John McDermott on the latest Snapchat craze:
The filters also seemed to drive a sharp increase in the daily downloads of the Snapchat app across iOS and Android. Snapchat was downloaded across the platforms an estimated 41.5 million times worldwide in May, more than twice the number of downloads from the previous month (16.8 million) and in May of last year (17.6 million), according to third party data.
Prior to the baby and gender-swap filters, Snapchat was being downloaded approximately 600,000 times per day worldwide, according to estimated data provided by Sensor Tower, a mobile app market research firm. Daily downloads doubled after the introduction of the new filters to more than 1 million per day. On three different days in May, the app was downloaded around 2 million times. (It’s unclear how many of these downloads are new users versus people coming back to the platform after abandoning and deleting the app.)
Sort of fascinating to think that Snapchat is more akin to a gaming studio — or perhaps more apt, a movie studio. That is to say, a hits-driven business. But in this case, the “hits” are filters, or experiences within Snapchat.
The downside is that they need to keep the hits coming. The upside is, they have a way to spur growth again if they create said hits.Read more...