How Snapchat took over Yale - Sean Haufler
Matt Nunogawa stashed this in Traction
Here’s the secret sauce to Snapchat’s viral growth: its group messaging functionality. When a user sends a snap to multiple friends, the recipients receive a snap indistinguishable from an individualized message. In effect, mass snaps feel personalized. This is the holy grail of messaging platforms: evoking strong emotion with minimal friction.
A few special apps are viral by the nature of their basic operation.
Such as sharing a photo (Instagram) or group chatting (Snapchat).
Many, many more applications fail at this than succeed. It IS a holy grail.
Facebook didn't fail at competing with Snapchat because they were bad.
Facebook failed because it's hard to get it right.