The Business of Net Positives — Why the APAC President of Snap Inc. sees Snapchat as the antidote to social media

It's probably expected, predictable even, for the President of a social media company to wax lyrical about the platform they head. But there's just something rather disarming about how Ajit Mohan explains Snapchat's users' acceptance of its ethos of 'Less social media, more Snapchat' — some of whom are, according to my intern, Gen Zs. 

"The conversation we are having, I think, highlights the ongoing relevance of Snapchat in the world, especially for young people who are digital natives," the President of APAC, Snap Inc., shares. "That they particularly embrace it shows that the original vision for an alternative social media — this intimate, authentic platform — is still very much needed today." 

In all honesty, intimacy and authenticity aren't the first things that spring to mind when describing today's social media platforms. Rather, attributes like 'toxic', 'polished', 'intentionally addictive', and 'soul-sucking' take precedence. TikTok has come under fire for misinformation and fake news; Instagram has been criticised for content emphasising appearance over authenticity; X is inundated with concerns over automated bots and fake accounts. 

As someone who lives so precariously and intimately in this world, is it any surprise I'm framing this interview with Ajit against a lens of ultimate distrust and despondence? Still, if Ajit was frustrated at my persistent framing, he's not showing it. Of course, this is mainly an unsubstantiated projection, even as I draw parallels between Snapchat and its close competitors. 

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"Unlike other social media apps, Snapchat wasn't designed to spread public, viral content or connect you with people on the fringes of your social circles," the 49-year-old former CEO of Hotstar and ex-Meta Vice President and Managing Director, India shares, pointing to the difference between Snap and its other social media platforms. "Instead, our platform emphasises privacy, safety, and authenticity, amplifying genuine moments in your daily life with those you truly care about."

"Now, 12 years since its creation, looking at everything that has happened in the world, I think Evan Spiegel and Bobby Murphy would feel even more validated in their vision," Ajit explains when I ask how Snapchat's founders feel knowing that many regulators around the world are now debating the toxic nature of today's social media application proliferation. "Today, our focus remains on private communication and intentional content moderation. Unlike other social media, unmoderated content doesn't go viral on Snapchat, making it very visual and fun."

It's rather un-2024 and peculiar given the state of online content today, where creators relentlessly chase after 'For You Page' visibility and work hard to get ahead of the much-dreaded algorithm. On YouTube, self-proclaimed gurus tout this guaranteed technique or that audience growth hack knowing there's a market for instant fame. For them and their audience, it's always about which content can get the most eyeballs in the fastest time possible.

Then you have Snapchat, which stubbornly defies all expectations of what doing things on social media should look like. "It helps that we don't see ourselves as a social media company. In fact, we're the opposite — the antidote to social media," Ajit insists, emphasising that Snapchat wasn't designed to spread public, viral content or connect you with people on the fringes of your social circles.

Ajit takes pains to remind me that these choices that Snapchat makes are as relevant today as they were ten years ago — perhaps even more so. "Considering the impact of technology on young people, who are now growing up more comfortable with it, there's even more social pressure to perform publicly on social media than a decade ago, impacting their quality of life, self-perception, and mental health. It's why we believe that what we offer today, and how it's manifested in different product features, remains relevant."

Snapchat is marching to the beat of its own drum, and so far, I like how it sounds.

A North Star alignment

Ajit is poised to spearhead Snapchat into the next expansion stage in the Asia-Pacific region. Over the last decade, he has worked with three different companies in various capacities. One role which he recalled fondly was building a streaming platform at Star in India. "It was not easy," Ajit admits, "building a digital platform within the traditional broadcast media landscape, which, 12 years ago, hadn't fully grasped the potential or challenges of streaming."

After that, Ajit joined Meta, where he managed a company that needed a deeper understanding of the Indian market. This role, he asserts, was the most difficult, mainly due to visibility. "The work often found its way to the front pages of newspapers like The Wall Street Journal due to heavy regulatory and press scrutiny. I had to testify in the Indian parliament during hearings to help lawmakers understand the company's decisions. The toughest part was maintaining a clear moral compass amidst intense scrutiny and personal attacks."

