[17:35] Snapchat as This Generation’s Operating System — Grace describes Snapchat as something closer to an operating system for a generation than simply another content feed. It opens to the camera, prioritizes chat and increasingly functions as a utility for how people communicate, locate one another and stay connected. That distinction matters for marketers because the opportunity is not only to interrupt attention. It is to understand the behaviors already happening on the platform and find a useful role inside them.

[20:15] Snapchat Marketing Has to Be the Best of Snapchat — Grace sets a high bar for the brand team: Snapchat’s own marketing has to match the creativity of the community using it. That means listening to creators, understanding what people actually value, and building work that earns its place on the platform. For a brand whose audience is constantly making, remixing, and communicating, average creative is not good enough. The brand has to participate at the same standard it expects from everyone else.