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As of May 2012, 25 Snapchat images were being sent per second[21] and, as of November 2012, users had shared over one billion photos on the Snapchat iOS app, with 20 million photos being shared per day.[21][22] That same month, Spiegel cited problems with user base scalability as the reason why Snapchat was experiencing some difficulties delivering its images, known as "snaps", in real time.[21] Snapchat was released as an Android app on October 29, 2012.[21]
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In June 2013, Snapchat version 5.0, dubbed "Banquo", was released for iOS. The updated version introduced several speed and design enhancements, including swipe navigation, double-tap to reply, an improved friend finder, and in-app profiles.[23] The name is a reference to the ghostly hero from Shakespeare's Macbeth, a character in the play who is ultimately seen to be victorious over evil.[24] Also in June 2013, Snapchat introduced Snapkidz for users under 13 years of age. Snapkidz was part of the original Snapchat application and was activated when the user provided a date of birth to verify his/her age. Snapkidz allowed children to take snaps and draw on them, but they could not send snaps to other users and could only save snaps locally on the device being used.[25]
Snapchat announced a redesign in November 2017,[39] which proved controversial with many of its followers. CNBC's Ingrid Angulo listed some of the reasons why many disliked the update, citing that sending a snap and re-watching stories was more complicated, stories and incoming snaps were now listed on the same page, and that the Discover page now included featured and sponsored content.[40] A tweet sent by Kylie Jenner in February 2018, which criticized the redesign of the Snapchat app,[41] reportedly caused Snap Inc. to lose more than $1.3 billion in market value.[42][43] Over 1.2 million people signed a Change.org petition asking the company to remove the new app update.[44]
In December 2019, App Annie announced Snapchat to be the 5th most downloaded mobile app of the decade. The data includes figures for iOS downloads starting from 2010 and Android downloads starting from 2012.[45] Snapchat acquired AI Factory, a computer vision startup, in January 2020 to give a boost to its video capabilities.[46]
Snapchat is primarily used for creating multimedia messages referred to as "snaps"; snaps can consist of a photo or a short video, and can be edited to include filters and effects, text captions, and drawings.[51][52] Snaps can be directed privately to selected contacts, or to a semi-public "Story" or a public "Story" called "Our Story".[53] The ability to send video snaps was added as a feature option in December 2012. By holding down on the photo button while inside the app, a video of up to ten seconds in length can be captured. Spiegel explained that this process allowed the video data to be compressed into the size of a photo.[54] A later update allowed the ability to record up to 60 seconds, but are still segmented into 10 second intervals. After a single viewing, the video disappears by default. On May 1, 2014, the ability to communicate via video chat was added. Direct messaging features were also included in the update, allowing users to send ephemeral text messages to friends and family while saving any needed information by clicking on it.[55][56] According to CIO, Snapchat uses real-time marketing concepts and temporality to make the app appealing to users.[57] According to Marketing Pro, Snapchat attracts interest and potential customers by combining the AIDA (marketing) model with modern digital technology.[58]
Private message photo snaps can be viewed for a user-specified length of time (1 to 10 seconds as determined by the sender) before they become inaccessible. Users were previously required to hold down on the screen in order to view a snap; this behavior was removed in July 2015[59] The requirement to hold on the screen was intended to frustrate the ability to take screenshots of snaps; the Snapchat app does not prevent screenshots from being taken but can notify the sender if it detects that it has been saved. However, these notifications can be bypassed through either unauthorized modifications to the app or by obtaining the image through external means.[13][21][60] One snap per day can be replayed for free.[61] In September 2015, Snapchat introduced the option to purchase additional replays through in-app purchases.[62][61][63] The ability to purchase extra replays was removed in April 2016.[64][65]
In July 2016, Snapchat introduced a new, optional feature known as "Memories". Memories allow snaps and story posts to be saved into a private storage area, where they can be viewed alongside other photos stored on the device, as well as edited and published as snaps, story posts, or messages anytime. When shared with a user's current story, the memory would have a timestamp to indicate its age. Content in the Memories storage area can be searched by date or using a local object recognition system. Snaps accessible within Memories can additionally be placed into a "My Eyes Only" area that is locked with a Personal identification number (PIN). Snapchat has stated that the Memories feature was inspired by the practice of manually scrolling through photos on a phone to show them to others.[69] In April 2017, the white border around old memories was removed. While originally intended to let viewers know the material was old, TechCrunch wrote that the indicator "ended up annoying users who didn't want their snaps altered, sometimes to the point where they would decide not to share the old content at all."[70][71]