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Working for Snap has been somewhat easier than his previous places of employment. It helps that many of Snap's corporate choices align with what is now broadly understood as beneficial for digital communities. There's also a complementarity since Ajit's North Star fits Snap's bigger goals perfectly. 

"From my experience in the social sector and working for non-profits, I've seen the importance of balancing company-specific goals with ensuring a positive impact on the world. Our efforts must not only serve the company's best interests but also contribute to a material net positive for the wider world," Ajit explains. 

Looking beyond his ethos, Ajit believes that "the alignment between what is good for the world and what is good for the company underlines the core of our operations and strategic decisions." This philosophy, he reiterates, is rooted in the very essence of their product, which was intentionally designed as a positive alternative to existing options.

Gaps in child safety

Indeed, there's no better time than today for a social media platform like Snapchat that aims to protect its users from the unpredictability of a largely unregulated online universe. 

In an era where digital lives intertwine with reality, the call for social media giants to shield the youth has never been more urgent. Recent Senate Judiciary hearings in the U.S. have illuminated the alarming gaps in child safety across platforms like Meta, TikTok, X, and Snapchat. These sessions weren't just procedural formalities but harrowing exposés, with parents recounting the grievous impact of online exploitation on their children. The palpable grief in the room underscored a critical message: tech behemoths must step up or be legislatively coerced into action.

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To that end, legislators in the U.S. have responded with a suite of bipartisan bills to enforce stricter regulations. The Kids Online Safety Act is one such measure, demanding annual audits and proactive measures against harmful content. Senator Mike Lee's PROTECT Act goes further, mandating age verification and consent for all content participants, directly targeting the pervasive issue of non-consensual image distribution.

In Singapore, several laws and regulations have been enacted to protect youths from online harm. A significant measure is the Online Safety (Miscellaneous Amendments) Act, which took effect on February 1, 2023. This law builds upon the existing Broadcasting Act, empowering the Infocomm Media Development Authority (IMDA) to require social media platforms with significant reach to comply with stringent safety measures. 

These platforms must minimise users' exposure to harmful content, provide tools for managing online safety, and offer robust reporting mechanisms for harmful interactions. 

Additionally, the Online Safety Code, effective from July 18, 2023, mandates designated social media services to enhance user safety, particularly for children. This includes implementing age-appropriate policies, content moderation, and tools for parents to manage their children's online experiences. The Code also requires social media services to publish annual safety reports to ensure transparency and accountability. 

A company’s obligation 

Still, scepticism lingers despite public apologies from executives like Facebook CEO Mark Zuckerberg to take accountability. The stark reality is that voluntary self-regulation has proven inadequate, necessitating robust legislative intervention to forge a safer digital landscape for our children. 

As Senator Richard Blumenthal aptly put it, tech companies can no longer be trusted to "grade their own homework." The message is clear: protect our children or face the consequences.

I ask Ajit if it's fair to demand social media platforms monitor online activities for children below the age of consent — a responsibility that, in my opinion, should be one for the parent to bear. "I think it is," he tells me with certainty. “Over the last decade, it's become clear that these technological changes have profound effects on how people consume information and perceive themselves and their relationships."

That's why Ajit thinks the media, regulators, and governments should examine these issues and consider the appropriate guidelines or rules for tech platforms together. But the media should not stop there. 

"Beyond compliance with the law, companies like ours have an obligation to ensure that our products and decisions result in a net positive for the communities we serve. This commitment to ethical conduct and positive impact should be the guiding principle for all tech companies."

Compliance vs creativity

Still, while such compliance and responsibilities may be beneficial for children's safety and well-being, there's the debate over whether imposing stringent regulations on social media platforms would stifle technological innovation. 

On one side, advocates for regulatory measures argue that safeguarding our children from online harm is paramount. These proponents believe that without these constraints, the relentless march of technological progress risks trampling over the well-being of the most vulnerable. It's an entirely understandable fear, especially today when seeing children below seven scrolling through mobile screens is becoming an acceptable norm. 

On the other hand, critics warn that such regulations could, in fact, cast a long shadow over the innovative spirit that propels the tech industry. 

They suggest that the compliance burden imposed by stringent regulations could divert crucial resources away from creative development and towards the much-dreaded bureaucratic red tape. This redirection, they argue, might dampen the agility and rapid iteration that define technological innovation. 

