Snap Inc.: One More Walled Garden, But Endless Opportunities for Brands

Media companies will have to play by Snapchat’s rules if they want their content to appear within the walled garden of the app.


In a classic coming-of-age tale, everyone’s favorite disappearing photo company has matured beyond its application roots and outgrown the “chat” in its name.

Snapchat now refers exclusively to the popular photo-sharing app that revolutionized the selfie, and it only represents one arm of the newly minted Snap Inc., a “camera company.”

The sleeker name is meant to reflect the company’s evolution beyond social, citing the release of Spectacles as its entry into hardware.

In a time when fewer and fewer platforms are identifying as “social,” Snap Inc.’s

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