Terms and Conditions magazine recently had the opportunity to attend the Snapchat ‘Less Likes, More Love’ National Portrait Gallery event in London on June 21st. Our London brand ambassador, Paul Low-Hang , attended the event which aims to cultivate more authentic social connections. During this, Paul had a chance to talk to Kitty, a member of the Snapchat public relations team. She revealed the vision behind the event, emphasising the ways that Snapchat will and has separated itself from other social media giants. Snapchat has and continues to prioritise solidifying friendships over superficial likes.

Therefore, the event serves to reiterate these themes, which are made even more evident by the surrounding timeless historical paintings that capture the true nature of humanity, as Snapchat aims to do through its own medium. This promotion of Snapchat’s new unique, healthy features that facilitate interaction between friends and creators alike aligns with the global trend among many social media giants since BeReal. It demonstrates a global shift away from superficiality and towards authenticity. As part of the event, participants also got to experience an augmented reality photo booth that was made to support International Friendship Day on June 29th.