Why Snapchat’s popular users could disappear like its photos

Self-described Snapchat power user Michael Platco received a neon sign bearing his name from social media rival Instagram. And a different video app e-mails him every week, hoping he tries their services and brings along his 500,000 Snapchat contacts.

Naturally, he’d expect Snapchat maker Snap Inc to call – or even respond to his e-mails – to ensure it doesn’t lose his videos, sponsors and fans to a competing service. Instead, the world’s fifth most popular mobile app has warned him to follow its rules and briefly deactivated his account.

“You couldn’t find a bigger advocate for Snapchat than me,” says Platco, who supports his wife and infant son with a six-figure income from companies that pay him for promotion in Snapchat posts. “I made that jump thinking Snapchat would continue to let me keep doing what I’m doing at least … but they are making it so hard.”

Such strained relations are typical for Snapchat, whose aloof behaviour projects an elite image but can also come off as arrogant to users, employees and business partners.

Platco and several dozen other well-known users are frustrated because Snapchat refuses to collaborate on fostering their stardom and moneymaking opportunities. Another big user, Shaun McBride, detailed the concerns in a 10-minute YouTube video in Novemberthat included written support of 10 others. They’ve stopped short of ditching Snapchat, but say they aren’t afraid to do so. It’s tough to estimate the dent their defection would leave because the five-year-old Los Angeles start-up publishes limited statistics.