Teens used to quantify their friendships in Snapchat streaks — but now they’re leaving the app more than ever (SNAP)


Teens once loved using Snapchat for the ability to send their friends disappearing messages.
But now some Gen Zs are moving away from the app. A fifth told Business Insider in a recent survey that they’re using the app less than ever.
Instagram, which adopted many of Snapchat’s most innovative features, is the leading choice for most teens.

Ava Zuyus started using Snapchat in 2013 when she was in fifth grade. By middle school, all of her friends were using it.

“It was cool that you could send something that disappears,” Zuyus, now 15, told Business Insider. “It got to the point that everyone was on Snapchat.”

Of Snapchat’s features to keep users interested in the app, like trophies and high scores, the most successful one is the Snapstreak, which marks the consecutive days you and a friend have exchanged at least one Snapchat with each other. The days are symbolized in the app by a number and fire emoji. The longest Snapstreak on record is nearly four years long.

But those streaks aren’t really communication, Zuyus said. They might just be a picture of the floor, wall, or a blank face with the caption “streak.”

And after years of maintaining these apparently meaningless streaks and racking up new trophies, teens like Zuyus say they’re exhausted by Snapchat.

Now, they’re moving to Instagram, which has integrated Snapchat’s once-novel disappearing photo feature while combining it with the ability to craft a more permanent profile.

A fifth of Gen Zs say they are using Snapchat less, according to a recent Business Insider survey of more than 100 teens across the US.

Studies from Ypulse, a research and marketing firm focused on Gen Z and Millennials, also show a dip in Snapchat usage among 13- to 17-year-olds nationwide.

Currently, 57% of teenagers say they use Snapchat — down from a peak of 64% in August 2017, YPulse chief content officer MaryLeigh Bliss told Business Insider. Daily usage has slipped from 56% in August 2017 to 49%, according to Bliss.

And that’s all added up to serious financial repercussions for Snap Inc., Snapchat’s parent company. Its stock hit a record low in May, after first-quarter earnings were significantly lower than Wall Street estimates.

‘Just tired of it’

Teens told Business Insider that the pressure to maintain Snapchat streaks has driven them from the app.

They said the feature dominated their lives for years, but now the excitement of having a streak of 400 or higher is exhausting and feels “pointless,” as one 16-year-old told Business Insider.

Some of Zuyus’ peers have maintained streaks for years with a dozen or more friends, and they’ve sometimes gone to extreme lengths to keep streaks going. If they went to camp, for example, where they’re not able to access their phones, Zuyus’ classmates would give their log-in information to other friends just to keep their streaks going.

One 17-year-old told Business Insider that Snapchat is “too much work.” A 15-year-old told Business Insider, “Everyone on Snapchat …read more

Source:: Business Insider


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