Some of the obstacles and competition Snapchat has faced in its progression include conflicts between the founders and major platform competitors such as Facebook incorporating its ad revenue platform. One of the first obstacles that came between the founders happened in the fall of 2011.
According to Crook & Escher, “…Brown and Spiegel got in a fight over…equity splits….and wanted 30 percent equity. Spiegel and Murphy disagreed…booted him from the company…”. The original team of Snapchat disbanded due to issues of greed. Although this unfortunate event occurred the change brought about the official name change to Snapchat
An interview article in Bloomberg Technology by Oliver Renick addresses the social networking “competition” between Facebook and Snapchat. Renick states
“…Advertising has to get related to consumer spending,” Left said. “Of course, they’re going to be able to monetize Instagram and Facebook video and everything else, but you can’t discount viewership of YouTube and Snapchat. Anyone who has a teen knows you can’t discount the relevancy of Snapchat.”.
This means that Facebook & Instagram may have the scheme to incorporate monetization systems in their platforms. They may fail to consider the user networks of YouTube and Snapchat that have captured much loyalty in the social networking market. Also, this consideration puts Snapchat in the competitive realm of the major ad revenue generators in social networking that influence media of today and the future.
The infamous filters make Snapchat an up-and-coming social media networking platform. Although Snapchat was brought to market in 2011, it is currently mostly known for its user self-applied filtered options and instant messaging.
In Snapchat 101: Selfies, Filters, and Emojis, Oh My! by Gage Grammer, talks about “…everyone was joining the selfie nation!”. According to Grammer, “…Snapchat has become … popular instant messaging app …with people between the ages of 13–34…”.
The main ways to consume this app’s content are Stories, Discover, Live, and Local.
These methods are the normal ways the app is enjoyed.
Grammer also says, “…Brands LOVE and utilize Snapchat to engage with their audience on a platform that allows them to directly interact with their favorite brand by taking screenshots, discovering secret passwords, and sending replies…”.
The intimacy of this unique technology with its using audience further defines the application’s potential with user loyalty. Snapchat has evolved into a unique broadcasting network to interacted brands with user-submitted content. These filters are the niche of Snapchat that makes it an up-and-coming social media networking platform.
You have only 10 seconds to view the snaps, and it is important to keep the customers on the chain of stories.
Brands use Snap Chat to see how many followers or viewers they have. Customers know more personal opinions of the brands or someone they follow, and the brands will know what to improve, generate ideas to attract customers. The funny part here is you only see the stories maximum of ten seconds. Doing mundane daily routines on Snap Chat can also attract customers such as DJ Khaled. Basically, Snapchat puts on clothes, go-to the studio, talks trash to someone, and snaps his clothes. It is so basic that you can’t believe that he has so many followers. Therefore, Snap Chat gets customers attached to the app more because you watch again and again the snaps.
Why do we like Snapchat?
We like it for the same reasons we liked Facebook and Twitter when they came onto the scene: they’re cool, and possibilities are endless. Snapchat provides marketers and brands a platform for interacting with consumers in a humorous and personal way. Imagine if you got a Snap Chat from Burger King or the Michelin Man? It’s funny. It’s slightly unsettling. It’s a great brand experience.
The Facebook Poke platform was utilized by an Israeli Lingerie brand, sending a ten-second titillating video of a model putting on the brand’s tights. Clearly, there is the safety of the Facebook name behind Poke, but we believe the real success will be using the Snap Chat platform.
When you open the app, the camera is instantly activated, and with a single tap, you’re snapping a pic. You don’t even need to dig through menus to take a video — hold the record button. You feel more connected to your friends because you get photo updates of their lives throughout the day. Publicly using Snapchat can be scary. It makes you feel vulnerable because it provides others with a glimpse into your day-to-day life, which cannot be faked with layers of editing. Snapchat is raw, intimate, and is a great way to interact with others. Finally, people gravitate towards authenticity and find such vulnerability refreshing in a world of photoshopped perfection.