Anthony Pompliano

Snapchat is an American multimedia instant messaging app and service developed by Snap Inc., originally Snapchat Inc. One of the principal features of Snapchat is that pictures and messages are usually only available for a short time before they become inaccessible to their recipients. The app has evolved from originally focusing on person-to-person photo sharing to presently featuring users' "Stories" of 24 hours of chronological content, along with "Discover", letting brands show ad-supported short-form content. It also allows users to store photos in a password-protected area called "my eyes only". It has also reportedly incorporated limited use of end-to-end encryption, with plans to broaden its use in the future.

Snapchat was created by Evan Spiegel, Bobby Murphy, and Reggie Brown, former students at Stanford University. It is known for representing a mobile-first direction for social media, and places significant emphasis on users interacting with virtual stickers and augmented reality objects. In July 2021, Snapchat had 293 million daily active users, a 23% growth over a year. On average more than four billion Snaps are sent each day. Snapchat is popular among the younger generations, particularly those below the age of 16, leading to many privacy concerns for parents.

History

Prototype

According to documents and deposition statements, Reggie Brown brought the idea for a disappearing pictures application to Evan Spiegel because Spiegel had prior business experience. Brown and Spiegel then pulled in Bobby Murphy, who had experience coding. The three worked closely together for several months and launched Snapchat as "Picaboo" on the iOS operating system on July 8, 2011. Reggie Brown was ousted from the company months after it was launched.

The app was relaunched as Snapchat in September 2011, and the team focused on usability and technical aspects, rather than branding efforts. One exception was the decision to keep a mascot designed by Brown, "Ghostface Chillah", named after Ghostface Killah of the hip-hop group Wu-Tang Clan.

On May 8, 2012, Reggie Brown sent an email to Evan Spiegel during their senior year at Stanford, in which he offered to re-negotiate his equitable share regarding ownership of the company. Lawyers for Snapchat claimed that Reggie Brown had made no contributions of value to the company, and was therefore entitled to nothing. In September 2014, Brown settled with Spiegel and Murphy for $157.5 million and was credited as one of the original authors of Snapchat.

In their first blog post, dated May 9, 2012, CEO Evan Spiegel described the company's mission: "Snapchat isn’t about capturing the traditional Kodak moment. It’s about communicating with the full range of human emotion—not just what appears to be pretty or perfect." He presented Snapchat as the solution to stresses caused by the longevity of personal information on social media, evidenced by "emergency detagging of Facebook photos before job interviews and photoshopping blemishes out of candid shots before they hit the internet.

Growth

As of May 2012, 25 Snapchat images were being sent per second and, as of November 2012, users had shared over one billion photos on the Snapchat iOS app, with 20 million photos being shared per day. That same month, Spiegel cited problems with user base scalability as the reason why Snapchat was experiencing some difficulties delivering its images, known as "snaps", in real time. Snapchat was released as an Android app on October 29, 2012.

In June 2013, Snapchat version 5.0, dubbed "Banquo", was released for iOS. The updated version introduced several speed and design enhancements, including swipe navigation, double-tap to reply, an improved friend finder, and in-app profiles. The name is a reference to the ghostly hero from Shakespeare's ''Macbeth'', a character in the play who is ultimately seen to be victorious over evil. Also in June 2013, Snapchat introduced Snapkidz for users under 13 years of age. Snapkidz was part of the original Snapchat application and was activated when the user provided a date of birth to verify his/her age. Snapkidz allowed children to take snaps and draw on them, but they could not send snaps to other users and could only save snaps locally on the device being used.

According to Snapchat's published statistics, as of May 2015, the app's users were sending 2 billion videos per day, reaching 6 billion by November. By 2016, Snapchat had hit 10 billion daily video views. In May 2016, Snapchat raised $1.81 billion in equity offering, suggesting strong investor interest in the company. By May 31, 2016, the app had almost 10 million daily active users in the United Kingdom. In February 2017, Snapchat had 160 million daily active users, growing to 166 million in May.

Investel Capital Corp., a Canadian company, sued Snapchat for infringement on its geofiltering patent in 2016. They were seeking "monetary compensation and an order that would prohibit California-based Snapchat from infringing on its patent in the future."

In September 2016, Snapchat Inc. was renamed Snap Inc. to coincide with the introduction of the company's first hardware product, Spectacles—smartglasses with a built-in camera that can record 10 seconds of video at a time. On February 20, 2017, Spectacles became available for purchase online.

Snapchat announced a redesign in November 2017, which proved controversial with many of its followers. CNBC's Ingrid Angulo listed some of the reasons why many disliked the update, citing that sending a snap and re-watching stories was more complicated, stories and incoming snaps were now listed on the same page, and that the Discover page now included featured and sponsored content. A tweet sent by Kylie Jenner in February 2018, which criticized the redesign of the Snapchat app, reportedly caused Snap Inc. to lose more than $1.3 billion in market value. Over 1.2 million people signed a Change.org petition asking the company to remove the new app update.

