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Building the Next Snapchat: Inside setlog, the Vlog App Topping Charts Across Asia — with Devin Doty
setlog is a vlog app where friends’ two-second videos play side by side in sync. After launching in South Korea, it reached No. 1 there, then unexpectedly became Japan’s No. 1 app and spread across East Asia. In this 90-minute conversation, founder Devin Doty—who spent eight and a half years at Snapchat—shares how setlog emerged from 18 months of experiments, the Korean Reels that inspired it, why the team launched in South Korea, and what he wishes he had done differently when the app suddenly took off. He also opens up about running setlog with a four-person, AI-driven team; retention, downloads, and fundraising; a monetization strategy designed to avoid dependence on ads; the role of product taste; and his vision for setlog to become the most popular camera.