A little while back, the team at techENT had the privilege of catching up with Nana Murugesan, Managing Director for International Markets at Snap Inc. and Ba Blackstock, CEO of Bitmoji at Snap Inc. The interview was done shortly after the launch of Bitmoji TV. Snap had acquired Bitstrips, the company that owned Bitmoji, back in 2016 for a healthy USD$64.2 million.
During this interview, techENT posed questions to Nana and Ba regarding Snapchat and also Bitmoji TV. In particular, how the new integration will benefit and change the scene for Snapchat. Here’s the full interview text.
techENT: Looking back a little bit, Snapchat had a boom in the social media space with its unique offering of creating “disappearing” content. When Facebook introduced its own with Stories across its apps, the drop in users on Snapchat was heavily reported. What has changed with Snapchat and how have users responded to this?
Nana Murugesan: First of all, Snapchat isn’t social media. From the very beginning we designed Snapchat to enhance your experience outside of the app and reflect the way that people have interacted with their best friends, long before the creation of the smartphone. To a certain extent, this was a reaction to what we were seeing on social media and the issues these platforms face. So just like in real life, your conversations with your friends disappear and your stories unfold in chronological order.
While other platforms may now have these features, their underlying philosophy is very different. On Snapchat, people are free to be themselves, with their real friends. There have never been likes or comments, so it feels like less of a competition. That way, Snapchatters aren’t pressured to be pretty, perfect or popular; and we don’t stockpile data so our community doesn’t have to worry that everything they send will be kept for eternity. Snapchat also opens directly to the camera and over 3.5 billion Snaps are created each day.
We’re focused on creating engaging experiences through which our community can stay close with their real friends and when not chatting or Snapping with those they love. For example, we introduced Snap Games last year and recently launched Bitmoji TV.
techENT: What is the user base for Snapchat now?
Nana Murugesan: We are really happy to see a continuous growth in our Daily Active Users. During our last earnings call (Q4, Feb 2020), we shared that there are 218 million people on average, globally using Snapchat every day. This is a 17% year over year growth (31M).
techENT: What are some of the new features that users are crazy about on Snapchat?
Nana Murugesan: Apart from Bitmoji TV, we’ve been finding all sorts of ways to let Snapchatters have fun with their Bitmoji. So far, Bitmoji Stories have been a hit amongst users, with an average of 18 million viewers per comic strip. Created as a personalised comic that features the Bitmoji of Snapchatters and their friends, it also eventually became the inspiration behind Bitmoji TV.
We’ve also since introduced several games that feature your Bitmoji such as Bitmoji Tennis, a battle-royale style game called Tiny Royale, and recently we released Ready Chef Go, a co-op cooking game played with your friends and Color Galaxy – where you can conquer the galaxy together.
Adding to more shareable moments, Snapchat also launched Cameos in December which lets you put your face on animated memes and short GIFs that also feature you and your friends.
While Lenses aren’t a new feature, both Snapchat’s internal team and Snapchat’s Official Lens Creators are constantly creating new, innovative and fun lenses that are loved by many Snapchatters. In fact, every day over 70% of Snapchatters play with AR Lenses, and over 600,000 Lenses have been created by our community through Lens Studio.
techENT: Snap Inc, Snapchat’s parent company, acquired Bitstrips back in 2017. What was the strategy behind the acquisition?
Ba Blackstock: In late 2014 Bitstrips launched Bitmoji, which surged in popularity in 2015, becoming a cultural phenomenon. It resonated with people because it gave them a way to represent themselves in their online interactions that felt more personal, authentic and fun.
The massive popularity of Bitmoji led to a conversation with Snap, in which we realised that our companies shared the same passion for creativity, self-expression and visual communication, so it seemed like a natural fit to join forces.
Through the acquisition we were able to use Bitmoji to bring a new kind of visual identity and expression into Snapchat, and to grow Bitmoji to become bigger than ever before. Since joining Snap Bitmoji has been the #1 iOS app in over 100 countries.
techENT: Have any of Bitstrip’s Bitmoji features been introduced in Snapchat? How popular/well-received is Bitmoji since their introduction?
Ba Blackstock: Bitmoji has transformed the experience within Snapchat by becoming Snapchatters’ visual identity in the app, as well as giving them lots of new ways to communicate and express themselves – from stickers in chat, to geofilters on Snaps, to 3D Bitmojis in AR lenses, to Bitmoji Stories in Discover.
Bitmoji has proven to be incredibly popular and over 70% of Snapchatters now have a Bitmoji.
techENT: Tell us what is Bitmoji TV.
Ba Blackstock: Bitmoji TV is a fully animated show starring your own Bitmoji, that you can watch now on Snapchat – with new episodes coming out every Saturday morning. Each episode is between 3-5 minutes long and makes your Bitmoji the main character, alongside celebrity guest stars like Andy Richter, Jon Lovitz and Riki Lindhome, to name a few.
The premise of Bitmoji TV is that you are the biggest new star on TV – you’ve been cast in every show, every movie, every commercial, and each episode is a fast-paced combo of very different scenes. One minute you’ll see yourself in an action movie, the next minute you’re in a soap opera, then you’re in a sitcom. We’ve created our own animation style that is an audiovisual feast for the senses, with you at the center.
techENT: What sets Bitmoji TV apart from other platforms such as IGTV and YouTube? / Why introduce another platform in a space that seems so crowded?
Ba Blackstock: Bitmoji TV represents the beginning of an entirely new category of entertainment – a personalized experience that is unique for every single viewer. It’s also one of the first fully animated shows that’s designed to be viewed on your phone, in the vertical format. We had to build our own experimental animation and rendering technology to make it possible for this show to exist. But more than that, it’s a new experience that you can share with your friends that doesn’t exist anywhere else.
Bitmoji TV represents the beginning of an entirely new category of entertainment – a personalized experience that is unique for every single viewer. It’s also one of the first fully animated shows that’s designed to be viewed on your phone, in the vertical format. We had to build our own experimental animation and rendering technology to make it possible for this show to exist. But more than that, it’s a new experience that you can share with your friends that doesn’t exist anywhere else.
techENT: What type of content can we expect from Bitmoji TV?
Ba Blackstock: Bitmoji TV makes you the star of just about every type of TV show imaginable – talent shows, cop shows, sitcoms, soap operas, action movies and more. Every episode is different and is a fast-paced collection of various shows, as seen through the lens of Bitmoji’s unique sense of humour.