A trip, however short, to any part of USA, It will help us to discover that Snapchat is on an unstoppable rise in terms of use among the young population, while the company led by Evan Spiegel is unable to get its application off the ground in other countries such as Spain.
How it works
Snapchat has changed a lot since its launch, pivoting on several occasions towards different models of use, but it has always been based on a premise: the temporality of the messages. This was a problem at the time as it was classified as app for 'sexting', but over time it seems that those accusations have been a bit forgotten.
It was born as an application oriented to the temporary messaging of images, but it has been undergoing changes and evolving until combining said messaging with a function in which we can post photos and videos in our personal history for all the friends we have added to see. These images are available for 24 hours, and they don't disappear forever like private messages do.
On the other hand, Snapchat offers different filters to make images and videos more fun (before they were paid, now it offers 10 a day for free), as well as different utilities to add text or even draw what we want before sharing the image.
Success and failure
In the United States his success among the so-called 'Millennials'is incontestable, that basically they are those born between approximately 1981 and 2000. Outside of that age range its use is rather marginal, but little by little the application grows with different content from official sources (such as fashion brands or sports leagues) to add more users and achieve sustained growth.
If we keep him use in Spain, the reality is that there are many people registered but very few people who use it. Compared with WhatsApp or Facebook Messenger, the use is totally marginal, perhaps because we have not been able to understand the use of the app well or because we simply have not been able to transmit the correct message with it.
The reality is that, even if you don't want to post anything, it is a very usable application. There are many interesting accounts (health, sports, cooking, humor, etc.) that will allow us to get the most out of the white ghost application. It is true that you will not have many active users among your contacts, but someone will have to start, right?
Our assessment
Perhaps the question would be, what additional value does snapchat offer compared to its competitors?