Snapchat, Inc.

Instagram and YouTube play nice with their most popular users. Why doesn't Snapchat?

Instagram and YouTube play nice with their most popular users. Why doesn't Snapchat?

Self-described Snapchat power user Michael Platco received a neon sign bearing his name from social media rival Instagram. And a different video app emails 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 just respond to his emails — 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,” said Platco, who supports his...

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