Malick Ba

How Snapchat Snapped Back

December 2, 2015

“What’s your Snapchat?” A phrase asked by millions that has nearly replaced asking for someone’s number. To be honest, I’d be lying if I said I hadn’t pulled that one before. But what makes Snapchat unique? What have they done in the last year that has made the quick-photo/video sharing application so enticing for millions of users worldwide?

Myself? I’ve had Snapchat for just over a year now. The concept was pretty easy to grasp and it was fun for a while, but I never really saw the use of it after a while. To keep things brief, Snapchat is a mobile application meant for sharing time-sensitive photos, videos, and drawings to anyone on your friends list. Seems like a pretty simple concept. However in the last year, we’ve seen more and more big time changes to the risqué mobile application. Changes for the better.

This September, the Snapchat team has capitalized on the successful growth of the app and decided to almost take their marketing to the next level to keep bored users (like myself) refreshed. On September 15th 2015, Snapchat released “the update”. Snapchat basically reinvented their game to add a whole new level of entertainment for its users through different features and filters. Its biggest move? The app developers have added a face recognition filter, so when the camera is facing the user, users can then add “lenses” which can transform the users face into pre-loaded figures.  snapchat-animated-selfie-lenses-800x416

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Me using the “American Thanksgiving” lense featured on Snapchat this week.

Different lenses include the infamous rainbow puke or the old man’s face. We’ve all used them, and yes, they are still hilarious. What makes this feature unique is that the lenses are constantly updating so users are never stuck with the same one’s for extended periods of time. For example, the latest one was made for American Thanksgiving, where your face literally becomes a turkey that makes insane noises when you open your mouth. How jokes is that?

Since these were added, Snapchat has done nothing but continue progressing forward in the online market and have found new ways to capitalize on this entertaining feature. How you might ask? Just a few weeks ago on November 13th, Snapchat has actually developed a new lense store. This allows users to purchase different lenses for just $1.19 apiece.

Snapchat evidently saw that they had an opportunity to capitalize on a unique opportunity and ran with it. The changes that they’ve made to the application since its release just less than five years now are phenomenal. What started off as a simple picture sharing app has developed into one of the most popular social media platforms amongst people my age. With a combination of face-recognition technology and insane creativity, the Snapchat team has revitalized the fun in using it. Now, I personally use Snapchat every day, multiple times a day, lense or not. Essentially, they got bored users back into using it, and with this new store they’ve set up, don’t expect them to slow down anytime soon.

How do you use Snapchat? Let me find out! Add me at: MalickBa.

Malick Ba is currently an aspiring marketing professional living in Toronto, Canada. His academic background includes a Bachelor’s of Arts in Communications with a minor in Sociology from the University of Ottawa. Currently, Malick is a senior at Humber College and is looking forward to what he can provide to the marketing world upon graduation. Follow him onTwitterInstagram, and connect with him on LinkedIn.

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