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Welcome to Product Monk, We share the case studies of the most exciting tech products 3x/week.

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• Zoom's Start-up to Unicorn Story

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Snapchat's History of Successful AR & AI Usage

In the annals of social media history, few stories are as captivating and transformative as that of Snapchat. Founded in 2011 by Evan Spiegel, Bobby Murphy, and Reggie Brown, Snapchat dared to challenge the established norms of digital communication with its audacious concept —disappearing photos.

This product management case study unravels the remarkable evolution of Snapchat, a journey that saw it transcend the confines of a niche ephemeral messaging app to emerge as a global multimedia powerhouse, all while unwaveringly adhering to its core principle of ephemerality.

Snapchat's meteoric rise could be attributed not only to its disruptive premise but also to its uncanny ability to keep pace with the ever-evolving tech landscape.

The Early Days: Disappearing Content

Snapchat's core feature was a profound departure from the prevailing trend of accumulating an ever-expanding digital footprint. It answered a growing need for a more private and authentic mode of communication, a respite from the era of oversharing and digital clutter.

The initial resonance of Snapchat's disappearing content was nothing short of remarkable. It tapped into the deep-seated human desire for spontaneous, unfiltered expression. This authenticity became the hallmark of Snapchat, setting it apart from the curated permanence of other social media platforms.

As Snapchat continued to gain traction, it was evident that the platform had tapped into something more profound than ephemeral photos. It had harnessed the power of immediacy, enabling real-time, unscripted storytelling. The evolution took a significant stride in 2013 with the introduction of "Stories." This innovative feature allowed users to string together photos and videos, crafting narratives that lasted for 24 hours.

Users could document their lives, adventures, and experiences in a sequential, time-bound manner. It wasn't just about sending images that vanished; it was about creating a digital diary that unfolded in real time. This feature resonated deeply with users, fostering a sense of immediacy, authenticity, and relatability.

Brands and celebrities soon recognized the power of Stories as a way to engage with audiences authentically and intimately.

Snapchat's early strategy of embracing disappearing content was a testament to its willingness to challenge the established norms of social media. It tapped into the zeitgeist of the digital age, where authenticity and immediacy were increasingly valued over polished, permanent posts.

Innovation Amid Competition: Filters and Lenses

To stay competitive, Snapchat continuously innovated. Filters, launched in 2015, allowed users to overlay creative designs and effects on their snaps, enhancing user-generated content.

This feature set the stage for the next significant leap: Lenses. Lenses, introduced later in 2015, transformed users' faces and environments using augmented reality, opening up new possibilities for fun and creative communication. Lenses rapidly became a pop culture phenomenon, exemplifying Snapchat's knack for innovation.

• Staying Ahead in the Game: The social media landscape was fierce, with giants vying for user attention. Snapchat knew it needed to stay not just in the race but ahead of it.

• Setting the Stage for Lenses: But Snapchat wasn't about to stop at Filters. Later in 2015, they dropped the bomb: Lenses. These augmented reality wonders transformed users' faces and environments into playgrounds of whimsy. You could turn into a dancing hotdog, swap faces with friends or puke rainbows. It wasn't just innovation; it was a spectacle.

• Pop Culture Icon: Snapchat's Lenses didn't just resonate with users; they resonated with pop culture. They became the stuff of internet memes and viral sensations. Brands realized the marketing potential of Lenses, turning them into advertising tools. Snapchat has brilliantly blended innovation with monetization.

• A Business Marvel: Snapchat's Filters and Lenses weren't just about fun; they were serious business. They kept users engaged, attracting eyeballs, and crucially, ad dollars. Snapchat wasn't just a social media platform anymore; it was a dynamic advertising medium.

Spectacles: The Hardware Leap

Snapchat's journey was not just about software innovation; it extended boldly into the realm of hardware. In 2016, the world was introduced to Spectacles, a unique concept in wearable technology. These were equipped with built-in cameras, designed to change the way we capture and share experiences.

At first glance, the introduction of Spectacles might have seemed like a deviation from Snapchat's core mission of ephemeral content. Yet, it was, in fact, a strategic move to expand Snapchat's reach beyond the confines of smartphones.

The initial version of Spectacles was met with both excitement and skepticism. Recall the Google Glass story? It was an entirely new concept, and like any groundbreaking innovation, it faced challenges. There were concerns about privacy and the social acceptability of wearing camera-equipped glasses. Some wondered if Spectacles were ahead of their time.

