It can be argued that Snapchat ceased to be culturally relevant when Kylie Jenner declared him dead and Rihanna rejected it. Last weekend, however, it seemed that everyone was downloading again, re-opening or trying Snapchat for the first time in years. The cause was two new Snapchat filters, which allow users to see the versions exchanged by gender of themselves by adding traditional male characteristics (beard and short hair) or normative female features (makeup, long hair and a softer complexion). ).
Filters spread quickly everywhere outside of Snapchat. Modified selfies appeared on all Twitter, Instagram Stories and even Facebook. It became clear immediately that participating in the fun online trend this weekend meant downloading Snapchat for a few minutes, going through the process of going back to a forgotten account and taking some selfies to share with friends, but not necessarily to share them. on Snapchat.
Instagram Stories has alienated many people from Snapchat, but there's something that Snapchat keeps doing that makes people go back: it offers especially creative filters. Snapchat is better as a content creation platform, and people are using it appropriately as a tool to make attractive photos that they can share elsewhere. The same thing happened recently with Snapchat's baby filter, when people posted images using the filter on all Twitter.
Snapchat has jumped in the daily download ratings since the gender exchange filters started as a trend, according to web analytics company Similar Web. Celebrities such as Miley Cyrus and Sarah Silverman shared their photos of Snapchat on Twitter and Instagram, respectively. Often, people who post their filtered self-portraits will write that they are just Snapchat to post their photos elsewhere. As YouTube creator Roly West tweeted : "I love that Snapchat comes out with these new gender / baby face filters and everyone downloads it again to just upload the photos to Instagram."
While its user growth has stalled, Snapchat is by no means dead. Snap relies on moments like these for people to use their application instead of the almost identical features that are offered in each Facebook property. The question that remains is how long people will stay after a new filter re-engages them. It is not clear if people spend time on Snapchat once they log in again, or simply use the filters to take selfies, save those images and leave them.
There are many reasons why people may want to share photos of themselves on Instagram instead of Snapchat. The user interface of the Facebook-owned platform is much more user-friendly and easier to navigate, and makes it easier to follow friends, influencers and celebrities. It's likely that the people you know are using Instagram much more often than Snapchat. The number of active users of Instagram Stories is more than three times the size of Snapchat's monthly user base.
Where Snapchat exceeds Instagram are fun filters. Instagram has a select number of filters that make you look great (yells at Kylie Jenner's lip filter), but the dumbest effects do not work as well as Snapchat's. When there are big trends like gender exchange filters, and everyone wants to feel that they are included in a moment of rapid movement, the reinstallation or download of Snapchat is crucial, if only to share on Twitter some dozens of likes and compliments.  What I'm learning from the instantaneous filter that turns people into a child is that gender is a social construct and that people still use Snapchat
– Adam Rippon (@Adaripp) May 12, 2019  Instagram has become a social application for friends, next to sites like Twitter and Facebook. But none of those applications can create moments around the filters the way Snapchat does, bringing in curious people who are looking to kill a couple of minutes and feel they are part of something that is happening at this time ] This is true even when such filters are problematic and extremely harmful to a whole community of people.
Snapchat still has 186 million daily users, a large part of whom are teenagers. However, it is increasingly clear that the perception of many people about the purpose of the application has changed. They will continue to reinstall or re-login from time to time each time a new filter appears on Twitter and Instagram, but they will not necessarily post their contributions to the trend only on Snapchat. We will know that something great is happening on Snapchat because our friends have warned us through Instagram stories and fun tweets.