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A 28-year-old who sold his company to Snapchat for $54 million and left to travel the world reveals why he hasn't spent a dime of his cut

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The Bucket List Family

In 2014, Snapchat acquired Scan, a company cofounded by Utah native Garrett Gee and two friends, for $54 million.

Scan's technology is the basis of Snapcode, the little black dots that populate Snapchat icons allowing users to scan and discover each other with their smartphone camera.

Following the sale, Gee banked his earnings (he declined to specify the exact amount of his cut to Business Insider) and completed a brief stint working for Snapchat.

"After three quick months, I decided to take my life back into my own hands and leave my job," the now 28-year-old said. "Perhaps the corporate life is a better fit for other personality types, but not for me. My mind and soul function best when I'm free and living true to myself, my passions, and my values."

His next move? Embarking on an around-the-world trip with his wife, Jessica, and their two young kids, now 2 and 4.

But Gee didn't use his Snapchat millions to fund the trip. Instead, the couple sold all of their belongings for about $45,000, agreeing to travel on that money for six months — until December 2015 — or as long they could last without dipping into savings.

Five months into their journey, the couple — who had begun documenting their travels as The Bucket List Family through blogging and social media — had spent all but $5,000 of their budget, Gee said. They'd managed to make the money last with lots of planning and frugal spending habits, like always buying the cheapest flights.

"Fortunately, about this same time, our social media began gaining enough traction that hotels, airlines, and other brands began working with us," Gee said. "At first they were just offering us accommodations or flights in exchange for marketing exposure through our social media. But then, as our community continued to grow, they began paying us as well. Right before we had spent through our initial $45,000, we turned the corner and became profitable."

In fact, their blog partnerships and sponsorships are now lucrative enough to fund their lifestyle completely. Over a year later, Gee says he still hasn't spent a dime of his Snapchat earnings.

"It is being safely saved and invested. I plan to live as if it doesn't exist and in a way, start over," Gee said. "I'm young and I want to keep my hard working entrepreneurial spirit alive and well! I don't want to get comfortable. I don't want to settle down. So for me, I'm starting back at zero and building my way up. Again."

As of January 2016, about 18 months after launching their brand, The Bucket List Family has 455,000 followers on Instagram and 41,500 YouTube subscribers. He and Jessica both spend about 20 hours a week managing the blog, social media channels, and partnerships.

Follow along with the family's 2017 travel adventures on their website.

Additional reporting by Cadence Bambenek.

SEE ALSO: How one 24-year-old runs a $70,000-a-month business while traveling the world

DON'T MISS: A couple who left their jobs to spend 3 months traveling the world explains why they chose to come home when they had time and money to spare

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The fabulous and charmed life of 26-year-old self-made billionaire, Snap CEO Evan Spiegel

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Life is good for Evan Spiegel.

His company, Snap Inc., is preparing for one of the most hotly anticipated initial public offerings of 2017 at a valuation of about $20 billion. The Snapchat app is beloved by teens everywhere, and Snap's recently released Spectacles glasses are one of the most sought-after gadgets.

And with an estimated net worth of $2.1 billion, Spiegel, 26, is the youngest self-made billionaire in the world, according to Forbes.

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Snapchat is making its app less confusing as it prepares to IPO

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Snapchat search

One of the longstanding knocks against Snapchat is that the app's design is confusing to use.

And with the company preparing for a massive IPO, that's something that might not sit well with investors looking for the next Facebook.

On Thursday, Snapchat took the first step to making its app easier to use and more accessible to the general public. 

An update to the app announced on Thursday, streamlines the app's design with more visual profiles and improved search capabilities.

A new search bar throughout the app lets you quickly jump into conversations with friends, and each profile can be represented by its own Bitmoji, the customizable emoji app Snapchat purchased for more than $100 million in July 2016.

Snapchat will also use the new search bar to surface the handful of media partners who create content in its app every day — so you'll be able to search for "CNN" to see its daily package of stories from Snapchat's Discover section.

Snapchat is also stepping up its crowdsourcing of user videos, which it calls "stories." Every one of the app's 150 million daily users will be able to submit video clips to a global "Our Story," which the company's employees will then collect around themed events and specific locations like a football game.

Snapchat update

A spokesperson said that Thursday's updates will be available to a limited number of Android users first before they're made available to all Snapchat users "soon."

Snapchat parent company Snap Inc. is preparing for an initial public offering that could value its advertising businesses at between $20-25 billion.

SEE ALSO: Facebook has a mysterious team working on tech that sounds a lot like mind reading

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NOW WATCH: The fabulous and charmed life of 26-year-old self-made billionaire, Snap CEO Evan Spiegel

Snapchat is being sued over its Spectacles eyeball logo

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snapchat vending machine

Snapchat's parent company, Snap, is being sued over the eyeball logo featured on Spectacles vending machines.

Glasses brand Eyebobs is claiming trademark infringement in a lawsuit filed in Minnesota federal district court. The company claims it registered an eyeball logo in the US in 2008. 

A second eyeball logo against a yellow background was registered in August last year.

Eyebobs is claiming trademark infringement, false designation of origin, and deceptive trade practices.

The eyeball in question features on the vending machines Snapchat has dotted around the US to dispense Spectacles. The logo also featured prominently on a dedicated Spectacles pop-up store in New York.

Snapchat and Eyebobs logo

Eyebobs claims the similarity between the two eyeballs will "cause confusion" among customers and damage its business. The brand not only wants Snap to stop using the offending eyeball, but to hand over an unspecified amount of money "to be proven at trial".

Snap has yet to response to a request for comment.

It isn't clear that Snap will take the claim seriously. A number of companies are trying to sue the company for infringements, with Canadian firm Investel filing a claim in August over Snapchat's geofilters, and Snap Interactive trying to prevent the rebrand to Snap.

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Evan Spiegel is selling his vision to investors ahead of Snap's huge IPO

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Evan Spiegel

Evan Spiegel, the cofounder and CEO of Snap Inc., met with potential investors in New York City last week as the company starts to mobilize backers for its highly anticipated initial public offering, according to people with knowledge of the matter.

