Snapchat is employing a new strategy to make its platform even more relevant in a social media world that is dominated by Facebook. This new strategy is a rallying call for the rest of the social web; that’s scared of being squashed beneath Facebook’s boot. It rearranges the adage of “if you can’t beat them, join them” into “to beat them, join us”. As a unified front, Snap’s partners get the infrastructure they need to focus on what differentiates them; while Snapchat gains the reach and entrenchment necessary to weather the war.
Instead of watching these other apps spin up mini competitors that further fragment the Stories world; Snap saves developers the slow and costly hassle while instantly giving them best-in-class tools to boost their own engagement. Each outpost makes your Snapchat account a little more indispensable, grants its camera new utility, and reminds you to visit again. It’s another reason to stick with Snap rather than straying to other versions of Stories.
With this new strategy Snap looks to make it more difficult for Facebook to copy its features. Now, Faecbook may be able to clone Snap’s features, but not its developer army.