Astounding Growth of Snapchat

When the photo and video messaging app first debuted, it was shrouded in controversy. Three years later, it has created a brand new way of communication and has become one of the most popular social media platforms.

Although the app received a less than enthusiastic response among Spiegel's college peers at Stanford, it began spreading like wildfire when the newcomer successfully targeted three major growth motivators. In the age of hyper connectivity, many new users learned about the app through word of mouth before even downloading the app. Whether they took part in a group selfie or saw friends using the app, many
prospective users have experienced it in some way or another. Another integral part of the company's growth is attributed to our ever decreasing attention span. Knowing that the message will disappear quickly, the app fuels curiosity and demands undivided attention from users. Lastly, the company has successfully targeted the teenage market by creating a sense of privacy through the self-destructing nature of the content. Leaving no evidence for the rest of the world, they can comfortably communicate with peers without the worries of parental control and intervention.

While it is unclear whether Snapchat's growth is sustainable in the long run, there is no doubt that it will retain its huge fan base in the near future. Although security breach is not completely avoidable, the app offers an exclusive experience that none of its social media predecessors can provide.