Snap, the Los Angeles-based parent company of the picture-messaging app Snapchat, filed confidential paperwork last fall for an IPO, setting the wheels in motion for what's likely to be the largest tech debut in years.

It's still expected to list its shares in late March at a value of between $20 billion and $25 billion. No decision has been made on which exchange Snap will list its shares on, sources said.

Snap was able to file confidentially with the Securities and Exchange Commission because it has annual revenue of under $1 billion. It can't hold formal meetings — the official IPO "roadshow"— with investors until 21 days after its financial statements are made publicly available. To meet a late-March-debut goal, Snap has until mid-February to make its paperwork public.

But Spiegel and his team have visited potential investors for "educational" meetings — in other words, to introduce them to the technology and sell Spiegel's vision for the future of the company. Those meetings brought him to New York last week, the people who spoke with Business Insider said. The Wall Street Journal reported last month that Snap executives have held the meetings in several cities around the US.

The company's 26-year-old CEO is leaving the nuts and bolts of the deal process to his chief financial officer, Drew Vollero, the former Mattel executive who joined the company in 2015, and his chief strategy officer, Imran Khan, the former Credit Suisse investment banker known for helping take Alibaba and several other tech companies public.

Spiegel will, however, be the focus of the message that management conveys to investors, three people said. He will be framed as a visionary, similar to how Facebook CEO Mark Zuckerberg was depicted before that company's flotation.

"Evan is the visionary — Evan is the story," one person told Business Insider.

Snap lieutenants are also scheduled to meet with stock analysts next week, according to a report earlier this week by Axios' Dan Primack. These meetings are meant to help the analysts refine their financial models — again, ahead of the release of official financial statements — and the documents could be public soon after.

The precise timing of the release of the financial statements, in what's called an S-1 filing, and of the entire IPO is subject to change, of course. The timeline could be delayed if Snap faces questions from the SEC over its disclosures, if investor sentiment toward stocks sours substantially, or if early feedback from the investor meetings is somehow lackluster.

Snap declined to comment.

Wall Street-friendly

For months Snap's IPO has been a foregone conclusion on Wall Street and in Silicon Valley. The company last year added a seasoned IPO specialist to its board and then changed its name from Snapchat to Snap in a move that it said was meant to speak to potential public investors.

snapchat ad"You can search Snapchat or Spectacles for the fun stuff and leave Snap Inc. for the Wall Street crowd :)"the company said in a blog post in September.

The company's business is quickly evolving from the chat app that gave it its name. The company has increased advertising and added news, and last year it began selling its Spectacles, eyeglasses that can take photos and record video.

On Thursday the Snapchat app was updated to make it easier to use and less confusing for the general public.

Still, with Snap potentially valued at as much as $25 billion, the company will need to explain what its total addressable market can be — outside of the millennial demographic it's already popular with. Snap said in June that it had 150 million daily users. But Instagram, the rival photo app owned by Facebook, has already reached the same number of daily users since launching a Snapchat-like service, dubbed "Stories," in August.

Snap will also have to lay out a vision for how revenue can grow from less than $1 billion to many billions. And the angle Snap chooses in pitching itself to Wall Street will be important. The company's recent foray into hardware and its new identity as a "camera company" could cause investors to value it differently than a pure-play internet company, where profit margins are typically higher.

Snap also faces two lawsuits filed since news of its IPO plans broke last year, including one from a former employee who is accusing the company of lying to investors about its growth metrics. Snap said it thinks the suit has no merit.

SEE ALSO: The fabulous and charmed life of 26-year-old self-made billionaire, Snap CEO Evan Spiegel

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Sony Entertainment's CEO is stepping down to go all in as Snap's chairman ahead of IPO

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michael lynton

Sony Entertainment CEO Michael Lynton is stepping down from his position to focus on another role: Chairman of Snap Inc. 

Lynton has been a trusted adviser to Snap's Evan Spiegel and on the board of Snapchat's parent company since 2013. He's now been recognized officially as chairman of the board at Snap, according to The New York Times.

In a memo to staffers, published in the Hollywood Reporter, Lynton said he was leaving Sony to focus on his growing responsibilities as chairman of the company on the edge of an IPO

"As some of you are already aware, I have been involved with Snapchat since its early days. Given Snapchat’s growth – and my growing role and responsibilities in it – I recently determined that the time was right to make a change," Lynton said in his note to the company.

He'll remain with Sony for the next six months to oversee the transition. Snap declined to comment.

Lynton's close ties with Snapchat were infamously exposed following the Sony hack in December 2014. Lynton's leaked emails exposed the inner-workings of the secretive company, including the unannounced acquisition of Vergence Labs which became the basis of Snap's recently released Spectacles smart glasses.

SEE ALSO: Evan Spiegel is selling his vision to investors ahead of Snap's huge IPO

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Yahoo CEO Marissa Mayer's next job should be a tech investor — her track record proves it (YHOO)

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Marissa Mayer

No one knows for sure what Yahoo CEO Marissa Mayer will do after Verizon completes its planned $4.8 billion acquisition of the company.

Given her experience, Mayer could pursue another CEO job. Or take an executive role at a big tech company. She could even launch her own startup.

What we know so far is that Mayer has said she wants to stay at the Verizon-owned Yahoo. And she will step down from the board of the remaining, un-acquired parts of Yahoo — mostly the company's Asian investments — after the proposed deal closes.

But Mayer's best bet might be to dive into an area she's never officially been a part of: venture capital.

According to Pitchbook data, Mayer has been a prolific investor since 2009, making over 20 early bets on startups that became big hits, like Square, Brit Media, and GetAround, as well as Snapchat's 2014 round that propelled the app maker's valuation to a whopping $10 billion. (Snapchat wasn't Mayer's personal investment — it was made through Yahoo when she was CEO.)

And although she took some beatings with One Kings Lane, the once $900 million startup that recently sold for $12 million, the rest of Mayer's portfolio proves she could be a surprisingly shrewd VC investor in an industry that's known for its notoriously high fail rate.

