![]() He swipes up to reveal a card that looks a lot like the screens that pop up on Google Maps when you search for, say, a drugstore. (He regularly switches up his phone, but, he says, “I’m kinda stuck on this phone for now.”) Spiegel opens Snapchat and taps on a story featuring a restaurant with the miniscule “more” icon at the bottom. Users will instead begin with images and video that will direct them to text-and more images and video. ![]() On mobile devices, Spiegel believes that the order is inverting. “If you want to go find that video again, you type in the text and it surfaces the video.” In other words, the text directs you to video. “You upload the video, and you tag it with a bunch of text,” says Spiegel. Currently, he explains, people find stuff on the internet by typing queries into search boxes and following hyperlinks to the content. With Context Cards, Spiegel is attempting to rethink the way we discover new information. Like phone calls, Snaps aren’t intended to be stored so much as they’re meant to be absorbed, decoded, and released. That’s why the app he launched opens to the camera, and that’s why he calls Snap a “camera” company. Rather, images are evolving into a new language, and as the tools to capture and manipulate them become more ubiquitous, we are able to express ourselves more frequently and fully. Spiegel’s vision for Snap begins with the assumption that most pictures aren’t precious. ![]() So when Spiegel, who had the foresight to grok this change, offers to talk, it makes sense to listen. Stories has become embraced as a format for sharing mobile visual information just as Facebook’s News Feed became the dominant format for the last decade of social services. From the moment he turned down Facebook’s $3 billion acquisition offer, the behemoth social network has been copying it. But what is clear is that Spiegel knows something about how to build products for this fundamental communication shift.
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