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.