Prolific investor

Mayer's first personal investment was in Square's 2009 Series A round, which valued the company at $45 million. Square is now public and has a market cap of $5 billion.

According to Pitchbook, some of her other personal investments include:

  • Minted: Invested in Series B round valuing it at $47 million; now worth $422 million.
  • GetAround: Invested in Series A round valuing it at $44 million; now worth $144 million.
  • Wealthfront: Invested in Series E round valuing it at $287 million; now worth $700 million.
  • Lever: Invested in Series A round valuing it at $48 million; now worth $97 million.
  • Periscope Data: Seed investment in 2012; now worth $100 million.
  • Kamcord: Seed investment in 2012; now worth $115 million.
  • Brit Media: Seed investment in 2012; now worth $70 million.
  • uBeam: Invested in Series A round valuing it at $57 million; now looking to raise at a $500 million valuation, Pitchbook says — although it has recently been involved in a big controversy.

Of course, startup valuations are sometimes considered vanity numbers that don't always reflect the health of the overall business. Also, Mayer has a horrible acquisition history at Yahoo that calls her eye for good startups into question.

Still, buying and investing are different. And the fact that most of the startups in Mayer's portfolio continue to raise new rounds of financing at higher valuations says something about Mayer's ability to make the right call.

Snapchat

Mayer's best investment might not be any of her personal investments. Instead, the lone VC funding she made for Yahoo in Snapchat's parent company, Snap, might turn out to be the biggest hit.

Yahoo never officially confirmed the size of its investment in Snap. Some reports said it was $20 million, but a person with direct knowledge of the deal told Business Insider that it was "somewhere below nine figures and well above" that.

"It's not small. It's not huge. But it is a nice investment and a very good return for Yahoo," this person said.

So what makes Mayer a good investor?

For one, she has a huge network in Silicon Valley — including the famous Google APM crowd she created— that she could tap into. Her engineering knowledge and experience seeing companies go through stages of growth at both Google and Yahoo also help. She sits on the board of Walmart, too, giving her insights into how non-tech companies work.

Yet it doesn't seem as though Mayer views being a VC as a full-time gig for her anytime soon. When asked during a recent interview with Bloomberg about where she sees herself in the next five years, Mayer said still in a CEO role.

"I think that I built a really strong set of skills and experiences as a chief executive, and I really hope I get the opportunity to apply those skills," she said.

SEE ALSO: Amazon wants government permission to run mystery wireless tests in rural Washington

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Snapchat adds search function

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Snapchat Demographics

This story was delivered to BI Intelligence Apps and Platforms Briefing subscribers. To learn more and subscribe, please click here.

Snapchat has added a universal search bar at the top of the app that lets users instantly search for friends, groups, Discover publishers and curated Our Stories, TechCrunch reports.

The new feature has started to roll out on Android and will soon be available to all iOS and Android users.

The new functionality will help Snapchat address search and discovery issues:

  • Search. Snapchat previously only let users search for other accounts, and would surface results that exactly matched that inputted query. Accessing search was also a longer process, requiring users to swipe down and then tap on an extra button.
  • Discoverability. Snapchat falls short of the competition when it comes to surfacing relevant, interesting, and trending content. This could soon change with the availability of the new universal search tab.

This will foster Snapchat's endeavor to expand its reach as a platform, as well as its ad revenue opportunities:

  • Expanded platform. The universal search bar introduces a new screen into Snapchat, giving the app’s Product team a wider canvas to add new features. The interface could lay the groundwork for an expanded Snapchat experience that gives users more ways to explore and interact on the platform, perhaps in ways that mimics Facebook's and Instagram’s broad functionalities.
  • Drive ad revenue. Building out the search experience within Snapchat yields new revenue opportunities around advertising. This could be achieved through search advertising, with paid placements or suggested searches within the interface, as described by TechCrunch. Alternatively, getting users to search on the platform will provide Snapchat with behavioral data that can be harnessed for targeted ads.

Mobile-app makers and content creators are vying for consumer attention in a crowded and noisy market.

Even if an app can stand out enough to prompt a consumer to download it from among a list of millions, it then faces the challenge of enticing him or her to use it enough times to recuperate development, maintenance, and marketing costs. To make matters worse, those marketing costs have hit record-high levels over the past year as discoverability has become more challenging.

And while consumers are spending more time in apps, most of that time is spent in a few favorites. Consumers spend almost three-quarters of their total smartphone app time in just their three favorite apps, according to comScore. 

But it's not all doom and gloom: There are numerous tools at a publisher's disposal to engage and re-engage consumers, and there are new products and solutions coming to market that can help alleviate some of the issues around this app engagement crisis.

Jessica Smith, research analyst for BI Intelligence, Business Insider's premium research service, has compiled a detailed report on app engagement that explores the current state of the app market, the issues around engaging consumers, and the tools at a publisher's disposal. It also identifies best practices for the implementation of some app engagement tools, and presents the pitfalls that some publishers fall into in this pursuit. 

Here are some key takeaways from the report:

  • The app market today is challenging and volatile. It's difficult to stand out, and most apps have to be offered for free in order to entice consumers who have too much supply to choose from. This puts greater emphasis on engaging consumers after they've downloaded an app in order to recoup costs. 
  • Consumers are more difficult to engage today, as most have dozens of apps installed on their devices yet spend most of their time in just a select handful of favorites. 
  • There are numerous solutions at hand for mobile app publishers and content creators seeking to engage consumers. Push notifications, in-app messaging, and app message centers with badges are three tools publishers can use to engage consumers. 
  • While many publishers mistakenly rely solely on push notifications for app engagements, this is a poor practice because many consumers don't allow push notifications and those that do can easily be overwhelmed when they receive too many. 
  • The best solution often includes leveraging two or three of these tools to engage consumers with the right message at the right time. The technology in this market has grown increasingly sophisticated, and publishers that don't diversify their approach run the risk of annoying their consumers to the point of abandonment. 
  • There are emerging engagement technologies that will change the current app engagement norms and present new ways for app publishers to communicate with users. The mobile ecosystem is changing quickly as technology improves and consumers become more comfortable conducting more activities on mobile devices.

