‘Brands shouldn’t act as a buddy on social media’ says Snapchat’s Evan Spiegel

Campaign’s Gurjit Degun reports on Evan Spiegel’s social media rules of the road.

CANNES — Brands should not try to be friends with people on social media, said Evan Spiegel, the co-founder of Snapchat, at the Cannes Lions festival this morning.

Spiegel was interviewed by Joanna Coles, the editor-in-chief at Cosmopolitan. “It’s weird when brands act like your friend,” Spiegel said. “They need to be friendly, but not a buddy.”

The photo- and video-sharing app opened up to advertisers last year, and has grown from 10 employees last year to 450.

Samsung became the first brand to sponsor the stories feature in November last year for The American Music Awards, uploading backstage photos and videos. Stories creates a chronological timeline of events.

Spiegel explained that the app has been moving to reporting on news events, such as the Charleston shootings last week. He said: “I think many different perspectives are better than a couple, [there is] a depth of experience that you can’t get with other linear channels.

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