New York Times social editor Talya Minsberg says when you first look at Snapchat, you’ll realize that your preconceived notions of the app are mostly false: “There are really creative individuals and organizations making some pretty compelling stories on Snapchat, and watching a story on Snapchat is less passive than you may think.” For the traditional media organization to fit into Snapchat, NYT reached out to some of the best storytellers in its newsroom and gave them each a specific amount of time to tell a story from their viewpoint. But despite the platform, Minsberg says Snapchat content is held to the same standards as anything else published by NYT: “There are just more doodles and emojis in a Snapchat story than you would see in print!”