![]() ![]() When senders ask, “Did you get my message?” we make up an excuse. We pretend we didn’t see it or delay our response. We’ve all received an unwanted text message, email, or voicemail and ignored it. Here are five ways Snapchat drives habitual engagement with their product: This key insight has enabled Snapchat to craft an experience tailored for high engagement. ![]() But through frequent use, Snapchatters enter the “Habit Zone”, instinctually turning to Snapchat to solve their desire to communicate and feel connected with others. In Snapchat’s case, as with most communication services, each individual message isn’t particularly valuable in isolation. This habit is not a happy mistake but a conscious effort driven by Snapchat through several subtle design choices.Īs Nir Eyal describes, habit-forming products must have two things – high perceived utility and frequency of use. For many, Snapchat is a daily routine – the go-to app for interacting with friends in a playful way. Snapchat popularized a new form of expression, using photos and videos as a communication medium. That’s an average of 40 snaps a day per user! But why are users so engaged to Snapchat? After all, what real need is Snapchat solving anyway? Snapchat boasts 5 million daily active users sending 200 million photos and videos daily. But hindsight is beginning to prove critics wrong. It’s impossible to predict the success of a product on day one, let alone its ability to change user behavior. Ryan blogs at and you can follow him on Twitter at Snapchat first launched, critics discounted the photo-messaging app as a fad – a toy for sexting and selfies. Nir’s Note: This guest post is by Ryan Hoover.
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