Here's Why Your Friend Uses Snapchat

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Hey 🖐

I got a call from my friend two days ago. Wondering (because I spoke with him a few minutes ago, and everything went okay), I answered him. He started yelling at me for no reason (at least, I didn't know what went in his head) 😕

I asked him why once he finished, and he said, "We lost streak on Snapchat." He was the reason I started snapping, and now that I lost 200 days of streaks with him 😔 he was so mad at me.

Likewise, many people in the world do not worry about stories on Instagram, engagement on Facebook posts, or retweets on X, but will always keep an eye on Snapchat, especially streaks 🔥

But why? What did Snapchat do that other social channels didn't? Let's find it out.

Market before Snapchat

In 2011, mobile messaging platforms like SMS and email dominated the messaging world. While these applications offered communication, they lacked the features teenagers craved for. Here's a breakdown of the specific challenges Snapchat addressed:

• Lack of fleetingness: Existing platforms archived messages indefinitely, creating pressure for users to curate their texts. This wasn't ideal for sharing easygoing moments, jokes, or silly thoughts that teenagers might not want hanging around forever.

• Limited content sharing: Text-based messaging was the primary format, restricting the ability to express oneself creatively through photos and videos.

• Privacy concerns: The permanence of messages created a sense of anxiety around what could be used against someone later.

Teenage Needs

Teenagers, a noteworthy target demographic for mobile communication, have unique communication styles. They often:

• Crave authenticity: They prefer unfiltered and spontaneous interactions that reflect their real lives.

• Value privacy: They may be more cautious about what they share online, fearing potential judgment or repurposing of content.

• Seek novelty and fun: They are drawn to features that add a playful element to communication.

The Gap

Existing messaging portals lacked all these teenager needs. Snapchat identified this gap and aimed to create a product that addressed the following:

• Need for disappearing content: By offering messages that self-destruct after viewing, Snapchat aimed to encourage more open and carefree communication.

• Emphasis on visual content: Adding photo and video capabilities allowed for richer and more engaging communication.

• Focus on fun and playfulness: Disappearing messages created a sense of urgency and excitement, while features like filters and lenses added a playful element to content creation.

Overall, the challenge for Snapchat was to create a mobile messaging platform addressing the needs and desires teenagers wanted, particularly fleetingness, visuality, privacy, and a fun, engaging experience.

Snapchat's Solution

To address the challenges identified in the teenage mobile messaging market, Snapchat's MVP (Minimum Viable Product) focused on a core functionality: ephemeral messages. Here's a deeper look at the solution and its key features:

1. Disappearing Messages

• Users could send text, photos, or videos (called "snaps") that would disappear after a set time chosen by the sender (typically a few seconds).

• This feature addressed the lack of impermanence by creating a space for spontaneous, unfiltered communication without the pressure of permanence.

• It also encouraged a sense of urgency and excitement, boosting immediate engagement with the content.

2. Real-Time Communication

• Unlike email or traditional messaging, Snapchat enables real-time communication through features like live typing indicators and instant delivery notifications.

• This improved the feeling of a live conversation and encouraged back-and-forth interaction.

3. Focus on Visual Content

• Snapchat incorporated photo and video capturing capabilities to enable visual communication for users.

• This allowed users to express themselves more creatively and share glimpses of their lives beyond just text.

4. Customization and Playfulness

• Even in the MVP stage, Snapchat offered basic filters that could be applied to snaps, adding a fun and creative touch to photo and video messages.

• This early focus on customization addressed the teenage desire for novelty and self-expression.

Building the Core Experience

The design of the MVP prioritized simplicity and ease of use. Key features included:

• Intuitive interface: Sending and receiving snaps involved swiping left or right, making the app easy to learn and navigate.

• Focus on the sender: The sender had control over the duration a recipient could view a snap, further emphasizing the concept of disappearing content.

• Privacy features: Snapchat included screenshot notifications to alert users if someone tried to capture their disappearing messages.

By focusing on these core functionalities, Snapchat provided a unique value proposition: a mobile messaging platform that eased spontaneous, visual communication with disappearing content, perfect for carefree expression among teenagers.

Testing & Learning

Snapchat's success wasn't just about the disappearing message concept. A crucial element in their journey was the testing and learning phase that helped refine the product and ensure it resonated with their target audience. Here's a closer look at how they achieved this:

1. Strategic Launch

Instead of a widespread rollout, Snapchat launched on a limited scale, targeting college campuses. Doing so allowed them to:

• Focus on early adopters: College students, known for being tech-savvy and trendsetters, were ideal for testing the concept and providing valuable early feedback.

• Control the environment: A smaller user base made it easier to monitor usage patterns, identify bugs, and gather feedback directly.