In full, the report:

  • Identifies the major challenges in today's app market and explains why employing good app engagement practices is more important than ever before.
  • Presents the major app engagement tools currently available.
  • Examines the pros and cons of each app engagement tool while outlining some pitfalls that publishers encounter in implementing them. 
  • Prescribes best practices for adopting various app engagement tools or strategies. 
  • Assesses how the market will likely change over the next five years as emerging technologies change both consumer behavior with mobile devices and introduce new tools with which to engage consumers. 

Interested in getting the full report? Here are two ways to access it:

  1. Subscribe to an All-Access pass to BI Intelligence and gain immediate access to this report and over 100 other expertly researched reports. As an added bonus, you'll also gain access to all future reports and daily newsletters to ensure you stay ahead of the curve and benefit personally and professionally. »Learn More Now
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Nearly all of Snapchat's software developers in London used to work for Amazon

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Claire Valoti

Snap, the parent company of Snapchat, has poached several engineers from Amazon for its new London-based engineering team, according to LinkedIn.

LinkedIn profiles show that Snapchat's engineering team in London — thought to be eight people strong — is predominantly made up of software developers who used to work for Amazon.

The LA-headquartered camera company, which employs over 75 people in London and around 1,500 staff worldwide, hired former Amazon software development manager Ricky Leatham last September as its senior engineering manager in London.

LinkedIn shows that Leatham — who did a brief eight-month stint at on-demand business card printing firm MOO immediately after Amazon — has hired several of his former Amazon colleagues since he was hired by Snapchat. Hires include:

  • Daniel Silva: a former senior software development engineer at Amazon. Silva worked at Amazon from 2010 to 2016 in London and Tokyo. He joined Snapchat as a software engineer in December 2016.
  • Peter Lapin: a former software development engineer at Amazon. Lapin worked on Amazon's Instant Video team from March 2014 to November 2016. He joined Snapchat as a software development engineer in November.
  • Kevin Thornberry: a former software development engineer at Amazon. Thornberry worked in the Amazon Development Centre in London from July 2013 to December 2016. He joined Snapchat as a software engineer in December 2016.
  • Piers Cowburn: a former senior software development engineer at Amazon. Cowburn worked for Amazon from March 2009 to February 2016. He joined Snapchat in March 2016 as a software engineer.
  • Radina Kalpakova: a former software development engineer at Amazon. Kalpakova worked at Amazon from September 2013 to November 2016, helping to develop the Amazon Instant Video app on iOS. She joined Snapchat as a software engineer in November 2016.

Snapchat Spectacles 13There are only two LinkedIn-listed people from Snapchat's London-based engineering team that haven't worked for Amazon.

One is David Lipowicz, who has interned at Google, Palantir, and IBM over the last few years, and the other is Sofie Thorsen, who use to work at Skype and Spotify.

A Snapchat spokeswoman said that Snapchat had nothing to share and that the company is focused on hiring talent. Amazon declined to comment.

Stevie Buckley, founder of HR and hiring consultancy firm Talent Stuff, said: "It's not particularly unusual for an engineering manager to hire a number of former colleagues in a situation like this, however, when such a small team hires multiple people from the same source, they tend to inherit an entirely new cultural dynamic within the company and that's not always healthy."

Overseeing all of Snapchat's hiring efforts in the UK and across Europe is Donna Demnan, who used to work for Candy Crush creator King and Space Ape Games.

"What I find particularly interesting is that Snap recently hired a Lead Recruiter who's background is primarily within the gaming industry," said Buckley. "It's inevitable that this person will introduce a number of hires from the gaming industry which will provide an interesting contrast to the more 'traditional' Amazon engineer."

Snapchat, which has also poached staff from BuzzFeed, Twitter, Instagram, and Facebook for its London office, announced last week that it has made London its non-US hub. As a result, all of Snapchat's non-US revenues will be processed in London when it doesn't have a local presence in the country where the revenues are generated.

Claire Valoti, the general manager of Snap Group Limited, Snapchat's UK company, said in a statement: "We believe in the UK creative industries. The UK is where our advertising clients are, where more than 10 million daily Snapchatters are, and where we've already begun to hire talent."

At the time of the announcement, a Snapchat spokesperson said that Snapchat has a small but growing engineering team in London. The engineering team in London is not working on any one specific part of the Snapchat platform, Snapchat said. Instead, it's contributing code to a variety of Snapchat features.

Snapchat has a three-floor office in London's Soho district, but the company said it is set to open an additional site nearby.

Snapchat quietly filed paperwork with the US Securities and Exchange Commission last year to go public in 2017. The company is seeking a valuation of $20 billion (£16 billion) to $25 billion (£20 billion), a source familiar with the matter told Business Insider in November.

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The creator of Timehop now works for Snapchat

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timehop founders

Timehop cofounder and CEO Jonathan Wegener has joined Snapchat to work on product design, a Snap spokesman confirmed to Business Insider.

Wegener joining Snap may seem odd given that Timehop is all about remembering your old photos and Snapchat was created with ephemeral messaging in mind. But Wegener's expertise could aid the development of Snapchat's Memories feature, which lets you save photos and videos you shoot in the app for later.

Recode's Peter Kafka first reported that Wegener is joining Snap on Wednesday.

Shortly after Snapchat introduced Memories last summer, Wegener published a blog post praising the app's design decisions.

"I believe Snapchat more than anyone else today understands the intricacies of how users think about photos and their mobile devices—and a lot of is in line with what I’ve seen in Timehop user testing sessions and my own field observations," he wrote.

Timehop lead designer Matt Raoul replaced Wegener as CEO of the New York-based startup last week. The app has faced stiff competition from Facebook since it launched its nostalgic "On This Day" clone of Timehop in 2015.

SEE ALSO: Snapchat realizes that you don't want everything to disappear

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NOW WATCH: The fabulous and charmed life of 26-year-old self-made billionaire, Snap CEO Evan Spiegel

Snapchat hired a high-level State Department official to lead its global public policy

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Jennifer Park Stout

Snap Inc. has hired Jennifer Park Stout, who is currently deputy chief of staff to the Secretary of State, to be its new head of global public policy. Stout's job change was noted on her LinkedIn. Snap confirmed to Business Insider that she will be joining the company. 

