Rihanna is the latest A-list celebrity to damage the reputation of Snapchat, after she shamed the under-fire social media app for an ad which seems to mock domestic violence.
An advertisement that appeared on Snapchat before it was hastily removed amid public outrage, has been seen to make light of domestic violence (DV).
The ad reportedly was for a game on the app called “Would You Rather?” and asked players if they would rather “Slap Rihanna” or “Punch Chris Brown”.
Is it just me, or is this ad that popped up on my Snapchat extremely tone deaf? Like what were they thinking with this? pic.twitter.com/7kP9RHcgNG
— Royce Mann (@TheRoyceMann) March 12, 2018
Brown was given five years probation and 180 days of community labour, after he pleaded guilty to assaulting Rihanna before the 2009 Grammys.
After the ad was brought to her attention, Rihanna published an Instagram post accusing Snapchat of letting down all those that have been victims of DV, before imploring her followers to delete the app.
“You spent money to animate something that would intentionally bring shame to to DV victims and made a joke of it!!!” Rihanna said. “Shame on you. Throw away the whole app-oligy away.”
— Nicollette Williams (@nicollettemw) March 15, 2018
Just by making her feelings known via Instagram, approximately $800 million of Snap’s (Snapchat’s parent company) market value was erased, with the share price dropping to $17.20.
To put that in perspective, the 200 million Snap shares were priced at $17 each when the company first went public last March.
Former first daughter Chelsea Clinton, was one of the many who shared their disappointment through other social media outlets.
In response to a tweet from Brittany Packnett, which claimed Snapchat would have had to approve the ad, Clinton said it was “just awful”.
Just awful. Awful that anyone thinks this is funny. Awful that anyone thinks this is appropriate. Awful that any company would approve this. Thank you Brittany for calling this out.
— Chelsea Clinton (@ChelseaClinton) March 12, 2018
Kylie Jenner tweet sounds the death knell
Snapchat was already reeling, after another A-list celebrity took a swipe at the app in declaring it outdated.
Last month, Kylie Jenner sent a tweet to her 24.5 million followers asking, “Does anyone else not open Snapchat anymore?”.
sooo does anyone else not open Snapchat anymore? Or is it just me… ugh this is so sad.
— Kylie Jenner (@KylieJenner) February 21, 2018
According to CNN money, the tweet saw Snap’s stock-price dive 6% by closing that same day, representing a $1.3 billion loss to shareholders.