Eventually, a balance

However, this perspective often fails to acknowledge the tech industry's historical resilience. Innovation has flourished even in regulated environments, with companies adapting to new rules and integrating compliance seamlessly into their development cycles. 

Some experts posit that clear regulatory standards could, in fact, catalyse innovation by fostering a competitive market where firms strive to exceed baseline safety and privacy expectations.

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Ergo, while the potential for regulatory measures to slow innovation exists, the adaptive capabilities of the tech sector suggest that these effects might be properly mitigated. A balanced approach that protects users without overly constraining creative freedom could ultimately lead to a digital landscape that is both safe and brimming with innovation.

Ajit concurs. "You can have a legal or regulatory framework that allows for innovation, doesn't constrain it, and sets boundaries that nudge not just tech companies but all companies to make the right choices." After that, Ajit asserts, companies should, on their own volition, ensure that the standards they set for releasing products are not just about optimising user attention or maximising revenue but also about being good for the community. 

How Snapchat does it 

"At Snap, our policy is that anyone over the age of 13 can use the platform, but we take particular care in how we cater to users between the ages of 13 and 18." Today, the app has evolved to make it challenging for minors to discover or be discovered by people they don't know." Additionally, the content minors might see goes through rigorous age filtering, a move that can feel like an overreach to some.

"It's imperative to set a standard that goes beyond what the law allows. Snap, for instance, has had to make trade-offs in product choices, but the company has consistently chosen to do the right thing, not just what is legally permissible," Ajit elaborates, admitting that such decisions often come at the expense of slower growth — and attention span. 

"Although it means that we can't capture as much user time as we potentially could, we focus on ensuring that our community on Snap is happy." For Ajit, the positive feeling users get when they spend time on Snapchat makes his team's effort to moderate and filter content worth it. However, it sets a higher bar for social media companies to face the philosophical argument: what then is the value system that guides you to do the right thing for the community?

The role of parents today

If you recall, earlier, Ajit mentioned that there's a balance to be upheld — that parents should also be accountable for what their children consume online. Speaking as a father of two boys, ages 10 and 5, he and his wife are becoming increasingly conscious and intentional about their children's access to devices. "It's not a simple matter of denying them screen time; rather, it's about ensuring they derive value from it while managing what content they're exposed to."

To that end, Ajit explains how Snapchat gives parents some measure of visibility over their children's usage of Snapchat while balancing this with the child's autonomy. Parents can see who their children are engaging with and can flag accounts for our trust and safety team to review if necessary. It's an approach that underscores the importance of parental involvement, especially for minors, while recognising that children also need independence to grow and learn.

"Autonomy supports their development into responsible digital citizens, helps them learn to make good decisions, and fosters a sense of responsibility," Ajit offers when I ask why such levels of autonomy are important to him. "It's about creating a safe environment where students can explore, make mistakes, and learn in a controlled setting. At Snapchat, we believe in setting defaults that ensure safety and allow room for this necessary growth and independence."

Here, Ajit brings in his experience as a parent as a way to rationalise his framing of autonomy. "Bringing up two boys myself, I see that children will inevitably encounter different technologies. With the pace of innovation only likely to increase over the next few decades, I believe even a 14-year-old should have the space and autonomy to learn and operate in a digital environment, just like they do in the physical world."

A new digital revolution

On the topic of digital autonomy, Ajit is highly cognizant. It may help that he's the head of a social media platform which has stuck to its core North Star, unmovable even in the face of other platforms threatening to dethrone its position in a hyper-connected world. 

Today, we are looking at a quick decade where technology has transformed at a pace that feels almost like science fiction unfolding in real-time. We've seen the advent of artificial intelligence infiltrating everyday life, from smart assistants in our homes to algorithms curating our digital experiences with uncanny precision. The rise of the Internet of Things (IoT) has also connected devices in ways previously unimaginable, creating smart homes and cities where everything from refrigerators to traffic lights communicate seamlessly. 

Additionally, the blockchain revolution has introduced decentralised finance and digital currencies, challenging traditional financial systems. Cloud computing has democratised access to vast computational resources, enabling small businesses and individuals to deploy applications and services at a scale that was once the domain of large corporations. 