The move comes as Snap, the parent company of Snapchat, looks to deepen its ties to Washington ahead of a hotly-anticipated initial public offering that could value its business at around $20 billion. Last week, the company said it had also recruited senior state department official, Rick Stengel, to be a senior adviser to the Venice, Calif.-based company. 

Stout has spent most of her career in government, having started her career working as legislative aide for then-Senator Joseph Biden in 1998. She spent one year working for insurance company MetLife as its VP for International Government Affairs, before returning to work at the U.S. Department of State, most recently as its deputy chief of staff. 

Now, Stout is going back to the private sector to lead Snap's global public policy initiatives. Ex-Googler Micah Shaffer will remain in his role as Snap's director of public policy, reporting to Stout.

Stout's hire makes her the latest government official to join the startup world, and one of the few female executives at the company. Airbnb's head of global public policy, Chris Lehane, previously served as a close aide to Bill Clinton. Obama's campaign mastermind, David Plouffe, also recently joined the Chan Zuckerberg Initiative after a short stint leading policy at Uber.

SEE ALSO: Evan Spiegel is selling his vision to investors ahead of Snap's huge IPO

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NOW WATCH: The fabulous and charmed life of 26-year-old self-made billionaire, Snap CEO Evan Spiegel

Nasdaq hired a helicopter to court Snapchat ahead of its IPO

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NYSE banner Snapchat

SAN FRANCISCO/NEW YORK, Jan 19 (Reuters) - This past November, Nasdaq Inc hired a helicopter to film Manhattan's skyline using Snapchat's new video-camera sunglasses and sent the aerial footage to its social media followers.

The New York Stock Exchange — its arch-rival — on the same day tweeted a video shot from the floor of its exchange, showing that it too was using the social media giant's gadget.

The scramble to promote Snapchat's "spectacles" is revealing the fierce competition between the two exchanges to host initial public offerings (IPOs) of prominent technology startups.

Experts say the contest is less about the fees exchanges generate from such listings than it is about bragging rights.

"Sometimes exchanges go to relatively extraordinary lengths in order to attract a high-profile new listing," said Lise Buyer, a principal with the IPO advisory firm Class V Group.

Snap Inc, Snapchat's parent company, is eyeing a spring debut that may peg its value as high as $25 billion (£20.2 billion), sources have told Reuters. It would be the biggest U.S. tech IPO since Facebook Inc in 2012.

The listing would likely only generate a few hundred thousand dollars in annual fees, but Snap's IPO carries prestige that could help an exchange win future business.

The popular messaging service is just one of many private technology companies expected to go public in the next year or two, including peer-to-peer lodging company AirBnB Inc and streaming music service Spotify Ltd.

"Competition among the exchanges is fierce and winning large, marquee companies can have a halo effect that results in future listings business," said Alex Wellins, co-founder of IPO advisory and investor relations firm Blueshirt Group.

Snapchat is discussing a potential listing with both Nasdaq and NYSE, which is owned by Intercontinental Exchange Inc , and has not made a decision yet, people familiar with the situation told Reuters. Snapchat, Nasdaq and NYSE declined to comment.

Flashy Promos

Exchanges, much like investment banks, often begin courting high-profile companies long before they are ready to list.

Nasdaq and NYSE compete over their technology, fees, reputation and support services for investor and public relations. Their marketing includes buying advertising in publications and outdoor signage for the companies, IPO advisers said.

Up until now, the efforts to land even the most high profile IPOs - such as Facebook and Twitter - happened largely behind the scenes, with theatrics saved for listing day celebrations.

For instance, NYSE once let a monkey ride a horse around its trading floor to mimic E*Trade Financial's television commercial when the online broker switched exchanges in 2001. The listing for E-trade has since returned to Nasdaq.

In 2015, Nasdaq built a 60-foot pool in Times Square for a canine aquatics competition to celebrate the listing of dog food company Blue Buffalo Pet Products Inc.

With a public platform such as Snapchat though, the exchanges want to show they understand and support the technology while they are still competing for the listing.

Having their products used by the exchanges can also be an important signal of their loyalty, said Pat Healy, chief executive of Issuer Advisory Group, who has advised companies such as Facebook, Zillow and Groupon on where to list.

"I'll do business with you if you give me the listing. I'll buy advertising in your newspaper. I'll fly your airline. I'll use your computer system," Healy said, describing the types of promises exchanges make.

To be sure, a strong social media presence is important for both the exchanges, and both use many social media platforms to promote themselves and the companies that list with them.

Rolling out the banner

For Nasdaq, a Snapchat win would help redeem itself from famously bumbling Facebook's IPO with massive technology errors.

Long known as the home for tech IPOs, the Facebook fiasco put Nasdaq on the defensive. The exchange commanded 85 percent of technology IPO proceeds in 2012, but by 2014 that plunged to 11 percent, according to Thomson Reuters data.

Nasdaq has since recouped a sizeable chunk of those losses but it has been a slow period for tech IPOs. The last high-profile U.S. Internet company to go public, Twitter Inc, joined NYSE in 2013.

Still, with fewer companies going public, the stakes are getting higher to lure listings.

Josh Machiz, a Nasdaq executive focused on its social media efforts, said the exchange chose to rent the helicopter because it wanted to come up with something "exciting and thoughtful" for the launch of Snapchat's first hardware product. He declined to comment on any effort to win the Snap IPO.

As for NYSE, it draped a large, bright yellow banner outside its Lower Manhattan building to invite Snapchat followers in October, the same month media reported Snapchat had hired underwriters. Such banners are usually reserved to celebrate the first listing day of companies.

(Reporting by Lauren Hirsch in New York and Liana B. Baker in San Francisco; Additional reporting by Olivia Oran and John McCrank in New York; Editing by Carmel Crimmins, Lauren Tara LaCapra and Bernard Orr)

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Snapchat's ad targeting is starting to look more like Facebook's

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Snapchat has long resisted the kind of hyper-targeted ad tracking that makes Google and Facebook billions every year.

