Snap looks to diversification of services as it sketches an augmented future

Sam Peña-Taylor

Camera-based messaging service Snapchat is expanding its core services in new directions, while prior innovations have held it steady in complicated new times.

Evan Spiegel, CEO of the image-based social site Snapchat, is frighteningly young to be at the helm of a major company. The 32-year-old executive remains integrally involved in the day-to-day of a business that many thought would be copied into oblivion by its larger competitor, Facebook (now Meta). Now he and Snap are embarking on a diversification of the business beyond the core photo-based messaging service.

The company can claim an important role in the development of the smartphone as we know it. Along with a host of other camera-based apps, like the now-defunct Vine or the now-ubiquitous Instagram, that...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands