Snapchat is not just a marketing tool — it’s also a content tool, according to AwesomenessTV CEO Brian Robbins.
“Now, as a guy who grew up making film and television, that is something that’s not easy to wrap my head around. It’s very different. You know, what does content mean on Snapchat?” Robbins, a former actor, said at the Code Media conference at the Ritz-Carlton in Dana Point, Calif.
His answer: “Any kind of communication is content on Snapchat.” That could be a short clip of film with audio, or just a still.
AwesomenessTV, which is co-owned by Verizon and Hearst, makes video content aimed at teens — usually short-form videos that work well on mobile platforms. And as far as Robbins is concerned, Snapchat is perfect for a lot of today’s content, which can be indistinguishable from marketing.
“Our content is marketing in a way, and our marketing is content, and those lines blur all the time in our company,” he said.
This article originally appeared on Recode.net.