Though Facebook and Instagram are both popular social media platforms, their designs that make them addictive necessarily discourage creative expression. Therefore, no amount of feature-copying will ever let Facebook beat Snapchat; because for young people, they’re essentially different mediums.
Facebook and Instagram may be very popular, but it is Snapchat that gets more young users per year. When a market features many equally good suppliers, it’s harder to understand consumers’ preferences. The social media market is also something like this, especially for youngsters to whom Facebook and Instagram’s compelling differentiator —that it has everyone does not sound good enough.
Snapchat has differentiating features or differentiating implementations of features like streaks; their specific frames; maps; etc. but most importantly Snapchat’s features are more likely to help with retention than adoption; some are actually inaccessible to new users.
Adults are mostly connected to Facebook because the platform has all those people that are known to them and that is from where they get most feedback and content. But this is not what teens expect from a social media channel. They aren’t aware of these older people, because they want to build new social networks themselves, and they don’t need interloper nodes.
There is a major difference in how youth with less than 28 years and adults of higher age get connected on Facebook and Instagram, and consequently whether they derive value from Snapchat or not. Adults have usually limited close friends on their social media channels than young people who can often have 500+ diverse, highly active friends or followers.
Moreover, younger people’s social status is closely linked with their social media activities. Than adults’ on issues such as job, family, and political orientation, etc. Generally, students have a lot of free time, are more geographically concentrated, and indulge in constant communication. Therefore, younger people are normally not as well connectd to their regular friends or followers. At the same time, they are also more conscious of how their friends and followers respond. Leading them to post less, but not necessarily browse lesser than their adult counterparts.
Most young people view Facebook as a personal LinkedIn. Where they have to be found and keep updated on groups and events. They don’t consider it as the appropriate platform for active engagement, posting comments, or soliciting interaction.
The separation of Messenger from Facebook has further distracted youth from using Facebook as their main social media platform. To a lesser extent, these same social dynamics apply to Instagram too. Normally, young people are more conservative content sharers than adults, preferring to post only their best photos with appropriate edits, and enough witty captions.
The rise of Finstas a fake version of Instagram, where teens can share content more casually with their closest friends is proof of this trend and psychology.
Snapchat is considered more valuable and adored by young people because unlike Facebook and Instagram. It is not a public profile. On Snapchat, all contents are temporary in nature and vanish after some time. There are stringent limitations on editing, most contents are sent privately, and no content can be publicly rated or compared.
All these features make young people not feel inhibited about what they can share. For example, on Snapchat, functions such as everyday moments, embarrassing videos, and unflattering selfies reign supreme. Unlike Facebook and Instagram, all these things make them feel real and authentic.
Adults don’t suffer from societal pressures and are connected to a smaller group of close friends, while young people. In contrast, only feel free to be themselves in closed groups on Snapchat. This is the primary reason young people enjoy using Snapchat.