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CSO Imran Khan Explains Snapchat’s Rebrand to Snap Inc.

And reveals some interesting stats about the app's users

Snapchat's CSO says people spend 25 to 30 minutes in the app each day. Shutterstock, Snapchat

Under the newly created Snap Inc. corporate name, chief strategy officer Imran Khan revealed a couple of notable stats during his pitch today for advertisers at Advertising Week. 

The CSO said that over 60 million of Snapchat's more than 150 million daily users come from the U.S. and Canada. Speaking at Dmexco earlier this month, Khan said that 50 million of the company's users are in Europe, meaning that the U.S., Canada and Europe represent 110 million daily active users. More than two-thirds of those folks actually create daily content within the app, with the average person spending 25 to 30 minutes in it.

"We rebranded our company to Snap Inc. because we are bigger than just one app," Khan said. "Snap Inc. is a camera company—we believe that reinventing the camera represents our greatest opportunity to improve the way people live and communicate."

To Khan's point, the first product outside of Snapchat for Snap Inc. is a pair of sunglasses called Spectacles that have a built-in camera that syncs with the app to share and save photos. Unlike Snapchat's focus on vertical-oriented video, Spectacles shoots circular-shaped videos, which could give brands a new way to create videos that are both vertical and horizontal.

He also explained how Snapchat Stories work, which stitches three types of pictures and videos together: Live Stories that are collected for events and holidays; user-generated stories that users send to their friends; and Discover, the hub of professionally created content from media brands like Vice, Cosmopolitan and CNN.

To further drive home the idea that Snapchat is getting attention from big brands, Khan sat down with Ann Simonds, chief marketing officer at General Mills, to talk about the food company's work on the app.

Unsurprisingly, Simonds gave Snapchat the stamp of approval for a handful of its brands that have worked with the app including Cinnamon Toast Crunch, Totino's and Lucky Charms.

"Food is always on and prevalent in daily life, as taking pictures," Simonds said. "I approach all of these mediums as a place of play. While the mechanism and the machine is changing all the time, what has to remain front and center in all cases is the magic of the quality of the story. No amount of changes in all this technology or how we measure will make up for a bad idea."

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