Next in Media: Snap's CMO Grace Kao on Connecting Audiences, Brands & Developers

Release Date: July 15, 2025
Host: Mike Shields
Guest: Grace Kao, Chief Marketing Officer at Snap

Introduction

In this engaging episode of Next in Media, host Mike Shields interviews Grace Kao, the Chief Marketing Officer at Snap, delving into the transformative strategies Snap employs to bridge connections between audiences, brands, and developers in a rapidly evolving media landscape.

Grace Kao’s Role and Snap’s Multi-Audience Strategy [01:12 - 02:23]

Grace Kao begins by outlining her multifaceted role at Snap, emphasizing the platform’s diverse audience base. Unlike traditional consumer-focused CMOs, Grace’s responsibilities span across B2B marketers, advertisers, and developers.

“We do have multiple audiences for Snap. The audiences that I want to reach include everyone from consumers who download Snapchat, B2B marketers and advertisers who see Snap as a great place to tell their brand stories, and also developers who create amazing experiences for brands.”
- Grace Kao [01:50]

Snap’s Generational Appeal and Longevity [02:23 - 04:53]

Mike Shields raises an interesting point about Snap’s enduring popularity, especially among younger generations. Contrary to expectations, Snap continues to thrive beyond its initial Gen Z base, maintaining significant engagement across Millennials and older demographics.

“We actually have a majority of an older audience on our platform.”
- Grace Kao [04:53]

Grace attributes this longevity to Snap’s core values of connection, creativity, and positivity, ensuring the platform remains relevant and engaging across different age groups.

Innovative Features for Brands: Map Tab and Chat [05:36 - 09:54]

Grace introduces Promoted Places and enhanced chat functionalities as pivotal features for brands on Snap. These innovations allow brands to interact with users in new, meaningful ways beyond traditional advertising.

“We launched Promoted Places so now brands can actually show up on the map, allowing users to find places to meet up and for brands to be discovered organically.”
- Grace Kao [06:54]

Additionally, the chat feature provides a platform for one-to-one conversations between brands and users, fostering deeper relationships and engagement.

Generation Insights Report: Authenticity and Creativity [09:54 - 12:50]

Discussing the Snapchat Generation Insights Report, Grace highlights key trends among Snap users, such as the desire for authenticity, voice interactions, and creative expression.

“Authenticity is a major trend. People want to feel like they can be themselves and share who they really are at any given moment.”
- Grace Kao [10:14]

She also notes the rise in voice memos and creative uses of Bitmojis, reflecting users' need for more personal and expressive communication methods.

Catering to Diverse Brands and Evolving Attribution Strategies [13:18 - 15:35]

Grace discusses how Snap accommodates brands of all sizes by offering effective platforms and automated tools for campaign optimization, addressing the challenges posed by industry changes such as Apple's privacy updates.

“We provide AI tools and automated solutions to help brands, regardless of size, achieve their business goals efficiently.”
- Grace Kao [15:03]

She emphasizes Snap’s commitment to flexibility and scalability, ensuring that both small businesses and large enterprises can leverage the platform’s capabilities to meet their unique marketing objectives.

Advanced Creative Tools and AI Integration [16:01 - 17:42]

The conversation shifts to Snap’s AI-powered creative tools, including AR lenses and the upcoming Easy Lens tool, which democratize AR content creation for brands.

“We launched Easy Lens, a tool that allows creators to generate AR lenses in seconds with simple prompts.”
- Grace Kao [17:11]

These tools enable brands to craft interactive and engaging experiences, placing the audience at the center of their storytelling efforts.

AR Adoption and Future Innovations [17:42 - 19:47]

Grace elaborates on the impressive 300 million daily AR engagements on Snap, showcasing the platform’s robust adoption of augmented reality. She highlights diverse AR applications, from shopping experiences to celebrity collaborations.

“We have 300 million AR engagements daily on Snapchat, reflecting the platform’s strong adoption and versatility.”
- Grace Kao [16:56]

Snap continues to innovate with tools that make AR creation accessible, supporting brands in experimenting with new ways to engage their audiences.

Empowering Creators and Facilitating Brand Collaborations [19:04 - 22:08]

Grace discusses Snap’s role in supporting creators by providing them with opportunities to monetize their content and build careers on the platform. She underscores the importance of brand-creator collaborations in fostering a vibrant ecosystem.

“Creators feel like they can build their career on Snapchat, and we need brands involved to support and fuel each other’s growth.”
- Grace Kao [20:08]

Snap is developing scale tools to streamline collaborations, enabling brands to connect with creators who naturally align with their values and audiences.

Latest Campaign: "Say It in a Snap" [22:08 - 23:26]

In discussing Snap’s recent campaign, "Say It in a Snap," Grace emphasizes the platform’s unique value proposition of facilitating authentic and effortless connections.

“Say it in a Snap is about showing the value of being able to quickly and authentically connect with others, whether it’s telling someone you love them or sharing a moment.”
- Grace Kao [22:17]

This campaign reinforces Snap’s mission to make meaningful communication simple and accessible for all users.

Conclusion

Mike Shields wraps up the insightful discussion by appreciating Grace Kao’s comprehensive overview of Snap’s strategies to navigate the complexities of modern media and advertising. The interview underscores Snap’s commitment to innovation, authenticity, and community engagement, positioning it as a dynamic player in the media landscape.

This detailed summary captures the essence of the conversation between Mike Shields and Grace Kao, highlighting Snap’s innovative approaches to connecting diverse audiences, empowering brands, and fostering creative collaborations. Whether you’re a marketer, developer, or simply interested in the future of media, this episode offers valuable insights into how Snap continues to evolve and lead in the digital age.