Snapchat is NOT a social network

snapchat logo in latte

Recently some of my co-workers and I have been experimenting with Snapchat. Interesting thing happened fairly quickly after we got started – we realized we were missing our usual ways to engage with content creators since there is no “like” or “favorite” button or a comment field on Snapchat. We began calling Snapchat the anti-social social network.

But it wasn’t until  after a conversation with a Snapchat rep that I understood that Snapchat was not designed to be a social network at all. Instead, it is a personal messaging system where engagement happens “in the moment” and nobody cares about stale content. It fact all content disappears within seconds or hours of viewing it. No need to curate an ever lasting Snapchat persona, no digital footprint to worry about, no drama if your friend gets more likes on a post that you do.

My FOMO brain has a hard time adjusting to this value proposition, but I remember how much I had to convince myself to fit my thoughts into 140 tweets back in 2006. Are you on Snapchat?

Photo credit: Yuko Honda

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