Snapchat‘s Spiegel Urges Founders to Prioritize Human Connection Amid TikTok Uncertainty and Emerging AR Landscape
LOS ANGELES, CA – Snap Inc. CEO Evan Spiegel is advising entrepreneurs to focus on fostering authentic, intimate connections with users, a strategy he believes will prove resilient in the face of evolving regulatory pressures and the rise of augmented reality. Speaking recently, Spiegel highlighted Snapchat’s unique positioning and offered insights into building enduring businesses in a rapidly changing technological habitat.
Spiegel’s comments come as TikTok faces potential bans or forced sales due to national security concerns, a situation he argues provides ”concrete evidence” that foreign-owned apps can influence U.S. policy. This geopolitical uncertainty is prompting a reevaluation of ad spending, with Spiegel suggesting diversification into platforms like Snap, YouTube Shorts, and Reels as a hedge against platform risk. He also stressed the importance of building direct relationships with audiences through email and text lists, ensuring they remain accessible regardless of platform shifts.
Beyond the immediate TikTok situation, Spiegel emphasized the need for founders to prioritize human needs over technological constraints. He cited Snapchat’s success with seemingly small design choices – tap-for-photo, hold-for-video, and ephemeral messages - as examples of how understanding human behavior can drive massive adoption. The tap-for-photo, hold-for-video feature eliminated friction in the camera interface, while ephemeral messages mirrored the spontaneity and reduced judgment associated with real-life conversations.
Spiegel’s core beliefs centers on building ecosystems rather than relying on easily replicated features. He believes authenticity is key to converting users, as commerce naturally follows trust, which thrives in smaller, friend-centric networks. he also advocates for proactively anticipating regulatory shifts and building resilience into growth models.
Looking ahead, Spiegel is betting heavily on augmented reality, predicting that AR wearables will define the next generation of technology. He encourages founders to move beyond the limitations of traditional screens and begin envisioning products that leverage voice, vision, and spatial computing.
Key takeaways from Spiegel’s insights include prioritizing iteration over perfection, recognizing that regulation is an inherent part of the landscape, and understanding that the future of computing extends beyond current rectangular devices. Ultimately, Spiegel believes the next decade will belong to founders who prioritize solving for feelings and building products that feel more like conversations with friends than interactions with a feed.