But now the Venice, California company will show ads based on what its users buy in the real world, thanks to a partnership with Oracle Data Cloud announced on Thursday. The move comes as Snap prepares a public offering that could value its business at $25 billion.

Oracle's treasure trove of data will let advertisers serve ads in Snapchat based on offline purchases and loyalty reward programs. Snapchat already lets advertisers target its 150 million daily users based on their behavior in the app, but this is the first time that it's used a third party to target ads.

Early advertiser partners in the program are Honda, Kia, The Honest Company, and STX Entertainment, which will target Snapchat users who buy tickets from movie theaters. Advertisers will be able to target ads based on 100 shopping categories, like "cosmetics" and "consumer tech," but not target people based on the specific products they buy, a Snap spokesperson told Business Insider.

Snap CEO Evan Spiegel has been a sharp critic of ad targeting techniques used by competitors like Facebook, even as his company has aggressively expanded its ad offerings through numerousad measurement partnerships and an automated ad sales system.

"We're going to stay away from building really extensive profiles on people because that's just bad and doesn't feel very good,"Spiegel told AdWeek in 2015.

SEE ALSO: The fabulous life of Snap CEO Evan Spiegel, the world's youngest self-made billionaire

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T. Rowe Price is pushing back on Snap's plans to only sell non-voting shares in its IPO

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Evan Spiegel

T. Rowe Price, the mutual fund giant that is one of Snap's biggest backers, has reportedly "quietly and persistently" objected to a plan put forth by the internet company's founders to only sell non-voting shares when it goes public, according to the Australian Financial Review

While many tech companies, like Facebook, have remained founder-controlled after a public offering, Snap Inc, the parent company to Snapchat, plans to take a more extreme approach to retaining founder control. According to the Wall Street Journal, the company has decided to only sell nonvoting shares when it goes public.

If its founders get their way, it would mean Evan Spiegel and Bobby Murphy would retain 70% of the voting power while only owning 45% of the stock, the WSJ reported, citing sources familiar the matter.

That situation doesn't sit well with T. Rowe Price's CEO Bill Stromberg. 

"We want our clients to have the vote they deserve. So we are quietly and persistently advocating for change," Stromberg said in an interview with the Australian Financial Review.

"These companies are so powerful that they can arrange their IPOs such that they keep all the voting power," Stromberg continued. "This is not an adversarial discussion but one in which we are pretty firm about."

Snap declined to comment on the discussions. A spokesperson for T. Rowe Price initially declined to comment on the voting proposal but said it looks forward to working with Snap in the future. The giant mutual fund invested in Snap's $1.8 billion Series F round in May 2016.

“We take our obligation to represent our investors’ interests very seriously," T. Rowe Price said in a statement to Business Insider. "We believe our investment in Snap continues to be in our investors’ best interests. We have a very good relationship with Snap and its management team, and we look forward to continuing our partnership in the future."

T. Rowe Price later updated its statement to dispute that Stromberg was specifically referencing Snap and said it is not currently contesting it: "Contrary to certain news reports, T. Rowe Price is not contesting the plan by Snap Inc. to issue non-voting shares in its impending initial public offering. ... While we generally do not favor proposals that would create disproportionate voting rights, we evaluate each proposal on a case-by-case basis solely with the best interests of our clients in mind."

Stromberg's remarks come during the crucial lead-up before Snap is expected to kick off the share sale. The Los Angeles-based company filed confidential paperwork last fall for an IPO, setting the wheels in motion for what's likely to be the largest tech debut in years. 

Spiegel has been meeting with potential investors in New York already for educational briefings, and the company is rumored to be conducting analyst briefings this week. That puts Snap on a timeline to go public as early as the end of February if everything goes according to plan. Whether or not T. Rowe Price's pushback against the proposed share structure delays its public offering remains to be seen.

SEE ALSO: Snapchat's ad targeting is starting to look more like Facebook's

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Snap fires back at ex-employee who alleged it inflated its numbers pre-IPO

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Snap is calling a fired employee's lawsuit a "late-breaking bid" to air "sensationalist allegations" as the company prepares for long-awaited IPO, according to a new court filing. 

In early January, Snap's former growth lead Anthony Pompliano filed a lawsuit that alleged the company had been "falsely misrepresenting" itself, that he was hired away from Facebook so that Snap could gain confidential information on a rival, and that he was fired under false pretenses after raising concerns about Snap's growth metrics.

Snap Inc., as Snapchat is now called, denied the allegations in a new court filing.

In a court filing, dated January 18, the company said Pompliano's "allegations against Snap are false from top to bottom and right out of his allege-fraud-against-former-employers playbook."

Pompliano accused Snapchat of damaging his reputation and hindering his efforts to find a job after working at the company. But Snap says that it couldn't have done such a thing given that Pompliano did in fact obtain a job at another social media company shortly after he left. And Snap said that Pompliano sued that company too, in March 2016. (That suit against Brighten Labs Inc. is related to fraud and failure to pay wages).

Snap also disputed the allegations that it had misrepresented its growth metrics to investors. "He provides no support for these allegations — unsurprising because he worked at Snap for three weeks, was not on the executive team, and did not even interact with investors," Snap's filing states.

Now, the company on the brink of a $20 billion IPO wants the court to return the case to arbitration, arguing it was brought unfairly. Pompliano's lawyer did not respond to request for comment.

SEE ALSO: T. Rowe Price is pushing back on Snap's plans to only sell non-voting shares in its IPO

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There's a Snapchat beta that lets you test new features before anyone else — here's how to install it

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When Snapchat introduces a new feature, it often tests it first with users of its free beta program.

This program isn't exclusive to Snapchat employees; anyone can sign up and get the latest updates before the vast majority of Snapchatters. The only catch is that the beta program is for Android phones only.

If you have an Android phone and want to get the latest Snapchat features, like the recently redesigned search interface, here are the steps:

Snapchat warns that its beta version could be more unstable than the normal app, so don't be surprised if it crashes occasionally.

