Snapchat firm cuts 1,300 staff in face of advertising downturn

The company behind Snapchat is making about 1,300 staff redundant and cutting investment in projects such as augmented reality glasses, as the social media business fights an advertising downturn.

Spiegel told staff the US-based company would cut its 6,400-strong workforce by 20% and stop investment in areas such as mobile games and its drone camera, Pixy. Snap is also closing its Originals division, which has produced content from stars such as Megan Thee Stallion and Anthony Joshua.

The job cuts come after a profit warning in May was followed by disappointing results in July as Snap, which makes more than two-thirds of its revenue in North America, said advertisers were being hit by supply chain disruptions, labour shortages and high inflation.

Privacy changes implemented by Apple have also made it difficult for social media companies to target users with digital advertising or measure its impact.

The spectacles, which exist in a prototype form, have been much-heralded by Snap, but the company said it would now focus on long-term research and development for the glasses.

Analysts and investors have viewed Snap as an early indicator for trends affecting other social media platforms, as Snap is usually first to report quarterly earnings or provide business updates.