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Snap CEO Evan Spiegel at The Information's Future of Influence event on Tuesday in Los Angeles. Photo by Erin Beach
Hello!
OMG! What a day we had in Hollywood on Tuesday at The Information's Future of Influence event. I loved meeting new readers, seeing familiar faces and hearing from our fabulous lineup of speakers including creators Adam W and Victoria Garrick Browne and executives from Meta Platforms, YouTube, Spotify and Substack.
A big thank you to everyone who traveled from near and far (including Brazil and Germany!) to spend the afternoon with us. If you have any feedback on the event, we'd love to hear from you.
A highlight for me was definitely my conversation with Evan Spiegel, CEO and co-founder of Snap, who rarely speaks publicly. In a wide ranging interview, we touched on everything from the Trump administration to a potential antitrust breakup of Meta, the future of AR glasses and, of course, creators.
Snapchat has been doing more to try to woo creators in recent years, including launching an ad-revenue sharing program for disappearing Stories. Spiegel's pitch to creators is that they can "cultivate a lasting relationship" with their fans because Snapchat offers "stable distribution" of their content and the ability to "make a bunch of money just by being yourself."
He pointed to an analytics feature that shows creators how many viewers are returning to watch their content. "Unlike other platforms that I think are more oriented around virality, Snapchat is really focused on that durability of relationship and people coming back every day to see your content," he said.
Spiegel said shopping is big on Snapchat, primarily through creators sharing products on their Stories and driving users to buy items. But don't expect a TikTok Shop competitor from Snap, as Spiegel said he didn't see a "need to build out any warehouses anytime soon," which are needed to deal with the logistics of such an effort.
One super-influencer who could make it back to Snapchat is President Donald Trump. Spiegel told me that Trump could come back if he wanted, say by creating a new account. Snap, like Facebook and Twitter had suspended Trump's accounts after the Jan. 6, 2021 riots at the U.S. Capitol. But Snap, unlike Facebook and Twitter (now called X), never reinstated Trump's accounts.
Spiegel himself has been operating more like a creator lately. Earlier this year, he launched public accounts on Snapchat and LinkedIn. "It's hard out here to make content," he said, saying the process has given him more empathy to the work of creators.
Spiegel also recently appeared on two creator podcasts, The Colin and Samir Show and The Diary of A CEO. "Podcasts are such a compelling and valuable format to talk about the business because to have a longer format opportunity is so different than a TV appearance," which is much shorter.
His increased public presence online has also resulted in users giving him more feedback on Snapchat's products.
Spiegel was clearly excited about the potential for creators to start making content for Snap's augmented reality glasses, Spectacles.
"I think we're going to see an explosion in creativity in terms of what's possible in augmented reality, and probably a future where those augmented reality experiences are actually made on the fly in front of you," he said.
In case you weren't at the event and missed my announcement on stage: I'm also thrilled to share that I'll be collaborating with Deloitte Digital on a new four-part podcast series—kicking off with our first taping from Cannes Lions later this month with my co-host Kenny Gold. Stay tuned for more updates in this newsletter as the series comes to life!
Here's what else is going on…
Creator Corner
Henry Blodget, the co-founder of Business Insider, will partner with Vox Media on a new weekly podcast that will launch later this year, Vox Media CEO Jim Bankoff announced at our event on Tuesday. Vox will oversee production, sales, marketing, and distribution for the weekly show. You can read more from our conversation with Bankoff here.
People on the Move
Allison Yazdian is the new CEO of Uscreen, a startup helping video creators make mobile apps and run membership programs. The previous CEO and founder PJ Taei will transition to the role of executive chairman. The 10-year-old startup raised $150 million in new funding from PSG Equity in February. Yazdian previously was senior vice president of creator growth and success at creator commerce startup LTK.
Ryan Roslansky, the CEO of LinkedIn, will take on a second role overseeing Office 365 products, reporting to Rajesh Jha, executive vice president of experiences and devices, as part of a broader leadership reshuffle at Microsoft. He will also report directly to CEO Satya Nadella in his capacity as the head of LinkedIn.
Tim Natividad joined TelevisaUnivision as president of U.S. advertising and marketing efforts, he announced on LinkedIn. Previously, he was TikTok's general manager and U.S. head of enterprise sales.
Court Docket
Reddit is suing Anthropic in a California court for what it alleges is unlawful scraping of its content. The social network has become a useful source of training data for large language models because it offers a repository of real human conversations. "We disagree with Reddit's claims and will defend ourselves vigorously," an Anthropic spokesperson said. Read more here.
Thank you for reading the Creator Economy Newsletter! I'd love your feedback, ideas and tips: kaya@theinformation.com.
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Don't miss The Information's Kevin McLaughlin and executives from Google Cloud, Outshift by Cisco and Decagon as they examine whether we're heading toward a unified Internet of Agents or fragmented ecosystems with proprietary boundaries.
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