Snapchat used to be all the rage for millennials when it came to messaging over a social platform. It brought communication to a unique new form, allowing picture and text messaging in a quick and fun way. However, Snapchat has grown less and less popular, even within their target market. The app seems to be losing users more and more frequently, due to numerous issues with their business.
Snapchat has changed their format multiple times within the past year, causing consumer discontent. With so many changes, the app becomes more confusing with the user adjustments. It seems as soon as the user becomes comfortable with the new format, a new change appears. Celebrities, such as Kylie Jenner, have spoken out against Snapchat’s design changes, leading to many users to discontinue use of the app altogether. Having so much discontent with this format did not motivate Snapchat to move back to its original design. Having such a public backlash to the design without change has led to a decrease in users.
Another downfall to Snapchat is the fact that most Snapchat features can now be found on other social media platforms. Instagram and Facebook now both have the “Stories” feature, which used to be unique to Snapchat alone. These features are no longer novel to Snapchat, making the app less intriguing to users. This change in other social media platforms nearly makes Snapchat irrelevant, especially to companies marketing their products or services. The features that are unique to Snapchat, such as Snap Map, are rarely utilized. With less and less unique features to the app, people are less inclined to use it.
With both of these problems occurring, Snapchat is becoming less and less popular. I believe that Snapchat will begin to phase out of people’s regular social media use. Less and less companies see the value in investing in the platform, which, I believe, will lead to their downfall.