Facebook, Twitter and Instagram have been the leaders on the list of social media platforms for years. They are now, however, threatened by an upcoming rising star in the social media platform: Snapchat. This unique, short story video and photography channel has attracted over 100 million daily active Snapchatters in less than 5 years.
The feature of Snapchat that is most distinctive is its transient characteristic. The fact that video or photo, called a ‘Snapstory,’ only lasts up to 24 hours and each ‘Snap’ up to 10 seconds intrigues the users and removes the idea of every photo remaining online forever, thereby giving users the freedom to be as casual, creative and goofy as one desires. Gary Vaynerchuk, the author of “Jab, Jab, Jab, Right Hook”, found that marketers have 100% of their audience’s attention for the length of the content’s life.
Moreover, different features within Snapchat make it more engaging and interesting for users. The ability to comment along with Snapchat’s unique filters have been a huge success and are immensely popular amongst users. These features are also used by the influencers of Snapchat themselves, who can partly be credited with the success of the platform. The creativity that each influencer expresses while using these features helps them to attract more viewers every minute. The constant updates on their Snapstory also creates a story-type platform for the users remain involved in the influencer’s life and to feel connected with them.
It is undoubtable that Snapchat is a rising star in social media; according to Piper Jaffray’s research, teens view Snapchat as the ‘most important’ social network. This can be explained by the novel and innovative features on this platform. Well-known influencers have created accounts on Snapchat and are largely contributing to the increasing usage of the platform. Snapchat is held in high regard in the social media sphere and is gaining more users and influencers every minute.