Shares of the Snapchat parent company sank 6.1 percent on Thursday, wiping out US$1.3 billion in market value, on the heels of a tweet on Wednesday from US TV personality Kylie Jenner, who said she does not open the app anymore.
Snap has rejected complaints about November's re-design to its messaging app, with its boss Evan Spiegel saying earlier this month that users just needed time to get used to it. Users hated the confusing interface so much that a petition on Change.org reached over 1.2 million signatures.
USA celebrity Kylie Jenner yesterday wiped around $1.3bn (£900m) off the market value of Snap. But don't underestimate Jenner or anyone in her famous family.
He must weigh whether to push forward with a controversial app redesign that could either reinvigorate Snapchat's growth or drive users, including Kylie Jenner, into the arms of rival Instagram.
She did so by using another social media platform, namely Twitter. In two weeks it amassed 59 million views.
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Once a staple of every person's social media arsenal, Snapchat is now struggling to continue to keep up with changing trends in our everyday use.
After facing massive backlash from its user base, Snapchat will add some features to its latest update to make finding stories easier.
Hewitt went on to explain, "People are part of communities: If your friends are still there, you need to be, too". Although many users joined groups on the platform opposing the new layout, Facebook did not change it back.
Even with her attempts to soften the blow, she wasn't the only major brand or celeb to publicly discuss stepping away from the network.
Snapchat also said they will listen closely to find new ways for the service to improve.
Hewitt said, "Instagram has, to some degree, stolen some of Snap's customers away for a more educated and graphical experience".