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Evan Spiegel (left) and Bobby Murphy started Snapchat as Stanford classmates. It's an iconic moment in the history of youth culture. Do you remember it? Your kids definitely don't. A lot has changed in the last 35 years. Instead of cable TV screens, teens are watching the smaller ones they keep in their pockets. We're knee-deep in the era of social media. And while Facebook made that a global phenomenon, a different company has muscled in as the arbiter of cool. Just like MTV did three and a half decades ago.

The new king of cool: Snapchat, the mobile app co-founded five years ago by a college dropout named Evan Spiegel, It's a social network for posting photos and videos that self-detonate after a short period, Once dismissed as just an app for sexting, it's now clearly so much more than that, It's also not for everyone, The app's confusing design feels as if someone boston terrier iphone case is intentionally trying to keep out anyone who could threaten its hipness -- kind of like a user interface secret handshake, But if you work hard enough to understand it, you'll find it's the best way in the world to reach young adults, While 1.2 billion people sign into Facebook every day, Snapchat practically owns advertisers' most coveted demographic, "On any given day, Snapchat reaches 41 percent of all 18- to 34-year-olds in the United States," the company boasts on its website, And nearly 70 percent of all 18- to 24-year-olds in the US use the app, according to ComScore..

Snapchat is basically this generation's MTV. "You can guarantee these kids are always on it checking their phones," says Grace Segundo, senior manager of digital marketing at Capitol Records, who uses Snapchat as a centerpiece of promotion for the label's artists. "It's like being at the actual party, instead of curating what people see from the party."The company, which has changed its name to Snap, declined to comment for this story. The app's power users are a who's who of celebrities, including Kim Kardashian, Lady Gaga and John Mayer. DJ Khaled, a record producer and radio personality, became a mainstream name because of his prolific Snaps.

In July, Kardashian posted a recorded conversation of Taylor Swift telling Kanye West she was cool with his lyric, "I feel like me and Taylor might still have sex." The internet went boston terrier iphone case crazy, Later that month, Golden State Warriors power forward Draymond Green apologized after accidentally posting, then quickly deleting, a picture of his penis to his Snapchat account, "It's all-encompassing," says Gary Vaynerchuk, an author and social media marketer, "They live on this platform."Snap's Spectacles let you record 10-second videos for Snapchat..

That kind of cool may be worth billions. In November, it was reported that Snap confidentially filed for an initial public offering that values the company at $30 billion. It could become one of the biggest IPOs in years. How did we even get here?. Snap may be the most unlikely startup success story of the past decade. Its roots are anything but humble. It was co-founded by Spiegel, a lanky, sharp-featured then-21-year-old from an affluent family; Bobby Murphy, the cherub-faced son of American and Filipino parents; and Reggie Brown, their classmate, who has since been ousted from the company and claims he came up with the original idea of a disappearing-photo app. The three were members of the Kappa Sigma fraternity at Stanford University.