The benefit of building a brand that audiences recognize will, in the end, allow us to continue to build a strong revenue model and a strong connection to an audience. If they see us on Snapchat and Snapchat has a very large audience, then they get to know and trust Vox and see it as a source that they care about. If 10 percent of that audience finds us on YouTube, five percent finds us on Facebook, and two percent finds us on Twitter, that’s great. There’s a revenue opportunity with Snapchat, and we can use that to support the journalism that we’re doing elsewhere. You have to think about your brand as an interconnected ethos that should exist in multiple places.
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