In July 2017, Snapchat started allowing users to add links to snaps, enabling them to direct viewers to specific websites; the feature was only available for brands previously. Additionally, the update added more creative tools: A "Backdrop" feature lets users cut out a specific object from their photo and apply colorful patterns to it in order to bring greater emphasis to that object, and "Voice Filters" enable users to remix the sounds of their voices in the snap. Voice Filters was previously available as part of the feature enabling augmented reality lenses, with the new update adding a dedicated speaker icon to remix the audio in any snap.[75][76]
The "Lens" feature, introduced in September 2015, allows users to add real-time effects into their snaps by using face detection technology. This is activated by long-pressing on a face within the viewfinder.[88] In April 2017, Snapchat extended this feature into "World Lenses", which use augmented reality technology to integrate 3D rendered elements (such as objects and animated characters) into scenes; these elements are placed and anchored in 3D space.[89][90]
Friend emojis can be customized, however the default emojis are listed below.The snapscore, which states the amount of snaps one has sent and received is recorded and is visible to one's friends. If users tap their own score it shows the ratio of sent and received snaps, the amount of snaps they have sent is on the right and the amount of snaps they have received is on the left, these numbers combined are their Snapchat score.[97] There are multiple synonyms for Snapchat score such as Snapchat points, Snapscore, Snap points and Snap Number.[98] YouTube has a similar rewards system called "Perks".
In June 2014, the story feature was expanded to incorporate "Our Stories", which was then changed to "Live Stories" about a year later. The feature allows users on-location at specific events (such as music festivals or sporting events) to contribute snaps to a curated story advertised to all users, showcasing a single event from multiple perspectives and viewpoints. These curated snaps provided by the app's contributors and selected for the "Live" section could also be more localized, but Snapchat eventually scaled back the more personal imaging streams in order to emphasize public events.[103][104][105][106][107][108]
In January 2015, Snapchat introduced "Discover" an area containing channels of ad-supported short-form content from major publishers, including BuzzFeed, CNN, ESPN, Mashable, People, Vice and Snapchat itself among others.[110][111][112] To address data usage concerns related to these functions, a "Travel Mode" option was added in August 2015. When activated, the feature prevents the automatic downloading of snaps until they are explicitly requested by the user.[113]
In January 2018, Snapchat introduced the use of end-to-end encryption in the application but only for snaps (pictures and video), according to a Snapchat security engineer presenting at the January 2019 Real World Crypto Conference.[138][139][140] As of the January 2019 conference Snapchat had plans to introduce end-to-end encryption for text messages and group chats in the future.[141]
The study results also suggested that Snapchat's success is not due to its security properties, but because the users found the application to be fun. The researchers found that users seem to be well-aware (79.4% of respondents) that recovering snaps is possible and a majority of users (52.8% of respondents) report that this does not affect their behavior and use of Snapchat.[143] Many users (52.8% of respondents) were found to use an arbitrary timeout length on snaps regardless of the content type or recipient. The remaining respondents were found to adjust their snaps' timeout depending on the content or the recipient.[143] Reasons for adjusting the time length of snaps included the level of trust and relationship with the recipient, the time needed to comprehend the snap, and avoiding screenshots.[143]
In January 2015, Snapchat began making a shift from focusing on growth to monetization. The company launched its "Discover" feature, which allowed for paid advertising by presenting short-form content from publishers. Its initial launch partners included CNN, Comedy Central, ESPN and Food Network, among others.[111][112][153] In June 2015, Snapchat announced that it would allow advertisers to purchase sponsored geofilters for snaps; an early customer of the offering was McDonald's, who paid for a branded geofilter covering its restaurant locations in the United States.[82] Snapchat made a push to earn ad revenue from its "Live Stories" feature in 2015, after initially launching the feature in 2014. Ad placements can be sold within a live story, or a story can be pitched by a sponsor. Live stories are estimated to reach an average of 20 million viewers in a 24-hour span.[106]
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