WhatsApp
already ruined Snapchat’s growth once. WhatsApp Status, its clone of Snapchat
Stories, now has 450 million daily active users compared to Snapchat’s 188
million. That’s despite its 24-hour disappearing slideshows missing tons of
features including augmented reality selfie masks, animated GIFs, or
personalized avatars like Bitmoji.
A good enough version of Stories conveniently
baked into the messaging app beloved in the developing world where Snapchat
wasn’t proved massively successful. Snapchat actually lost total daily users in
Q2 and Q3 2018, and even lost Rest Of World daily users in Q2 despite that
being where late stage social networks rely on for growth.
That’s why
it’s so surprising that WhatsApp hasn’t already copied the other big Snapchat
feature, ephemeral messaging. When chats can disappear, people feel free to be
themselves — more silly, more vulnerable, more expressive. For teens who’ve
purposefully turned away from the permanence of the Facebook profile timeline,
there’s a sense of freedom in ephemerality. You don’t have to worry about old
stuff coming back to haunt or embarass you. Snapchat rode this idea to become a
cultural staple for the younger generation.
Yet right
now WhatsApp only lets you send permanent photos, videos, and texts. There is
an Unsend option, but it only works for an hour after a message is sent. That’s
far from the default ephemerality of Snapchat where seen messages disappear
once you close the chat window unless you purposefully tap to save them.
Instagram
has arrived at a decent compromise. You can send both permanent and temporary
photos and videos. Text messages are permanent by default, but you can unsend
even old ones. The result is the flexibility to both chat through expiring
photos and off-the-cuff messages knowing they will or can disappear, while also
being able to have reliable, utilitarian chats and privately share photos for
posterity without the fear that one wrong tap could erase them.
When Instagram Direct added ephemeral
messaging, it saw a growth spurt to over 375 million monthly users as of April
2017.
Snapchat
lost daily active users the past two quarters
WhatsApp
should be able to build this pretty easily. Add a timer option when people send
media so photos or videos can disappear after 10 seconds, a minute, an hour, or
a day. Let people add a similar timer to specific messages they send, or set a
per chat thread default for how long your messages last similar to fellow
encrypted messaging app Signal.
Snap CEO
Evan Spiegel’s memo leaked by Cheddar’s Alex Heath indicates that he views chat
with close friends as the linchpin of his app that was hampered by this year’s
disastrous redesign. He constantly refers to Snapchat as the fastest way to communicate.
That might be true for images but not necessarily text, as BTIG’s Rich
Greenfield points out, citing how expiring text can causes conversations to
break down. It’s likely that Snapchat will double-down on messaging now that
Stories has been copied to death.
Given its
interest in onboarding older users, that might mean making texts easier to keep
permanent or at least lengthening how long they last before they disappear. And
with its upcoming Project Mushroom re-engineering of the Snapchat app so it
works better in developing markets, Snap will increasingly try to become
WhatsApp.
…Unless
WhatsApp can become Snapchat first. Spiegel proved people want the flexibility
of temporary messaging. Who cares who invented something if it can be brought
to more people to deliver more joy? WhatsApp should swallow its pride and
embrace the ephemeral.
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