Snapchat filed for its initial public offering Thursday, which makes it a good time to admit that I completely suck at Snapchat.
I have the app on my phone (I installed it first on my iPad, which should exhibit how confused I am about the whole proposition), but it’s among the least-used apps on that device. And that doesn’t seem likely to change.
Few of the friends from whom I’d want to get real-time messages number among its 158 million daily active users, and even fewer seem to use it actively versus lurking on it. I will check out the occasional Story from a news or entertainment site, but that slightly longer-form medium has yet to become a regular part of my info-diet.
I could use Snapchat as yet another way to connect with readers. But without any clients or readers asking me to do this–and with a surplus of social-media distractions already on my various devices–I’m struggling to see the upside.
The biggest reason for my holding off is, to put it bluntly, is that I’m ancient relative to Snapchat’s millennial demographic. I didn’t get the initial appeal of the app when it was focused on
sexting disappearing messages, and I’ve been stuck in a get-off-my-lawn mentality ever since.
Snapchat’s self-inflicted wounds are part of the story too. This startup had barely been in existence for three years before having a data breach expose partial phone numbers of more than 4.5 million users, after which it accepted a 20-year settlement with the Federal Trade Commission. That’s not the sort of thing that makes me want to give an app access to my phone’s contacts list. It does not help that founder Evan Spiegel hasn’t exactly seemed like the most enlightened founder in tech.
Finally, there’s Snapchat’s cryptic interface, which expects the user to swipe in random directions to see what features might surface. When the clearest explanation of this UI comes as a diagram on page 92 of Thursday’s S-1 filing with the Securities and Exchange Commission, we have a serious failure of discoverability. That, too, does not make me want to spend my time figuring out this app.
As that pre-IPO disclosure to investors itself admits: “These new behaviors, such as swiping and tapping in the Snapchat application, are not always intuitive to users.”
I’m not going to delete the app from my phone or anything. It’s an important part of social media today, and I should stay at least functionally literate in it. But if you were hoping to have that be yet another instant-messaging app you can reach me on… look, don’t I have enough of those to monitor already?
Perhaps I’m wrong. If so, please don’t try to convince me otherwise in a Snapchat chat; leave a comment here instead.
Because I’m in marketing, I try to understand Snapchat too. But I am so not the demographic, it’s all lost on me.
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