In December 2019, ''App Annie'' announced Snapchat to be the 5th most downloaded mobile app of the decade. The data includes figures for iOS downloads starting from 2010 and Android downloads starting from 2012. Snapchat acquired AI Factory, a computer vision startup, in January 2020 to give a boost to its video capabilities.

In November 2020, Snapchat announced it would pay a total of $1 million a day to users who post viral videos. The company has not stated the criteria for a video to be considered viral or how many people the payout would be split between. The promotion, called Snapchat Spotlight, is intended to run until the end of the year, although the company indicated it will continue if it's successful.

In June 2022, Snapchat announced plans to launch Snapchat Plus, a paid subscription model. The subscription will give users early access to features, the ability to change the app icon and see which users rewatch their stories. In July 2022, the company reported that they had 347 million daily active users, an increase of 18% from the previous year. In August 2022, Snapchat announced that Snapchat Plus has more 1 million subscribers as well as four new features to the subscription including priority replies, post-view emoji, new Bitmoji content, and new app icons.

Features

Core functionality

Snapchat is primarily used for creating multimedia messages referred to as "snaps"; snaps can consist of a photo or a short video, and can be edited to include filters and effects, text captions, and drawings. Snaps can be directed privately to selected contacts, or to a semi-public "Story" or a public "Story" called "Our Story." The ability to send video snaps was added as a feature option in December 2012. By holding down on the photo button while inside the app, a video of up to ten seconds in length can be captured. Spiegel explained that this process allowed the video data to be compressed into the size of a photo. A later update allowed the ability to record up to 60 seconds, but are still segmented into 10 second intervals. After a single viewing, the video disappears by default. On May 1, 2014, the ability to communicate via video chat was added. Direct messaging features were also included in the update, allowing users to send ephemeral text messages to friends and family while saving any needed information by clicking on it. According to CIO, Snapchat uses real-time marketing concepts and temporality to make the app appealing to users. According to Marketing Pro, Snapchat attracts interest and potential customers by combining the AIDA (marketing) model with modern digital technology.

Private message photo snaps can be viewed for a user-specified length of time (1 to 10 seconds as determined by the sender) before they become inaccessible. Users were previously required to hold down on the screen in order to view a snap; this behavior was removed in July 2015 The requirement to hold on the screen was intended to frustrate the ability to take screenshots of snaps; the Snapchat app does not prevent screenshots from being taken but can notify the sender if it detects that it has been saved. However, these notifications can be bypassed through either unauthorized modifications to the app or by obtaining the image through external means. One snap per day can be replayed for free. In September 2015, Snapchat introduced the option to purchase additional replays through in-app purchases. The ability to purchase extra replays was removed in April 2016.

Friends can be added via usernames and phone contacts, using customizable " Snapcodes", or through the "Add Nearby" function, which scans for users near their location who are also in the Add Nearby menu. Spiegel explained that Snapchat is intended to counteract the trend of users being compelled to manage an idealized online identity of themselves, which he says has "taken all of the fun out of communicating."

In November 2014, Snapchat introduced "Snapcash", a feature that lets users send and receive money to each other through private messaging. The payments system is powered by Square.

In July 2016, Snapchat introduced a new, optional feature known as "Memories." Memories allow snaps and story posts to be saved into a private storage area, where they can be viewed alongside other photos stored on the device, as well as edited and published as snaps, story posts, or messages anytime. When shared with a user's current story, the memory would have a timestamp to indicate its age. Content in the Memories storage area can be searched by date or using a local object recognition system. Snaps accessible within Memories can additionally be placed into a "My Eyes Only" area that is locked with a Personal identification number (PIN). Snapchat has stated that the Memories feature was inspired by the practice of manually scrolling through photos on a phone to show them to others. In April 2017, the white border around old memories was removed. While originally intended to let viewers know the material was old, ''TechCrunch'' wrote that the indicator "ended up annoying users who didn’t want their snaps altered, sometimes to the point where they would decide not to share the old content at all."

In May 2017, an update made it possible to send snaps with unlimited viewing time, dropping the previous ten-second maximum duration, with the content disappearing after being deliberately closed by the recipient. New creative tools, namely the ability to draw with an emoji, videos that play in a loop, and an eraser that lets users remove objects in a photo with the app filling in the space with the background, were also released.

In July 2017, Snapchat started allowing users to add links to snaps, enabling them to direct viewers to specific websites; the feature was only available for brands previously. Additionally, the update added more creative tools: A "Backdrop" feature lets users cut out a specific object from their photo and apply colorful patterns to it in order to bring greater emphasis to that object, and "Voice Filters" enable users to remix the sounds of their voices in the snap. Voice Filters was previously available as part of the feature enabling augmented reality lenses, with the new update adding a dedicated speaker icon to remix the audio in any snap.

In June 2020, Snap announced "minis", embeddable apps that live inside the parent Snap app.

In August 2022, Snap launched the "Family Center" feature which allows parents to monitor the activity of their children, ages 13–18, within the app.

