred million here and a few hundred million there adds up to a $350mm quarterly loss.

What’s interesting is their R&D expenses have dropped 20% from the year ago quarter, while their sales and marketing have increased substantially. That does not bode well for the future either in my opinion (although it’s easily arguable that even $200mm per quarter on R&D seems excesssive for Snap).

Edit: I quickly compared them to Twitter, which isn’t known as the most leanest of run companies in the first place, but Twitter’s R&D costs are $139mm/quarter compared to over $200mm for SNAP. Their administraative costs are $74mm/quarter, compared to over $100mm for SNAP. How is SNAP spending so much more money than Twitter, and clearly producing a fraction of the output?

Re: Snapchat CEO’s leaked memo on survival

#46
post #37

Snapchat is still bleeding money, losing $353 million last quarter. I literally do not understand what they can be spending that much money on, can anyone clue me in? It can't be on infra and bandwidth.

For the year ending 12/31/2017 it looks like $1.5 billion in R&D and $2 billion in sales, general, and admin expenses. https://www.nasdaq.com/symbol/snap/financials?query=income-s...

Q1 2018 financials here: https://investor.snap.com/news-releases/2018/05-01-2018-2115...

Re: Snapchat CEO’s leaked memo on survival

#47

They had a working thing and then ruined it. I’m not sure how they managed to do that with a product change. Didn’t they have a way to release changes and measure impact before just forcing it on their entire user base? Once a company gets to this level, they need to recognize the role that luck played into their original product and design. They hit a resonance with people, and it was probably more luck and timing t…

> Didn’t they have a way to release changes and measure impact before just forcing it on their entire user base?

Many possible changes have positive effects short term, but negative or even disastrous effects long term. A/B tests won't ever run long enough to discover these long term costs. When A/B facts displace common sense instead of it complementing it, you can a/b yourself into your own grave.

Re: Snapchat CEO’s leaked memo on survival

#48
post #19

Maybe this will be the beginning of the end for the social media bubble?

Is there really a bubble? The players look fairly solidified to me. You have Facebook, which might not be as cool in all countries with younger users, and has had a lot of controversy surrounding fake news, election influence, and privacy, but it's doing well. You have Instagram, which is doing very well, was a great Facebook acquisition, helping their parent company even more. You have Twitter, which seems to be str…

You've also got LinkedIn which is doing well by all accounts (even after the Microsoft exit).

And Nextdoor which is much younger but cemented itself with steady growth and a unique network.

I don't think any of these companies will have trouble making substantial money at scale for the foreseeable future.

Snap's problems are unique to Snap.

Re: Snapchat CEO’s leaked memo on survival

#50
post #47

They had a working thing and then ruined it. I’m not sure how they managed to do that with a product change. Didn’t they have a way to release changes and measure impact before just forcing it on their entire user base? Once a company gets to this level, they need to recognize the role that luck played into their original product and design. They hit a resonance with people, and it was probably more luck and timing t…

> Didn’t they have a way to release changes and measure impact before just forcing it on their entire user base? Many possible changes have positive effects short term, but negative or even disastrous effects long term. A/B tests won't ever run long enough to discover these long term costs. When A/B facts displace common sense instead of it complementing it, you can a/b yourself into your own grave.

If you run an experiment and time spent per day is cut in half, that's a pretty clear signal the experiment shouldn't ship, vision or not.
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