• Generate buzz: The limited availability created a sense of exclusivity and intrigue, further fueling interest in the platform.

2. User Feedback Loop

Snapchat actively sought feedback from early users through various channels:

• App Store reviews: Monitoring user reviews on platforms like the App Store provided the team insights into user pain points and areas for improvement.

• Direct communication: Encouraging users to report issues and suggest features encouraged a sense of community and valuable user insights.

• In-app analytics: Tracking user behavior within the app, such as feature usage and content creation patterns, helped understand how users interacted with the platform.

3. Data-Driven Decisions

The feedback and data collected helped make informed decisions about future iterations. For example:

• Early user feedback revealed that some users found text-only communication limiting, which led to the introduction of photo and video capabilities in a later update.

• Data on content creation showed high engagement with filters. This provoked the development of more diverse and interactive filters, further improving the user experience.

This testing and learning process wasn't a one-time event. It was an ongoing cycle that allowed Snapchat to continuously iterate and improve the product based on user feedback and evolving trends. This focus on user-centric development helped propel Snapchat towards mainstream adoption.

Iterative Journey

Snapchat's success story wasn't just about the disappearing message concept. It was fueled by a continuous process of iteration, where they constantly refined their product based on user feedback and market trends. Here's a deeper dive into how they iterated:

1. Responding to User Needs

Early user feedback highlighted a desire for richer communication beyond text. Based on this, Snapchat introduced:

• Photo and video snaps: This allowed users to share moments and express themselves more creatively.

• Stories: This feature, inspired by a similar concept on Instagram, allowed users to create snaps viewable for 24 hours. It addressed the need to share glimpses of their day without the pressure of permanence associated with traditional social media posts.

2. Adding Layers of Fun

Recognizing the teenage desire for novelty and engagement, Snapchat introduced:

• Filters and Lenses: These playful additions allowed users to distort their faces, add funny effects, and improve their snaps. Not only did this enable creativity but it also became a key differentiator for Snapchat.

• Streaks: To encourage daily engagement, Snapchat introduced "streaks" which counted the consecutive days two users sent snaps to each other. This gamified the experience and added a layer of friendly competition, keeping users coming back for more.

3. Prioritizing User Control

User feedback also emphasized the importance of control over their disappearing messages. This led to features like:

• Screenshot notifications: Alerting users when someone tried to capture their disappearing messages reinforced the concept of ephemerality and user control.

• Ghost Mode: This feature allowed users to temporarily become invisible on the map, further emphasizing user privacy and control over their online presence.

4. Adapting to Evolving Trends

As the social media landscape changed, Snapchat continued to iterate:

• Discovery: This feature introduced curated content channels showing stories from celebrities, influencers, and media outlets. This addressed the growing demand for diverse content within the platform.

• Shows: Building on the popularity of short-form video content, Snapchat introduced "Shows" – original episodic content created by professional creators.

These iterations weren't random additions. Each feature was carefully considered based on user feedback, data analysis, and emerging trends. This user-centric approach ensured that Snapchat delivered a valuable and engaging experience for its target audience.

Results

By focusing on a core value proposition that resonated with a specific audience and employing a user-centric development approach, Snapchat achieved remarkable results:

1. Rapid User Growth

• The concept of disappearing messages struck a chord with teenagers. Within a short period, Snapchat had hundreds of millions of daily active users by 2014, just a few years after its launch.

• This rapid user growth highlighted the success of their targeted approach and the strong product-market fit they achieved.

2. High Engagement

• Disappearing content encouraged frequent interaction and content creation, keeping users glued to the platform. This was evident in hundreds and millions of daily active users.

• Users weren't just logging in. They were actively creating and sharing content. Daily "snap rates" (the number of snaps sent and received daily) reached staggering figures.

3. Market Differentiation

• Snapchat carved out a unique space in social media, showing itself as the go-to platform for ephemeral sharing. This was reflected in Snapchat's user base - teenagers and young adults, the demographic they initially targeted.

• Snapchat became synonymous with disappearing messages and playful filters, differentiating itself from competitors like Facebook and Instagram.

Financial Performance

While Snapchat is not publicly traded, financial reports from its pre-IPO days (2024) offer some insights:

• Revenue growth: In Q1 of 2024, Snapchat reported revenue of $1.2 billion, a 21% increase year-over-year. This shows the platform's ability to monetize its user base through advertising and other revenue streams.

• User growth and revenue correlation: The continued user growth led to increased advertising revenue potential, highlighting the effectiveness of their user acquisition and engagement strategies.

Conclusion

Snapchat's journey from a niche messaging app to a successful social media platform is the result of understanding user needs. By prioritizing teenagers' desire for carefree expression, they created a unique space in the market. Through continuous iteration based on user feedback, Snapchat added various features to keep users engaged and entertained.