Constant communication is available at our fingertips, with social media apps like Instagram, TikTok and X (formerly Twitter) having built messaging software into their apps, making messaging possible in mere seconds.
With the multitude of messaging apps to choose from, one social media app continues to maintain and grow in popularity as a mainstream choice for communicating amongst the younger generation.
Snapchat is currently the eighth most popular social media platform in Canada, according to The State of Social Media in Canada 2022, by Phillip Mai. Nearly 32 per cent of Canadians use the social media site Snapchat, about 12.5 million people.
This is a five per cent increase since 2022, which is evidence of its continued popularity since its release in 2011.
Worldwide popularity of Snapchat
Specifically, it remains popular among the younger generation, according to Snapchat’s Investor Deck, which showed that they reached 80 per cent of 13 to 24-year-olds in the UK, Canada, France, and Australia.
But why has Snapchat stayed so popular when there are so many other messaging options?
Snapchat sharing
A study done at the University of Michigan on Snapchat, “Sharing the Small Moments: Ephemeral Social Interaction on Snapchat,” concluded that Snapchat users found it a space that fosters enjoyable experiences.
The research also found that it emphasized sharing mundane moments with close connections, which led to users’ enjoyment of the app.
“Regardless of the number of contacts, participants reported interacting more with close ties and the platform was often used to check in with close ties throughout the day through the sharing of mundane content,” says the study.
However, while it can be used to keep connected with close ties, it can also be a great tool for less personal conversations, says Mount Royal University (MRU) student Jonquantavius Lutz.
“ I use text messages for priority messages, so like, my mom, my close friends and stuff. Snap is more for, like, if I meet a buddy at MRU that, like, we’re not close friends. But if I ever need to contact them, Snap’s kind of like that backup option,” said Lutz.
Snapchat’s visual appeal
Malinda Desjarlais, a psychology professor at MRU, believes that communicating through photos is rooted in the idea of self-presentation.
“I think the appeal of communicating through imagery comes down to that whole self-presentation… trying to figure out who you are, and who you are as a person, and part of that is going to be sort of, unfortunately, in our Western type of world is focused on the physicalness,” said Desjarlais.
She further explained that the added element of filters helps to draw in the younger crowds.
“The picture and the imagery, it really fit in and is very attractive to the younger groups. And I think that’s why it comes about there. And then the whole being able to play with your look through filters really drew them in with Snapchat,” says Desjarlais.
The offline benefits of Snapchat
She also says that the use of communicating online can have positive effects on in-person communication.
“There seems to be a body of research that says that the skills that we’re using in the online environment can transfer over to offline, and that’s especially the case, let’s say if we are looking at individuals who are uncomfortable in social situations that they can get that practice and confidence and then move it to an offline setting,” said Desjarlais.
However, Desjarlais explained how this can also have negative impacts, as the lack of in-person social cues can lead to misinterpretations of messages.
“We impose our own thinking and our own thoughts in that person’s context and then make the assumption that they think the same as us….and so because I can’t see that person’s reaction, I’m assuming they interpreted the scenario the same way I did. And, so I think that going through life, you’re going to end up thinking everyone thinks the same way as I do,” said Desjarlais
From glorifying the mundane to self-expression, Snapchat has created a space for the younger generation to be themselves and connect with others.