Snapchat, You've Changed

I first downloaded the Snapchat mobile application back in 2012. I had seen it on some kind of "trending apps" list and thought I would see what it was all about. It mildly entertaining to be able to send these temporary picture messages, but a conversation through mostly facial expressions and 31 characters of tiny text can only entertain for so long.

As more and more of my friends joined and I discovered the color drawing and filter features, things got more interesting. Then they added the ability to manipulate text, use emojis, and broadcast your content to all your friends through the "My Story" feature. Yes, it was all coming together for me. Suddenly I was an everyday snapper, and of course watched all my friends' stories each day (to keep my stories page clear if for nothing else).

What I like about Snapchat is that it is simple and focuses on the one function of letting users share moments. You really don't have to think when you use Snapchat -- it's just an entertaining way to share and communicate. At least, that's how it was...

At the end of last month, the latest Snapchat app update was released with a new feature called Discover that broadcasts content from brand channels like CNN, Cosmopolitan, and ESPN. The content shown on each channel is selected by an editorial team. In fact, Snapchat makes a point in the notes about this feature that it is "not social media" for that reason. There is also a Snapchat channel where the company is broadcasting its own original series. So far that content has gotten less than stellar reviews.

If you want to learn more about Discover, don't watch Snapchat's promo video for it because you won't learn a thing...

When I explored the Discover feature, it didn't impress me. The content shown on the channels I watched seemed like repurposed clips from web or television content. The whole thing just felt forced, as if Snapchat wanted a way to say, "we aren't just for teens anymore!" I would have thought they might be more loyal to one of the main demographics that built their success!

To add insult to injury for the teen group, Snapchat removed the "Best Friends" feature with that same update. This was a feature that allowed you to click on a friend's name and see the 3 other Snapchat users that person interacts with most. It is a great way for teens to spy on each other and create gossip, so it was obviously a favorite. However, reports assure us that "Best Friends" will be making a comeback.

My point is that Snapchat seems to be abandoning some of the core simplicity that made it great in order to play in the major leagues of apps. They may be in store for growing pains if many teen users drop off and aren't replaced by adults at the same usage levels. It could be that these new features simply make Snapchat more appealing to everyone and all will be well in the app-sphere, but I fear the new features aren't useful or engaging enough to bring in a substantial new adult audiences.

With this new focus on brand channels, I think we all should brace ourselves - ads are coming...