Like a true technologist, Ajit admits he's a big believer that these technologies can be fundamentally powerful and positive. "Looking ahead over the next 50 years, it's clear that technology will play a much bigger role for my children than it did in my journey from age five to 45. It makes sense to prepare them to use technology well, where they understand how to utilise it and perhaps even invent something beneficial."

What parents can do

Still, Ajit's optimism is tempered by a growing concern among parents about online safety. According to a report by Pew Research Center, 84% of parents worry about their children's online safety, with specific concerns about privacy and the type of content their children are exposed to. 

This anxiety has only intensified during the pandemic, as children's screen time and use of digital devices have surged. Parents reported a significant increase in their children's use of tablets, smartphones, and social media platforms like TikTok, which jumped from 21% in 2020 to 32% in 2021 among children aged 5 to 11.

Despite these rising concerns, many parents struggle to communicate effectively with their children about online safety. A Kaspersky study highlighted that while parents are highly aware of potential online threats, they often do not engage in meaningful conversations with their children about these risks. 

This communication gap suggests a need for better tools and strategies to help parents navigate the complexities of digital parenting, ensuring their children can safely enjoy the benefits of the internet while minimising exposure to harmful content.

"I don't think the answer is to cut them off from everything that's happening, but we do need to make sure they understand and contemplate the downsides as well, like the potential for addiction," Ajit offers, ever the realist while at the same time, agreeing that there's no straightforward or simplistic solution to the conundrum of content consumption. "Much of this will have to be guided by our values rather than rigid rules about what they can and cannot do."

But he also thinks that companies themselves need to shoulder more responsibility. Sure, laws and regulations will evolve, but companies must take on the responsibility to do the right thing, even if the law allows for more.

‘Less social media’

As my chat with Ajit draws to a close, I ask if he is worried that the toxicity of other social media platforms might seep into Snapchat's safe harbour. Ajit reminds me that, unlike other apps, Snapchat opens directly to the camera, not to a newsfeed of public, viral content. "This underscores our core proposition, which is messaging between people who have deep, existing relationships."

Within Snap, there's also a fundamental openness to modifying the product based on feedback from regulators. "I recall an early conversation between Evan and a regulator from a major economy," Ajit shares. "The regulator expressed some concerns, and I was struck by Evan's response, which was simply, "What can we do differently?"" 

He emphasises that this is quite different from the more common approach in the tech industry, where companies might spend more time explaining why their actions are justified rather than considering changes based on regulatory feedback.

Snap also does not hesitate to collaborate with law enforcement across different jurisdictions to protect its users. "If we identify any harm, we proactively engage with the appropriate authorities. This approach aligns with our core product philosophy and business model, which do not rely on the proliferation of hyper-public, viral content."

This point about not leaning into viral content was something that Ajit brought up several times during the interview. "Because of our large community, we sometimes get lumped into the same category as other social media platforms by the media and occasionally by governments," he explains when I ask why he keeps driving home this point so persistently.

"It's crucial for us to ensure that our unique aspects — our 'secret sauce' — are understood not just by our community but also by the media and regulators. They need to recognise that we shouldn't be placed in the same bracket as typical social media.

I remember the days leading up to this interview when I would tell friends that I’m interviewing the President APAC of Snapchat. Everyone I told looked at me quizzically as if I had finally stopped being current. They think that in the ecosystem of today’s social media universe, Snapchat is no longer relevant. “Who uses Snapchat anymore,” they’d ask, sometimes laughing in incredulity. 

And  whatever the intended (or unintended) consequence of its corporate decisions, Snapchat has proven one thing — that being on social media and having a positive impact on the world is possible. Snapchat may not dominate the headlines, that much is true. But it has carved out a vital, vibrant niche in the social media ecosystem and remains testament to the fact that relevance is not always about visibility — it’s about value.

Perhaps my friends not using Snapchat is a feature not a bug — especially if the platform wants to remain safe, non-toxic, and altogether wholesome. And maybe Snapchat’s mysterious allure that leads to the gate keeping of the app to the select few is the very thing that will keep the platform’s North Star shining bright today and in the foreseeable future.