Snapchat’s Popularity Influences Facebook’s Long-Term Plans


(Image: Getty Images)

(Image: Getty Images)

Snapchat has carved out a unique space in visual storytelling, with users now sending over 400 millions self-destructing “snaps” per day. One of the app's most appealing features is the ability to target specific recipients.

Facebook is well aware of Snapchat’s success, and CEO Mark Zuckerberg has done everything from attempting to clone the app through an ill-fated product called “Poke” to offering to buy Snapchat for a reported $3 billion.

As TechCrunch reports, in his first earnings call since that offer was rejected, Zuckerberg spoke on Jan. 29 about Facebook’s plans for its own platforms in which users can specify who is receiving their content. Facebook plans to help users do this through three discrete apps—Instagram, Messenger and Groups.

  • Through Instagram’s “Instagram Direct” feature, users can send pictures to hand-picked contacts.
  • Messenger, which was a part of Facebook’s central app until November 2013, has grown by 70% in the past three months. It offers users the ability to interact with specific contacts instead of broadcasting information across the entire platform.
  • And Groups, which now has 500 million users, extends the same specific-audience functionality as Messenger to groups of multiple contacts. Groups was also spun out of Facebook’s central app last year.

Snapchat has found a way to incorporate branded content, specifically through “Snapchat Stories,” but Facebook’s solutions leave less room for professional communicators to break in, as they are geared toward user-to-user connections. Still, Facebook’s willingness to break apart its platform into multiple apps is indicative that Zuckerberg is not afraid to take a lesson from his competitors.

Hear more about Facebook's strategy at PR News' Digital PR Summit on Feb. 5 at the Westin San Francisco.

Follow Brian Greene: @bwilliamgreene




1 Comment

avatar

About Brian Greene

Writer/Editor, PR News



Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.