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Dublin: 8 °C Wednesday 21 March, 2018

Here's why Kylie Jenner's dismissal of Snapchat could be its saving grace

You cannot underestimate her influence.

FOR ANYONE WHO hasn’t yet been briefed on this one, Kylie Jenner was the first member of the Kardashian / Jenner familiy to join Snapchat.

Long before her elder sisters extended their social media presence to the app, the youngest Jenner sister was creating mini movies and experimenting with filters as far back as 2015.

The regularity with which Kylie posted did much to transfix, and, indeed, increase her fanbase, and it wasn’t long before the teenager, who grew up in the glare of E!’s cameras, had created a platform of her own making.

❤️❤️❤️❤️ (the other night)

A post shared by Kylie Jenner Snapchats (@kylizzlesnapchats) on

Kylie’s fans were being given an opportunity to watch the teen interact with her peers and chill out with her boyfriend – catnip for any devoted KUWTK devotee who needed much more than the show’s hour-long and heavily-edited slot on E! once a week.

And indeed, it wasn’t long before Kylie’s name went hand in hand with terms including ‘Queen of Snachat’ and ‘Snapchat Royalty’ – a moniker many of her young fans sought for themselves with their own non-stop usage.

So, it’s no surprise that Kylie’s recent public dismissal of the app could come as a blow to its developers, who are already suffering considerable backlash on account of its new and poorly-received design.

Taking to Twitter yesterday, Kylie asked her followers whether anyone still uses the app, saying: “Sooo does anyone else not open Snapchat anymore? Or is it just me… ugh this is so sad.”

The tweet amassed almost a quarter of a million likes from Twitter users, who agreed that the update has done much to detract from the app’s functionality.

If Kylie the snap queen don’t like it then there’s OBVIOUSLY something wrong with the update.
If the snapchat QUEEN hates Snapchat now there’s OBVIOUSLY a problem.
Yes! it’s terrible! Most of my friends don’t even snap anymore!

Over the course of her pregnancy, Kylie withdrew from social media, choosing only to update platforms regarding developments in her cosmetic line.

And while the 20-year-old has began slowly returning to her old digital haunts since confirming the birth of her daughter on February 1, Snapchat remains relatively Kylie-free.

So sweet!!

A post shared by Kylie Jenner Snapchats (@kylizzlesnapchats) on

There is no doubt that gripes about the ‘stories’ page and complaints about the ‘discover’ page have reached developers from millions of disgruntled users.

Kylie’s influence was evident this evening when Snap’s stock fell a massive seven percent after the tweet.

Not great news for the company.

However, it may be their Queen’s 18-word address on another social platform which could act as the catalyst for change behind the scenes of an app which may be on its way out.

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