SEE ALSO: Snapchat's ad targeting is starting to look more like Facebook's

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Snapchat is opening itself up to more ad targeting

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Biggest Social Media IPOsThis story was delivered to BI Intelligence "Digital Media Briefing" subscribers. To learn more and subscribe, please click here.

Snapchat’s ad targeting abilities have gone up another notch, The Wall Street Journal reports.

A new deal with Oracle Data Cloud (formerly Datalogix) will help match Snapchat users to offline purchasing behavior, allowing marketers to deliver more targeted ads and to better track sales conversions from Snapchat ads.

The deal means Snapchat has finally opened up to ad targeting using third-party data. It’s a first for the social giant, which until now shunned a practice that’s commonplace among its rivals. Google, Facebook, and Twitter have had similar partnerships with Datalogix for a while now, so the Oracle Data Cloud deal will help Snapchat compete against its peers in attracting greater interest from brand advertisers. This will help stoke investor appetite for Snap as the company gears up for an IPO. 

Marketers will now be run ads on Snapchat according to 100 different target audiences. These are based on consumer profiles like “cosmetics shopper” or “consumer tech shopper.” However, advertisers won’t be able to target users based on specific products they’ve bought, a Snap representative told Business Insider. This development follows up on the rollout of Snap Audience Match in September, which let marketers use their own lists of email addresses and mobile device IDs to target Snapchat users, and the debut of Snapchat's ads application programming interface (API), which also coincided with a spate of partnerships with over a dozen ad measurement companies. 

Relatedly, Snapchat is touting its user engagement to justify a $20 billion IPO valuation. The company has given a heap of engagement metrics to the bankers underwriting its IPO, including numbers on daily active users — which is just above 150 million — the percent of users who take photos in the app, how many of these photos feature geofilters and how many are being saved as Memories, and the percent of users who send messages through the chat feature.

Consumers continue to increase their time spent consuming digital media, while advertisers continue to increase their ad budgets into digital channels.

The influx is not expected to let up in the near future. The US digital advertising industry will continue to experience remarkable growth through 2021 to reach nearly $100 billion in annual revenue, driven primarily by the sustained migration of ad dollars from traditional TV to digital video and the continued increase of social spending. 

Overall, the strong growth of the US digital ad market can largely be attributed to increased time spent by consumers on digital media and brands' increased comfort with allocating budgets to digital formats, particularly on digital video. In a recent 2016 survey of almost 400 US ad agencies and marketers, the IAB found that two-thirds of respondents plan on increasing spending on digital video in the next year. 

Moreover, mobile will become the top destination for digital ad spending as advertisers continue to attempt to resolve the disconnect between the rapid growth in time spent on phones and tablets and the relatively small share of ad budgets that are allocated to such platforms — known as the mobile opportunity gap. In fact, mobile is set to eclipse desktop ad spend by 2018.

Dylan Mortensen, senior research analyst for BI Intelligence, Business Insider's premium research service, has compiled a detailed report on U.S. digital media ad revenue that forecasts revenue trends over the next five years and outlines the key growth drivers for overall digital ad revenue in the U.S.

Here are some key points from the report:

  • US digital ad revenue is expected to reach nearly $100 billion by 2021, according to BI Intelligence estimates. This represents compound annual growth of 8% from the $68.9 billion expected in 2016. 
  • Mobile is positioned to become the top destination for digital ad spending as advertisers continue to attempt to close the "mobile opportunity gap."
  • Digital video advertising will grow faster than any other segment over the next five years, as consumers shift time spent online to phones and tablets. Revenue in this category is forecast to rise from $8.5 billion in 2016 to $23 billion in 2021.
  • Social advertising in all formats is gaining traction and will be among the key drivers of digital ad growth in the next five years. Social ad revenue is poised to climb to $30.8 billion by 2021, up from $15.5 billion this year.
  • Artificial intelligence, augmented and virtual reality, and sponsored content will help propel further digital ad growth in the next decade.

In full, the report:

  • Forecasts US digital ad revenue through 2021.
  • Highlights the rising popularity of digital media with consumers and brands.
  • Explores why digital video advertising growth will exceed all other formats over the next five years.
  • Outlines emerging technologies that will help propel ad growth in the next decade.

To get your copy of this invaluable guide, choose one of the following two options:

  1. Subscribe to an All-Access pass to BI Intelligence and gain immediate access to this report and over 100 other expertly researched reports. As an added bonus, you'll also gain access to all future reports and daily newsletters to ensure you stay ahead of the curve and benefit personally and professionally. » START A MEMBERSHIP
  2. Purchase & download the full report from our research store.» BUY THE REPORT

The choice is yours. But however you decide to acquire this report, you’ve given yourself a powerful advantage in your understanding of digital media ad revenue.

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Snapchat is cracking down on racy and misleading content as it prepares to IPO

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Snapchat will start cracking down on overtly sexual and misleading stories in its Discover section, a company spokesperson told Business Insider on Monday.

Publishers who participate in Snapchat Discover will be required to not show "sensitive content, including profanity, overly sexualized content, and violent content." Snapchat is leaving an exception for content that publishers deem newsworthy, as long as a warning is shown first.

The decision comes as Snapchat parent company Snap Inc. prepares to go public at a potential $25 billion valuation in the coming weeks. Snap was also sued last year by the mother of a 14-year-old boy who claimed the app regularly showed explicit content to minors without proper age warnings. The lawsuit has since been settled outside of court.

Snapchat's new Discover guidelines, which were first reported by The New York Times, are intended to "keep Snapchat an informative, factual, and safe environment for everyone," according to a spokesperson. Snapchat will also let publishers restrict sensitive content from being seen by users under the age of 18 starting in February.

"We take the responsibility of being a source of news, entertainment and information for our community of more than 150 million daily active Snapchatters very seriously," a Snap spokesperson said in an emailed statement. "Snapchatters are curious about the world. They want to know about what’s important, not just what’s popular. They want to see and experience new things — unique stories from credible voices and varied perspectives."

