Usually, a celebrity using their platform to talk about your product is a good thing. Drake playing Fortnite on Twitch for example. But what happens when it’s publicly denounced by someone whose every utterance is heard around the world? And what if that person was once one of the most popular users of your app?
Step forward, Kylie Jenner.
Jenner’s disappointment in the app was echoed by fellow users, and she, like many others, has started using Instagram Stories instead; ironically, a feature that originally was criticised for its similarities to Snapchat. After Snapchat underwent a controversial redesign earlier this year, many users have openly expressed their dislike of the new interface, so much so as to start a petition Yikes.
Jenner’s Snapchat was viewed by millions, not only a means of maintaining users but also as a way of publicising her own Kylie Cosmetics. So powerful is Jenner on the platform, fans would wait on tenterhooks for news of a new lipstick or eyeshadow palette, transforming a Snapchat into a place for exclusives (as well as a place for you to look at thousands of photos of your friends’ cat/flat lay avo toast/broken toe).
Snapchat should have taken the maxim “if it ain’t broke, don’t fix it” to heart. Celebrities are more accessible than ever thanks to social media we are able to see not only their every move, but their opinions on social media itself. After this incident, and another controversy involving an advertiser on the app (moral of the story, don’t p*** off Rihanna), things are looking grim for Snapchat as more and more of its users desert it.
So what happens now? One more celebrity un-endorsement might be the final blow to finish off what was once a social media titan. It’s not uncommon for people to flock from one platform to the next (anyone remember MySpace and Bebo?), but for Snapchat to crash so spectacularly over the space of a few months is remarkable. It’s going to take more than yet another interminable puppy filter to save it.