It wasn't enough that Snapchat ticked off Kylie Jenner (and tons of its less-famous users) with a confounding new update that would up sending its stock plummeting.
Now the social media platform prized by millennials and impenetrably complicated to everyone else has sparked a new furor after tasteless content making light of domestic violence appeared in a Snapchat ad (created by a third party). Chris Brown spent six years on probation after he pleaded guilty to attacking then-girlfriend Rihanna in 2009. Somehow someone thought the matter would be great fodder for a "game" asking users to choose between punching Brown and slapping Rihanna.
Exactly no one found this funny. Rihanna issued a strongly worded response via Instagram Stories, saying, "I’d love to call it ignorance, but I know you ain’t that dumb!” and concluding with, " Throw the whole app-oligy away."
Looks like many are poised to follow that suggestion, and the controversy has set Twitter ablaze:
Snapchat has apologized, noting it did not create the content and saying it never should have appeared on the platform. It's another costly misstep for the platform that acknowledged in an earnings report last fall that most people can't figure out how to use it.
“One thing that we have heard over the years is that Snapchat is difficult to understand or hard to use, and our team has been working on responding to this feedback," CEO Evan Spiegel said then. "As a result, we are currently redesigning our application to make it easier to use.”
The redesign wasn't exactly a runaway hit. Just last month, Kylie's tweet expressing irritation over Snapchat changes sent its stock down by 6.1 percent, erasing $1.3 billion in market value, Bloomberg reported.
This latest gaffe sent the stock price down by 5 percent, Time noted, and many users say the end is near: