For Snapchat's Discover content, should we focus on expanding partnerships with established media brands or promoting more user-generated content?

Introduction

The trade-off we're examining today is whether Snapchat's Discover content should focus on expanding partnerships with established media brands or promoting more user-generated content. This decision is crucial for Snapchat's content strategy and user engagement. I'll analyze this trade-off by considering user behavior, business impact, and technical feasibility, ultimately providing a recommendation based on data-driven insights.

Step 1

Clarifying Questions (3 minutes)

• Based on recent user engagement trends, I'm thinking there might be a shift in content consumption patterns. Could you share any data on user engagement with Discover content from established media brands versus user-generated content over the past 6-12 months?

Why it matters: Helps understand current user preferences and trends Expected answer: User-generated content engagement is growing faster Impact on approach: Would lean towards promoting more user-generated content

• Considering our revenue model, I assume advertising is a key factor. How does the monetization potential differ between established media partnerships and user-generated content?

Why it matters: Directly impacts revenue and business sustainability Expected answer: Established media partnerships currently generate more revenue Impact on approach: Would need to balance user engagement with monetization potential

• From a user perspective, I'm curious about the demographics of those engaging with different content types. Do we have data on which user segments prefer established media content versus user-generated content?

Why it matters: Helps tailor content strategy to user preferences Expected answer: Younger users prefer user-generated content, older users prefer established media Impact on approach: Would consider a segmented content strategy

• Regarding technical feasibility, what are our current capabilities for content moderation and curation, especially for user-generated content at scale?

Why it matters: Ensures we can maintain content quality and safety Expected answer: Moderation capabilities are good but may need scaling for increased user-generated content Impact on approach: Would factor in potential technical investments

• Looking at our strategic priorities, how does this decision align with our long-term vision for Snapchat's role in the content ecosystem?

Why it matters: Ensures alignment with company's strategic direction Expected answer: We aim to be a platform that empowers user creativity while providing quality content Impact on approach: Would seek a balanced solution that supports both objectives