Snap the parent company for Snachat has continued to grow, adding 13 million daily active users bringing the total number of people using the app around the world every day to 203 million. Despite the competition from Facebook’s apps like Messenger, Instagram and WhatsApp that also adopted Snap’s story mode, this is the highest the company has been since it went public.
So what has led Snap to this success? This growth indicates that Snap’s investment in product features for a more global user base is paying off and that its luck in creating viral face filters is helping it grow, too. In Uganda, we have the likes of Bad Black aka the Snapchat Queen, that keep users glued to their Snapchat app on a daily basis.
Another reason for it’s growth, Snap estimates that between 7 and 9 million users joined because of the face filters with the remaining 4 to 6 million users being attributable to the company’s broader product focuses. Snap had a bit of viral magic with the launch of a filter that made users appear like the opposite gender. It also made them look like babies, and celebrities like Kim Kardashian West shared the filter results on Instagram.
The previous quarter, it released an updated, optimized version of its Android app after years of Android users complaining about a lagged experience and poor quality. Given that most of the world’s population uses an Android device, the redesigned app clearly makes it appealing and functional for more people. CEO Evan Spiegel said in prepared remarks today that the change encouraged Snapchatters using the Android app to send 7 percent more snaps compared to the old version. Beyond the app release, however, the company is also taking other steps to ensure that people outside of English-speaking countries are welcomed on the app.
In another strategy to reach more users, the company is partnering with global telecommunication companies that serve more than a billion people in countries like India so that it can manage data costs. People in developing countries often have more data usage restrictions, so ensuring that data costs are kept low is essential for companies looking to expand abroad.
Snap is also expanding by introducing eight new languages that are spoken by more than 750 million people globally, including Hindi, Punjabi, Marathi, Gujarati, Vietnamese, and Urdu. Given that most of the languages are spoken in the Indian market, it’s likely safe to assume that Snap sees India as a place for growth.
While the team isn’t seemingly focused on splashy products, at least this past quarter, less exciting, essential updates can contribute to growth, which appears to be what’s happening in Snap’s case.
