Snap has won back users and advertisers after a rocky start as a public company.
The company has expanded its ad formats and cozied up to creators to try and dial up the amount of time users spend on the platform.
Tanya Dua, Lara O Reilly, and Dan Whateley spoke with 22 people close to Snap to chart the key moments in its turnaround.
Catering to advertisers was an important part the company s comeback. But Snap has also made recent efforts with the influencer community.
Here are some changes Snap made to appeal to creators:
The company has staffed up its talent management team, hiring people like Brooke Berry, who had run social media for the creator-event company VidCon.
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YouTube star Jimmy Donaldson (MrBeast) launched a pop-up MrBeast Burger restaurant in December with the goal of building a permanent brand, not just a one-off viral stunt.
To do so, Donaldson partnered with Virtual Dining Concepts, a company that works with celebrities to launch delivery-only food brands.
Dan Whateley spoke with Virtual Dining Concepts CEO to learn more about the business of influencer ghost kitchens.
Here s what he said:
Virtual Dining Concepts helped the MrBeast team design a menu, secure restaurant partners, and create training materials so every product would taste the same nationwide.