White Papers
Copywriter
I weirdly enjoy working on whitepapers. It’s a chance to dive deeply into a subject I’m not too familiar with, and break complex topics down into easily digestible literature. Below’s a few of my favorites.
Zoom Out
No one doubts the importance of smartphones. This whitepaper looks into the importance of the smartphone camera.
Some findings we uncovered:
100% of smartphone users use a smartphone camera , taking 20 photos a week, on average. More than 1 trillion digital photos were taken in 2017, the majority of which were taken on a smartphone.
As of 2018, 77% of US adults own a smartphone, and for adults 18-29, that number climbs to 94%.
Today, over 85% of smartphone users don’t own or rarely/never use a digital camera
Coming of Age
Millennials are the largest generation in history — and are on track to earn even greater purchasing power.
Some findings we uncovered:
Millennials represent the largest population cohort ever: This generation makes up almost half (45%) of the global adult population
The average millennial is older than you may think: Today, the average millennial is 26 and a half, with the oldest clocking in at 37 years old.
By 2029, millennials will control the largest share of disposable income in the US.
Ads in a Snap
This is one of my favorite things I’ve ever done at Snap. Our ads business was still extremely young, and our Chief Strategy Officer asked for an in-depth white paper outlining our business’ philosophy. Published in late 2016, it features writing from Snapchat’s key advertising leads. It was my job to edit all of it down and put it together.
More than anything, it’s a look into where Snap was in 2016, and where it looked to go.
