It’s been a tough few weeks for the folk over at Snapchat, what with the company making light of domestic violence and all.
But let’s just get it out in the open before we go any further – they’ve only got themselves and a severe lack of self-awareness to blame.
First there was the ill-fated update, which messed with the layout and format off the app and angered users around the world.
This eventually led to all of us placing the app in the ‘no longer relevant in my life’ box.
Then the queen of social media miss Kylie Jenner herself, said what we were all thinking when she took to Twitter and announced she was “sooo over” Snapchat.
This saw Snapchat’s market share lose literally millions of dollars overnight and reminded us all that paying attention to your audience is at the crux of any good business and brand.
Now the photo-sharing app has been forced to apologise after it approved and released an ad for their “Would You Rather” game, which asked US users whether they’d rather ‘Slap Rihanna or Punch Chris Brown’.
Is it just me, or is this ad that popped up on my Snapchat extremely tone deaf? Like what were they thinking with this? pic.twitter.com/7kP9RHcgNG
— Royce Mann (@TheRoyceMann) March 12, 2018
It’s worth noting that the new update means ads are now placed in between actual Snapchat stories, making them virtually impossible to ignore.
But back to why we’re all mad.
The content of the ad in question directly relates to Chris Brown’s assault conviction, after he was found guilty of physically abusing Rihanna in 2009.
Yes, Snapchat, we’re glad you’re seeing the lighter side to domestic violence. Isn’t it so, so funny?
To make matters worse, the ad was actually reviewed and approved by Snapchat before it went live on the app.
I know that social media ads go through an approval process from the platform.
This means @Snapchat approved an ad that makes light of domestic violence.
The update ain’t the only thing that’s wack over there, friends. https://t.co/PmbJn4zCel
— Brittany Packnett (@MsPackyetti) March 12, 2018
In a statement released to the BBC, Snapchat said: “The advert was reviewed and approved in error, as it violates our advertising guidelines. We immediately removed the ad last weekend, once we became aware. We are sorry that this happened.”
But the damage was done, and the ad went viral.
What Snapchat doesn’t seem to realise is that sometimes ‘sorry’ isn’t good enough. It’s up to companies like Snapchat to do better – especially in the era of #metoo and #timesup.
Obviously, people are not happy.
Even Chelsea Clinton had a thing or two to say about the enormous error in judgement.
Just awful. Awful that anyone thinks this is funny. Awful that anyone thinks this is appropriate. Awful that any company would approve this. Thank you Brittany for calling this out.
— Chelsea Clinton (@ChelseaClinton) March 12, 2018
While Snapchat’s advertising policy on their website makes it clear that all ads are subject to a review prior to approval, and that content that is “Shocking, sensational, or disrespectful” is band – it begs the question. How did this particular ad make it through?
When you’ve got a reference to Chris Brown, Rihanna, and two separate forms of physical violence – doesn’t that scream disrespectful? Those responsible for creating the ad clearly knew about the relationship between Rihanna and Brown, otherwise they wouldn’t have chosen to use either within the specific context of the ad.
Even without the clear correlation to the pairs history, asking whether someone wants to be physically abusive to anyone is never OK and shows a clear lack of insight and understanding by those who approved the ad.
Yo, Snapchat. Educate yourself and your staff.
Making light of an epidemic that ruins lives and affects millions of women around the world is never a laughing matter.
Please stop misinterpreting your audience and letting us down.
You should know better.