Snapchat

About

Snapchat is a mobile photo and video messaging application for Apple iOS and Google Android devices which allows its users to create and share photo or video messages that are only accessible for a short period of time. For each message, the sender can set a time limit (up to 10 seconds) for how long the message can remain visible to its recipient, after which it is deleted from the device and Snapchat’s servers.

History

In April 2011, Stanford University students Evan Spiegel and Bobby Murphy began working on the application for a project in one of Spiegel’s product design classes. In July of that year, the program was named “Picaboo” and launched for iOS devices. In September, the app was re-released under the name “Snapchat," and in late October, Snapchat became available for Android mobile devices.

Funding

On October 29th, 2012, the tech news blog TechCrunch^[1]reported that SnapChat had received $485,000 in seed funding from the Lightspeed Ventures venture capital firm. In February of 2013, Snapchat announced it had received $13.5 million in Series A funding led by the firm Benchmark Capital, further raising the company’s market value from $60 to $70 million. On April 16th, 2013, the tech news blog Mashable^[7] quoted Spiegel saying they are looking into advertising as a means of revenue.

Features

Snaps

The primary function of the app is to create multimedia messages known as “snaps,” which may consist of a photo or a video with captions, filters and other special effects, and share them either privately with select individuals or semi-publicly as “stories.” In private messaging, the snaps become inaccessible once they’re read by the recipients and/or after a specific length of time (1 to 10 seconds) has lapsed. Despite the ephemeral design of the snaps, users can still take screenshots prior to their deletion.

Networking

Friends can be added via usernames and phone contacts, using customizable “Snapcodes”, or through the “Add Nearby” function, which scans for users near their location who are also in the Add Nearby menu.

Stories

In contrast to Snapchat’s private messaging mode, the “Story” mode allow users to share snaps in a chronological timeline that can be viewed by any of their friends for a 24-hour period. In addition, the “Live Story” mode allows any Snapchat users on-location at certain events, such as live concerts or sporting events, to contribute snaps in a publicly shared timeline.

Lens

Snapchat’s Lens filters allow its users to add real-time effects into their snaps by using face detection technology which is activated by long-pressing on a face within the viewfinder.

Controversies

Lawsuit

On February 25th, 2013, the LA Times^[8] reported that South Carolina resident Frank Reginald Brown IV had filed a lawsuit against the Snapchat founders to have “his rights restored” after being pushed out of the company. In the complaint, Brown claimed to have worked on the app during the summer of 2011, purportedly naming the application “Picaboo” and designing the company’s smiling ghost mascot "Ghostface Chillah,” a reference to the Wu-Tang Clan rapper Ghostface Killah.

After having a falling out with Spiegel and Murphy in August, Brown alleged that the server account passwords were changed and that they discontinued all communication with him. On July 1st, the tech news blog TechCrunch^[10]reported that Brown had filed a new motion to disqualify the law firm of Quinn Emanuel Urquhart & Sullivan LLP from representing Spiegel, Murphy and the Snapchat company, since Brown alleged that he had been advised by a Quinn Emaunuel lawyer about his legal case six months prior. Later that day, TechCrunch^[11] followed up with another article about newly obtained court documents relating to the case, which included several screenshot of an SMS conversation confirming that Spiegel had once admitted Brown was responsible for “the idea for disappearing picture messages" (shown below, left). On July 10th, ValleyWag published several messages cited in the documents in an article titled “Snapchat Had the Frattiest Creation in Startup History” (shown below, right).

On October 23rd, Brown filed a new lawsuit against Snapchat’s investors Lightspeed Venture Partners, Benchmark Capital, Institutional Venture Partners, General Catalyst, SV Angel, GC&H Investments, SF Growth Fund and an unknown entity referred to as “THL A17.”^[13] The filing also included a comparison of two promotional messages for the app sent by Spiegel via e-mail, one that had been written before the falling out and a revised copy after Brown had been ousted (shown below).

Usage in Sexting

On May 6th, 2012, The New York Times Bits blog^[3] published an article noting that the app had a reputation for users sharing sexually explicit media, a practice known as sexting. On December 10th, Gawker published an article about a new Tumblr blog titled “Snapchat Sluts,”^[5] which highlighted sexually explicit images screen captured from Snapchat. On December 18th, the PopCultured YouTube channel uploaded a video in which a guest panel discussed the controversial Tumblr blog (shown below).

On March 14th, 2013, Mashable^[6] reported that students at a New Jersey high school had been threatened by local police with child pornography charges for sharing sexually explicit photos using the service.

Dorm Search Prank

On April 8th, 2013, Snapchat was used to spread a rumor that dorm rooms at the University of Virginia were being searched by Alcoholic Beverage Control (ABC) officials.^[9] Panicked students began spreading the word using the hashtag #UVAdormsearch, many of whom reportedly disposed of their alcohol in the university dumpsters.

After school officials learned of the prank, Dean of Students Allen Groves took to Twitter to announce that the ABC was not conducting searches.

The Snappening

The Snappening refers to the massive leak of up to 200,000 privately archived photographs and more than 90,000 videos of Snapchat users obtained by unidentified hackers through a security breach in the third-party web-based client SnapSaved.com, and media coverage and speculation surrounding the event.

Lens Controversies

Since the introduction of the Lens feature, a number of Snapchat filters have come under criticism and accusations of cultural insensitivities.

• In April 2016, Snapchat released a Bob Marley-themed Lens filter in celebration of 4/20, which adds Rastafarian-inspired elements to the users’ selfies, including dreadlocks and a crochet slouch cap, as well as morphing of facial features and darkening of the skin tone. Upon its release, the filter was immediately met with backlash on social media from many users who felt the special effect was, more or less, a form of digital blackfacing.

• In May 2016, Snapchat’s “beautifying” Lens filters drew criticism on social media for their skin brightening effect, with many users complaining that the filters promote whiter skin tone as an ideal of beauty.

• In August 2016, Snapchat released a new anime-inspired Lens filter that morphs the user’s face into a cartoon caricature of an Asian person by adding slanted eyes, buck teeth and puffy cheeks to the selfie. Similar to the backlash surrounding the Bob Marley filter, many users complained that the filter essentially promotes “yellow face” and other racist stereotypes of Asian people. Within 24 hours of the filter’s release, it was subsequently removed from the app.

Traffic

In May of 2012, Snapchat was processing 25 images every second.^[2] In October of that year, Snapchat was ranked #19 on the free apps chart and users were sharing over 20 million snaps every day. On November 27th, Forbes published an article about Snapchat, calling it “the biggest no-revenue mobile app since Instagram.”

Search Interest

External References