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Snapchat's Discover section has been critiqued in the past for its racy, tabloid-esque from publishers like the Daily Mail, but now the app is stressing that media outlets it works with will fact-check their stories and not falsely impersonate other publishers or people.

The change of tone should help Snapchat's ad offerings sit better with potential investors and keep the app from promoting the fake news that plagued Facebook in the months leading up to the presidential election.

SEE ALSO: Snapchat's ad targeting is starting to look more like Facebook's

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A leaked report shows how much money publishers make from platforms like Facebook, Google, and Snapchat (GOOG, FB, TWTR)

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Publishers are receiving far less money than might have been expected from placing their content on the third-party distribution platforms owned by companies including Facebook, Google, and Snapchat, according to a new report.

The report, from premium publisher trade body Digital Content Next (DCN), claims that the (mean) average premium publisher generated $7.7 million in revenue from distributing their content on third-party platforms in the first half of 2016 — equivalent to around 14% of their overall revenues in the period.

On average, premium publishing companies generated $773,567 in the first half of 2016 by distributing their content on YouTube. Content published to Facebook earned an average of $560,144 in the period, Twitter generated an average of $482,788, and Snapchat generated $192,819 for each publisher in the sample.

dcnDCN commissioned Powers Media & Entertainment Consulting to collect data and survey 19 of its members — including The Financial Times, ESPN, Bloomberg, NBC, and The New York Times — about the way they use and generate revenue from third-party distribution platforms. It then conducted in-depth interviews with eight of those members. The report did not offer financial details for each publisher, but instead provided the average amount a typical premium publisher receives.

Business Insider has obtained a copy of the report, which was distributed privately to the trade body's members last week. (Business Insider is also a member of DCN and participated in the study, but this article's author did not obtain the report's findings via a Business Insider employee.)

dcnOverall, the report's implication is that while many publishers are attempting to get their heads around their distributed content strategies, distributed content platforms are providing too little by way of monetization for the high-quality content that gives those platforms credibility among users and advertisers.

Publishers face a difficult dichotomy when it comes to working with third-party distribution platforms.

On the one hand, platforms like Facebook and Google drive huge traffic to publishers' websites, which they can monetize themselves through ads, subscriptions, or ecommerce.

But those platforms are also seen as competitors for their readers' eyeballs. And — through programs like Google AMP, Facebook's Instant Articles, and Snapchat Discover — publishers are being encouraged to publish their content directly to those platforms, following where their readers are, but ceding full control over the monetization of that audience and the data they can gather about them.

dcnAs Jason Kint, DCN chief executive has previously pointed out, Google and Facebook accounted for all the growth in the US digital ad industry in the first half of the year (if you compare PwC and IAB ad spend figures with Google and Facebook's quarterly earnings) — while the rest of the industry appeared to shrink.

There appears to be an economic gap between the time spent on those platforms and the money publishers can make from distributing their content there.

Kint declined to comment on the findings of DCN's report. Facebook and Twitter also declined to comment. Google did not immediately respond to requests for comment.

A spokesperson for Snap, which owns Snapchat, said the company couldn't comment directly on the findings, having not seen the methodology used for the report, but added that the figure cited was innacurate not representative of the revenue opportunities its Discover section offers publishers.

The report's executive summary outlined the unique challenges of working with each of the distribution platforms, which may be preventing publishers from making more money from their distributed content:

"Facebook does not offer video ad products that scale for TV/cable companies, with the ability to integrate ad serving and third-party measurement.

Facebook Instant Articles has program restrictions, such as the number and types of ad units, that make it hard for publishers to monetize at rates comparable to their own sites, as well as measurement limitations which hinder comparisons of financial and content consumption performance between the platform and publishers’ own sites.

Facebook Live has yet to scale or prove a revenue model beyond the publisher production guarantees.

While Google AMP is gaining ground with pure play and print publishers, it is not geared for TV/cable companies.

Twitter Amplify has not scaled.

Snapchat recently announced a new licensing model for Discover channels which may translate into a limited upside for monetization by publishers.

YouTube has proven a fickle partner as demonstrated by recent problems publishers have had with YouTube prioritizing its own skippable video ad inventory (i.e. units that allow the viewer to skip the ad after five seconds) over non-skippable partner inventory."

But while these platforms do have their challenges, it's worth noting that most of their publisher partnership programs are relatively new and constantly evolving. All of the platforms mentioned above have been increasing their efforts to build relationships with the publisher community in recent months.

To name just a few examples:

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Facebook just made a key move in its quest to crush Snapchat (FB)

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After successfully copying Snapchat with Instagram Stories, Facebook is at it again in its big blue app.

The same interface, which Facebook is aptly calling Facebook Stories, is currently being tested in the Facebook mobile app, a company spokesperson told Business Insider on Wednesday.

While the test is beginning only in Ireland, the spokesperson said Facebook plans to bring the "new format" to more countries in the coming months.

Facebook Stories works identically to Instagram Stories, and by extension Snapchat Stories. You add photos and videos to your personal "story" for your friends to tap through, and everything you choose to share disappears after 24 hours.

Whatever you add to your Facebook Story won't be shown in the News Feed or on your profile's timeline, and like Instagram and Snapchat, you can reply directly to someone's story with a direct message. You can also add selfie filters and Facebook's version of Snapchat geofilters to photos and videos.

"The way people share today is different to five or even two years ago — it's much more visual, with more photos and videos than ever before," Facebook said in a statement. "We want to make it fast and fun for people to share creative and expressive photos and videos with whoever they want, whenever they want."

Facebook is giving Stories prominent placement at the top of its app, like Instagram. The move is part of a broader strategy on Facebook's part to not only curb Snapchat's growth, but also to get people to share more with their phone cameras — a concept that Snapchat pioneered.

So far, the strategy appears to be working: 150 million people already use Instagram Stories every day, which roughly equals Snapchat's total user base.

Facebook Stories could also provide another way for the company to make money from its 1.8 billion users. It recently started testing full-screen video ads within Instagram Stories with around 30 global advertisers, including Airbnb, Nike, Netflix, and ASOS.

SEE ALSO: Here are all the times Facebook copied Snapchat in 2016

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