In the last 15 months, Snapchat has moved to respond.
Spiegel helped found in 2011 and is now based in the Venice Beach neighborhood of Los Angeles, needs to justify a valuation of about $19 billion that its investors have placed on it.
The company also faces sky-high revenue expectations; the investment bank Jefferies recently projected that Snapchat’s revenue would grow to $1 billion next year from more than $350 million this year.
In May, for Cinco de Mayo, the fast-food chain Taco Bell designed a Snapchat lens that allowed people to turn their heads into a taco in the app, with the chain’s logo sitting prominently on the screen.
Snapchat said millions of consumers in the United States, Australia and Italy played with the lens for about the same amount of time as it takes to watch a normal video ad.