Snapchat and the Currency of Privacy

Snapchat recently got people's knickers in a knot when they cast some doubt over how they plan to use pictures of your knickers moving forward.

They are making some serious advancements to their monetisation strategy like "paid replays", and insist its necessary to update both their terms of service and privacy policy in the process. 

Not since the Ashley Madison leak have so many people sweated over an online key stroke.

Its clearly infuriated some high profile snappers and tweeters:

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Also, it appears the general population is very concerned, with searches for "snapchat privacy" spiking greatly around late Oct, according to Google Trends.

Snapchat quickly put people at rest with their latest blog entry which basically summarizes:

- everything still gets deleted from their servers after viewing or expiring
- they reserve the right to use your "live stories" in packages they promote etc.

So it seems the coast is clear, even despite such harsh language within their terms and conditions as "But you grant Snapchat a worldwide, perpetual, royalty-free, sublicensable, and transferable license to host, store, use, display, reproduce, modify, adapt, edit, publish, create derivative works from, publicly perform, broadcast, distribute, syndicate, promote, exhibit, and publicly display that content in any form and in any and all media or distribution methods (now known or later developed)".

I'm sure anyone with half a brain will accept that the old adage of "nothing is private online" still applies here.

The bigger picture of course is that Snapchat didn't turn down 4 billion from Google to help tackle the decay of privacy online. They will be pushing hard into an advertising platform that can yield real profits from advertisers craving their video heavy, mobile only, millennial user base. 

As the pressure mounds to show financial progress, think Twitter float and financial disappointment, they will invariably be forced to make some hard decisions about user data and what is shared with advertisers. So the next time you're thinking your knickers look great in 2 seconds of expiring video, you may want to hit that privacy policy bookmark first. Way to kill the mood.