Symbol indicating a streak has been started
How many of you reading this article use Snapchat? I’m pretty sure almost all of you. In this article, I would like to discuss the Unique Selling Point of Snapchat, and what it has done to make the users more hooked on to it, compared to other Social Media platforms trending in the market right now. For those of you who are not aware about Snapchat, Snapchat is a Social Media platform which started of as a platform to share photos and videos with friends all around the world. It later introduced the concept of filters, which was another concept that caught the attention of the users all around the world. The most recent concept that has been added by Snapchat is the concept of Group Video calls and voice calls. But all social media platforms have these features, so what separates Snapchat from the rest of the group? The concepts of streaks seemed to make the difference. Streaks was a concept introduced by Snapchat in 2015, where two individual users send each other snaps continuously, and after three consecutive exchanges the streaks start between the two individuals, and a fire sign comes beside the names of both the individuals. Now why do I say that the concept of streaks added by Snapchat is the difference between them and other social media platforms? Its because its personal, and has emotions involved in it. When a person starts a streak with another person, there is a sense of closeness and emotion involved between the two people. And once the streak has started, it becomes a kind of a necessity to open your phone everyday and send a snap to each person you are maintaining a streak with. And once you open the app, you tend to look at the feed and spend time on the app. Snapchat is indirectly using a technique of emotional blackmail, where if you do not send a snap to the person within 24 hours, your streak will break and it will be your “fault” because of which it is broken. This inside makes you feel guilty, thinking that each day both of you put so much efforts to send snaps, you did it so diligently for so many days, and now its broken and you have to start the streak all over again. I would like to conclude by saying that the only reason why Snapchat has differed from other social media platforms is because it has played the game of “emotions” against the users.