The Augmented Reality Revolution: AR Lenses and Discover

Snapchat's most remarkable product enhancement move was the integration of augmented reality into the app's core functionality.

AR Lenses, powered by technology like facial recognition and object tracking, turned selfies into immersive experiences. Brands quickly recognized the advertising potential, leading to sponsored Lenses, generating significant revenue for Snapchat.

Discover, introduced in 2015, was another innovation that brought news and entertainment content to Snapchat, combining text, images, and video in a vertical format tailored for mobile devices. This addition made Snapchat a content distribution platform, attracting publishers and advertisers alike.

Snap Map and Location-Based Features

Snapchat leveraged location-based services with Snap Map, introduced in 2017. This feature allowed users to share their real-time locations with friends and discover Snaps from around the world. While initially met with privacy concerns, Snap Map evolved into a valuable tool for location-based marketing and event coverage.

Building an Ecosystem: Snap Originals and Spotlight

Snapchat's foray into original content, Snap Originals, debuted in 2018, focusing on short-form video series produced exclusively for the platform. This move aimed to retain user engagement by offering a diverse range of entertainment options.

Spotlight, launched in 2020, directly challenged competitors like TikTok by offering a feed of user-generated short video content. Snapchat incentivized creators by allocating a daily fund of $1 million to reward top-performing content, rapidly increasing content creation and engagement on the platform.

Personalization and Self-Expression: Bitmojis!

Bitmojis, personalized avatars created by users, became a hallmark feature of Snapchat. They exemplify the power of personalization and self-expression in enhancing user engagement.

Product managers can learn that offering users tools for self-expression can be a potent way to foster a sense of ownership and attachment to a platform.

Snapchat’s My AI Chat

Snapchat's AI chat, called My AI, is a chatbot that can help users with a variety of tasks, including:

• Answering questions about the world, such as "What is the capital of France?" or "What is the meaning of life?"

• Generating creative text formats, such as poems, code, scripts, musical pieces, email, and letters

• Providing help with everyday tasks, such as planning a trip, choosing a gift, or coming up with dinner ideas

My AI is powered by OpenAI's ChatGPT technology, with additional safety enhancements and controls unique to Snapchat. Snapchat is still developing My AI, and it is currently only available to a limited number of users.

Here are some examples of what My AI can do:

• Help you write a poem for your crush

• Come up with a list of fun things to do on a rainy day

• Generate a recipe for a healthy and delicious meal

• Write a script for a short film

• Help you translate a passage of text into another language

My AI is still under development, but it has the potential to be a powerful tool for Snapchat users. It can help us to be more creative, productive, and informed.

Key Takeaways for Product Managers!

• Innovate with technology: Snapchat's incorporation of augmented reality and other cutting-edge technologies highlights the potential of marrying innovation with technology to redefine user experiences.

• Embrace change: Snapchat's evolution from a niche app to a multimedia giant demonstrates the importance of adapting to emerging trends and user demands.

• Prioritize user engagement: Sustained user engagement, as measured by metrics like DAUs, is a crucial indicator of product success.

• Diversify revenue streams: Innovative monetization strategies, such as sponsored content and advertising, can drive substantial revenue growth.

• Maintain a long-term vision: Market capitalization reflects investors' confidence in a product's enduring value; visionary leadership is vital.

• Iterate and innovate: Snapchat's success lies in its commitment to continuous improvement and user-centric innovation.

• Build a comprehensive ecosystem: Expanding features and services can create a more immersive and valuable user experience.

• Embrace risk: Snapchat's leap into hardware with Spectacles, despite initial challenges, exemplifies the benefits of calculated risk-taking.

• Challenge industry norms: Snapchat's daring approach, like introducing ephemeral content, can disrupt established markets and redefine user expectations.

• Invest in product management: Effective product management played a pivotal role in Snapchat's journey, guiding its transformation and adaptation to changing markets.

🧃Juicy reads to check out

This section includes some relevant articles/videos, people to check out, and links you might find interesting from around Product management.

👉🏻 Kenneth Norton shares his ten-step plan for working with engineers. (Link)

👉🏻 Andy Dunn shares his way to get one thing right. (Link).

👉🏻 Julie Zhuo’s tips on working with designers.  (Link)