PitchMagic

Snapchat pitch deck (2014)

Snapchat's 2014 pitch deck is a deck for brands and advertisers that leaked that year, not a fundraising deck. The Snapchat pitch deck shows how the camera app explained itself and its audience to marketers in 14 slides. Founders study it for how it teaches a new behavior with examples instead of claims.

Company
Snapchat
Year
2014
Round
Brand deck
Slides
14
Type
Advertiser deck

ⓘ This is a deck for advertisers, not a fundraising deck. It's still a sharp example of selling an audience in a few slides.

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Deck © Snapchat. Shared for learning, credited to inc.com.

What's in the Snapchat pitch deck

All 14 slides, in order.

  1. Snapchat pitch deck, slide 1: Cover

    Slide 1 · Cover

    The ghost logo on yellow with the words "For Business".

  2. Snapchat pitch deck, slide 2: History and stats

    Slide 2 · History and stats

    Snapchat grew from over 50 million Snaps a day at the end of 2012 to over 700 million, Stories are viewed over 1 billion times a day, and about half of users are in North America.

  3. Snapchat pitch deck, slide 3: Philosophy

    Slide 3 · Philosophy

    Delete is the default, and conversations disappear unless someone chooses to save them.

  4. Snapchat pitch deck, slide 4: Product overview

    Slide 4 · Product overview

    The app has five screens, chat, feed, camera, stories and add friends, and users swipe between them.

  5. Snapchat pitch deck, slide 5: Snap

    Slide 5 · Snap

    A Snap is a 1 to 10 second photo or video sent to a few friends that disappears after viewing.

  6. Snapchat pitch deck, slide 6: Story

    Slide 6 · Story

    A Story strings Snaps into a flipbook that lasts 24 hours.

  7. Snapchat pitch deck, slide 7: Chat and Here

    Slide 7 · Chat and Here

    Chat and live video work in three steps each, and messages delete when you leave.

  8. Snapchat pitch deck, slide 8: Our Story

    Slide 8 · Our Story

    Live event Stories like EDC and the World Cup final are built from hours of user Snaps curated by the Snapchat team.

  9. Snapchat pitch deck, slide 9: How it works

    Slide 9 · How it works

    Users at an event add Snaps to Our Story, the team curates them, and all users can view the result.

  10. Snapchat pitch deck, slide 10: Your turn

    Slide 10 · Your turn

    Brands, sports teams and celebrities are invited to try Snapchat, with tips for setting up a business account.

  11. Snapchat pitch deck, slide 11: What to snap

    Slide 11 · What to snap

    Six content ideas come with brand examples, including personal moments, exclusives, takeovers, promo codes and teasers.

  12. Snapchat pitch deck, slide 12: Get the word out

    Slide 12 · Get the word out

    Brands are told to promote their username on Twitter, Instagram, websites, TV and in stores.

  13. Snapchat pitch deck, slide 13: Examples

    Slide 13 · Examples

    Two early adopters are shown, HBO's girlshbo at a red carpet premiere and GrubHub using a promo code.

  14. Snapchat pitch deck, slide 14: Stats and accounts

    Slide 14 · Stats and accounts

    Brands learn how to see views and screenshots, followed by a list of accounts to follow by category.

What the Snapchat deck does well

  • Slide 2 gives a short origin story and a few big usage numbers before asking anything of the reader.
  • Slides 5 and 6 define each feature in one line, which helps readers who have never used the app.
  • Slides 11 and 13 show real brand Snaps as examples, so a marketer can copy them the same day.

What founders can learn from it

  • If your product creates a new behavior, define the key terms in one line each before selling anything.
  • Show real examples of customers using the product, not only descriptions of what it could do.
  • End with clear next steps the reader can take right away.

Questions about the Snapchat pitch deck

How many slides are in the Snapchat pitch deck?
The Snapchat pitch deck has 14 slides.
What's in the Snapchat pitch deck?
It starts with Snapchat's history, stats and philosophy, then defines Snaps, Stories, Chat, Here and Our Story. The rest tells brands what to snap, how to promote their account, and how to read their stats.
Is this a Snapchat fundraising deck?
No. This is a deck for advertisers, not a fundraising deck. It is still a sharp example of selling an audience in a few slides.
What numbers does the Snapchat pitch deck share?
It says Snapchat went from over 50 million Snaps viewed a day at the end of 2012 to over 700 million, and that Stories are viewed over 1 billion times a day. About half of users are shown in North America.
Can I download the Snapchat pitch deck?
Yes. The full Snapchat deck is free to download as a PDF on this page.

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