![]() ![]() In addition the UI is one screen which makes it extremely easy and fast to send a photo or video in the momentģ) Stickiness - snapchat's disappearing photo feature makes each incoming snap a surprise. By making photos private and disappearing Snapchat reduced the friction or hesitation to share since: a) you're more likely to share a goofy photo and send more per day if it's not on FB and b) you're more likely to send something a little edgy (whatever that means to you) if it's going to disappear. Reduced friction - photo-sharing is one of the most frequent daily behaviors of smart phone users. Products such as these face a huge challenge of making something addictive enough that it will be used at high frequency between friends but if they're able to achieve this they can generate almost indefensible network effects.Ģ. Typical examples include FB, LinkedIn but even more extreme as pure viral products are communication tools such as a phone, text message or email, which effectively have zero value without at least 1 other person using them. Network Effects/Communication apps - the most viral products are those that have increasing value as more friends use them. There are several reasons SnapChat was able to grow so quickly. Happy to talk to you if you're considering building a mobile app, about what I've learned about the "table stakes" for success. Essentially, "if it's safe enough to send a sext, it's safe for any kind of communication I want to have." And although the safety and security of Snapchat is actually not as advertised, it still enjoys the reputation of having less impact than any primarily web-based service.īuilding a successful mobile application is one of the hardest challenges to face designers, programmers and entrepreneurs in the history of writing software. "Leveraged PR even bad PR" The fact that the app got so much press about it being used to sext was perfect PR for the company, as it essentially reinforced the brand experience that it has today. An important distinction is that it's not just parents and relatives that young people are trying to avoid, but also employers & colleges who are increasingly using "mature" social networks to review applicants. As a result, they've had a desire to find places to express themselves in places inaccessible by older generations. "Provided an escape from the "maturity" of other online services." Too many parents, aunts, uncles and other "old people" have encroached into the social networks of teens and young people. Snapchat built something that provided an experience that leveraged the feeling of privacy and intimacy that is unique to mobile. Photo-sharing has become a core part of the way we communicate now. Every internet company that started before around 2010 has built their core interactions around "the old web" one which was accessed primarily via a browser on a computer.Ĭompanies that start with a clean slate, should be building their interactions around how to do whatever the app is supposed to do while leveraging what is unique to people's relationship to their mobile devices. ![]() We now have an *intimate* relationship with our phone like no other device in the history of technology. "Leveraging the intimacy and privacy of the mobile phone." There are a couple of factors responsible for it's growth that are instructive to anyone building a mobile app. Spiegel had a biting response to Facebook’s copycat tactics: “Just because Yahoo has a search box doesn’t make it Google.I'm answering your question assuming that you hope to be able to replicate it's own success in your own mobile app. The company recently said Instagram Stories alone had reached 200 million daily active users. To compensate for the lacklustre user growth, Snap pointed out that more than 3 billion daily snaps were created in order to underscore how actively engaged its user base is.įacebook, which once made a $3bn bid for Snapchat, has upped the ante by making the camera a central piece of its apps and offering features similar to Snap on its platforms, including Instagram and WhatsApp. “It’s an easy way to grow daily actives quickly but we don’t think those techniques are sustainable over the long term and it impacts our relationship with customers,” he said. Snap CEO Evan Spiegel said in the earnings call that the company refuses to engage in the type of “growth hacking” used by other companies, including sending lots of push notifications to get users to “do something unnatural”. Snap stock plunges after first earnings report /K1d5gtI9Kf- Bloomberg Markets May 10, 2017 ![]()
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