Filters, lenses, and stickers

Snaps can be personalized with various forms of visual effects and stickers. Geofilters are graphical overlays available if the user is within a certain geographical location, such as a city, event, or destination. Users can design and create their own geofilters for personal events at a fee of $10–15 USD per hour. They can also subscribe to an annual plan which ranges from $1,000 to $10,000 depending on the location, for a permanent filter. A similar feature known as Geostickers was launched in 10 major cities in 2016. Bitmoji are stickers featuring personalized cartoon avatars, which can be used in snaps and messaging. Bitmoji characters can also be used as World Lenses.

The "Lens" feature, introduced in September 2015, allows users to add real-time effects into their snaps by using face detection technology. This is activated by long-pressing on a face within the viewfinder. In April 2017, Snapchat extended this feature into "World Lenses", which use augmented reality technology to integrate 3D rendered elements (such as objects and animated characters) into scenes; these elements are placed and anchored in 3D space.

On October 26, 2018, at TwitchCon, Snap launched the Snap Camera desktop application for macOS and Windows PCs, which enables use of Snapchat lenses in videotelephony and live streaming services such as Skype, Twitch, YouTube, and Zoom. Snapchat also launched integration with Twitch, including an in-stream widget for Snapcodes, the ability to offer lenses to stream viewers and as an incentive to channel subscribers. Several video game-themed lenses were also launched at this time, including ones themed around ''League of Legends'', ''Overwatch'', and ''PlayerUnknown's Battlegrounds''.

In August 2020, Snapchat collaborated with four TikTok influencers to launch Augmented Reality (AR) lenses to create a more interactive experience with users. The lenses now incorporate geo-locational mapping techniques to incorporate digital overlays onto real world surfaces. These lenses track 18 joints across the body to identify body movements, and generate effects around the body of the user. Advertising is now also utilizing AR lenses that make users a part of the advert. Coca-Cola, Pepsi and Taco Bell are just a select few of the brands now utilizing the tech on Snapchat. Consumers no longer scroll past these adverts, but become a part of them with AR lenses.

In March 2022, Snapchat launched the ability to share YouTube videos as stickers. The stickers function as clickable links that redirect users to a browser or the YouTube app.

Friend emojis

Friend emojis can be customized, however the default emojis are listed below.
The snapscore, which states the amount of snaps one has sent and received is recorded and is visible to one's friends. If users tap their own score it shows the ratio of sent and received snaps, the amount of snaps they have sent is on the right and the amount of snaps they have received is on the left, these numbers combined are their Snapchat score. There are multiple synonyms for Snapchat score such as Snapchat points, Snapscore, Snap points and Snap Number. YouTube has a similar rewards system called "Perks".

Stories and Discover

In October 2013, Snapchat introduced the "My Story" feature, which allows users to compile snaps into chronological storylines, accessible to all of their friends. By June 2014, photo and video snaps presented to friends in the Stories functionality had surpassed person-to-person private snaps as the most frequently used function of the service, with over one billion viewed per day—double the daily views tallied in April 2014.

In June 2014, the story feature was expanded to incorporate "Our Stories", which was then changed to "Live Stories" about a year later. The feature allows users on-location at specific events (such as music festivals or sporting events) to contribute snaps to a curated story advertised to all users, showcasing a single event from multiple perspectives and viewpoints. These curated snaps provided by the app's contributors and selected for the "Live" section could also be more localized, but Snapchat eventually scaled back the more personal imaging streams in order to emphasize public events.

An "Official Stories" designation was added in November 2015 to denote the public stories of notable figures and celebrities, similar to Twitter's "Verified account" program.

In January 2015, Snapchat introduced "Discover" an area containing channels of ad-supported short-form content from major publishers, including BuzzFeed, CNN, ESPN, Mashable, People, Vice and Snapchat itself among others. To address data usage concerns related to these functions, a "Travel Mode" option was added in August 2015. When activated, the feature prevents the automatic downloading of snaps until they are explicitly requested by the user.

In October 2016, the app was updated to replace its auto-advance functionality, which automatically moved users from one story to the next, with a "Story Playlist" feature, letting users select thumbnails of users in the list to play only selected stories.

In January 2017, Snapchat revamped its design, adding search functionality and a new global live "Our Story" feature, to which any user can contribute.

In May 2017, Snapchat introduced "Custom Stories", letting users collaboratively make stories combining their captures.

In June 2017, "Snap Map" was introduced, which allows users to optionally share their location with friends. A map display, accessible from the viewfinder, can be used to locate stories based on location data, supporting the use of Bitmoji as place markers. Entering a "Ghost Mode" hides the user from the map. The function is based on the app Zenly, which was acquired by Snap Inc. prior to its launch. The map data is supplied from OpenStreetMap and Mapbox, while satellite imagery comes from DigitalGlobe.

In February 2020, Snapchat released a Discover cartoon series called Bitmoji TV, which will star users' avatars.

Original video content

''The Wall Street Journal'' reported in May 2017 that Snap Inc., the company developing Snapchat, had signed deals with NBCUniversal, A&E Networks, BBC
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