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Snapchat Shares Update on Internal and External Diversity Efforts, Including a Re-Think of its Camera Tools



Snapchat has published the second edition of its Diversity Annual Report, which outlines the progress the company has made in seeking to meet its established goals on internal representation and improvement, while Snap has also provided details on news initiatives that will see it redesign its system tools in order to better serve a wider range of users.

First off, on its latest Diversity Report – in examining its progress in working towards the goals established in its first report, Snap says that it increased representation in several key areas, though the COVID-19 pandemic did slow its efforts in some respects.

Snapchat Diversity Report

As explained by Snapchat:

“Our 2020 data shows that since 2019, our representation numbers stayed largely the same, while we made promising gains in certain priority areas, such as almost doubling the percentage of women in tech leadership roles, and more than doubling our hiring of Black women.”

That said, Snapchat also notes that it actually lost ground in some key areas of focus:

“Representation for Hispanic/Latinx team members decreased slightly, and there were above-average attrition rates for some underrepresented team members, including those who identify as Black, Hispanic/Latinx, and Indigenous.”

Snap says that it’s identified several shortcomings in its approach, aside from the impacts of the pandemic, which should enable it to get back on track with these elements, and it’s set some new goals that it’ll be working towards over the longer term.

Snapchat Diversity Report

Snapchat has a range of internal initiatives in place to meet these goals – but from an external perspective, Snap is also undertaking some important new initiatives which could help to increase representation and equality for users, in various ways.

The main element of this new focus is a re-think of the Snap camera, which Snapchat says is based on inherently racist development.

“Early film technology used light skin as its chemical baseline. As a result, cameras were initially designed with an assumption of “Whiteness” embedded in their architecture and expected use cases. This legacy continues today: Cameras still haven’t widened their aperture to encompass all communities and skin tones.”


So the very foundation that the camera is built upon is designed with white skin in mind, which could impact usage by people of color. Snap’s working to fix that:

“We’re building a more inclusive camera that works for each Snapchatter regardless of who they are and what they look like, and is flexible enough to support their creativity and self-expression.”

That’s an interesting consideration, and it’ll be equally interesting to see how Snap can evolve its tools to better cater to a wider range of people.

Snap’s also adopting a new ‘Inclusion by Design’ process in its product development framework, which will ensure more consideration is factored into each element, while it’s also working to add more diverse data inputs into its machine learning tools to maximize performance for a wider range of users.

“Machine learning learns from existing data, which means it learns from existing biases around race, gender identity, and other characteristics. The result? These tools don’t work well for people outside the majority dataset.”

This is a critical consideration – as more algorithms and machine learning systems determine our content exposure, it’s important to also measure the impacts of the inputs of such, which may also be inherently biased, as they’re based on existing user behaviors. Removing any such bias could play a big role in reducing the same within your audience. Instagram has also implemented new frameworks to help ensure its machine learning systems are designed with equity top of mind.

Overall, Snapchat seems focused on the right areas, and it’s especially interesting to note the various ways in which it’s looking to develop its internal models to create a more inclusive user experience.

You can read Snap’s full 50-page 2021 Diversity Report here, while Snap has also published this video overview of the key notes.




Meta Announces New Ad Options for Facebook Reels Which Could Facilitate Creator Revenue Share



Meta Announces New Ad Options for Facebook Reels Which Could Facilitate Creator Revenue Share

Meta sees Reels as ‘the future of video’ on its platforms, with engagement with short-form content being one of the only positive growth trends across its apps at present.

Whether that’s due to more people looking to watch Reels, or Meta pumping more of them into feeds, is another question – but clearly, Meta’s keen to double-down on Reels content, which also means that it needs to offer Reels creators greater revenue share, in order to keep them posting.

On this, Meta has today outlined some new Reels ad options, which will provide more capacity for brands to tap into the format, while also, ideally, providing a pathway to revenue share for top creators.

The first new option in testing is ‘post-loop ads’ which are 4-10- second, skippable video ads that will play after a Reel has ended.

As you can see in this example, some Facebook Reels will now show an ‘Ad starting soon’ indicator as you reach the end of a Reel, which will then move into a post-loop ad. When the ad finishes playing, the original Reel will resume and loop again.

As noted, it could be a way to more directly monetize Reels content, though the interruption likely won’t be welcome for viewers, and it’ll be interesting to see what the actual view rates are on such ads. It’ll also be interesting to see if Meta looks to attribute those ad views to the original Reel, and how that could relate to revenue share for Reels creators.

The option is only in early testing, so there’s not a lot to go on at this stage.


Meta’s also testing new image carousel ads in Facebook Reels – horizontally-scrollable ads which can include up to 10 images that are displayed at the bottom of Facebook Reels content.

Meta ads update

These promotions will be directly linked back to individual Reel performance, and could provide another monetization option for creators, while also enabling brands to tap into popular clips. TikTok offers a similar ad option in its tools.

On another front, Meta’s also giving brands access to more music options for their Reels, with new, ‘high-quality’ songs added to its Sound Collection that can be added to Carousel Ads on Reels.

Meta ads update

Note that these aren’t commercial tracks – you won’t be able to add the latest Lady Gaga song to your ad. But there are some good instrumental tracks to add atmosphere and presence to your promotions.

“Businesses can select a song from our library or allow the app to automatically choose the best music for an ad based on its content.”

I’d probably advise against letting the app automatically choose the best music, but maybe, based on its suggestions, you might be able to find the right soundtrack for your promotions.

Short-form video monetization is the next big battleground, with YouTube recently outlining its new Shorts monetization process, and TikTok still developing its live-stream commerce tools, as a means to facilitate better revenue share. Inserting ads into such brief clips is challenging, especially in a user-friendly way. But the platform that can get it right stands to win out, by providing direct creator monetization, based on content performance, which will likely, eventually see the top creators gravitate towards those platforms as they seek to maximize their opportunities.

Meta’s new options don’t seem to be a match for YouTube’s new Shorts program, which will allocate a share of total ad revenue to Shorts creators based on relative view counts. But it’s still early days, and no one has the answers yet.

As such, you can expect each platform to keep trying new things, as they work to beat out the competition.  

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