Surely Evan Spiegel has had to let go of a few employees of late. In February, in one nonchalant – albeit powerful – Tweet, Kylie Jenner lost Snapchat a staggering US$1 billion (AUD$1.3 billion). “Sooo does anyone else not open Snapchat anymore? Or is it just me… ugh this is so sad,” the reality television star and makeup mogul tweeted to her 25 million followers. Shares instantly dropped.

As a result, Snapchat has had to do some damage control and what they definitely didn’t need was to publish a tone-deaf advertisement asking users whether they would prefer to “slap Rihanna” or “punch Chris brown”.

The app giant has since apologised and claimed the “Would You Rather” game was not meant to be published but the damage had already been done and one user in particular had a lot to say on the topic; Rihanna. “Now SNAPCHAT I know you already know you ain’t my fav app out there! But I’m just trying to figure out what the point was with this mess!” she wrote. “I’d love to call it ignorance but I know you ain’t that dumb. You spent money to animate something that would intentionally bring shame to DV victims and made a joke of it.”

It has since been revealed Snapchat stock dropped 4 percent equating to a loss of US$800 million (AUD$1 billion). Between Rihanna and Jenner, that’s AUD$2.3 billion gone. This in turn affects the net worth of Spiegel as he owns 18% of the company – he is now worth US$3.8 billion (AUD$4.9 billion), US$150 million dollar less than prior to Rihanna’s outburst.