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TikTok Uncertainty Is Benefitting Snapchat, Says Snap CEO, As Advertisers And Creators Make Contingency Plans

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UPDATED with CEO comments on TikTok: “The overall environment of uncertainty” around TikTok has been a boon to Snapchat’s business, said Evan Spiegel, CEO and founder of the social media platform’s parent Snap. “Certainly, advertisers are very focused on contingency planning and diversifying their spend.

And I think the same goes for creators who are really thinking hard about how they can build the most diversified engagement with their fan base across various platforms, including Snapchat,” he said in response to a question on a conference call to discuss the company’s strong quarterly earnings.

He declined to quantify or say anything more definitive, saying the issues around TikTok have “sort of been an imperfect experiment, so we’re not trying to draw too many conclusions from some of the engagement lift we saw when the app went went dark for that brief period of time.” Snap’s priority now “is really just helping make sure we support advertisers and creators during this period of uncertainty.

And for creators in particular, we’ve been spending a lot of time working on just improving that overall creation flywheel. I mean, that’s why we’re seeing, you know, 40% increase in the number of creators posting to Snapchat,” he said. “And I think in Q4 we actually reached a billion public posts a month on Snapchat.

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