Snapchat. The app where your best memories disappear faster than you can blink. But why do we people coming back for more? What is it about those fleeting moments that keep everbody hooked?
I have looked into some features that define Snapchat and found some psychologically interesting features about this app. One of them is, of course, the urge to use it daily in order to keep up that little flame emoji next to your friends' names, so that they know, you care about them.
Let's dive into the psychology behind Snapchat's addictive nature.
1. The Ghost Map: Where Are You, Anyway?
Ah, yes, the Snap Map. You know that feature where you could (if you wanted to) see where all your friends are hanging out? It is like a real-life game of Where's Waldo, but with your social circle. In the age of FOMO, the snap map is a helpful feature that helps you see what you are missing or who forgot to tell you about this party or that barbecue.
This adds a layer of intrigue. You could easily see who is or was at the party, who is chilling at home, or even if that mysterious "last seen" location was actually accurate. It was like a constant low-key social update, whether you were actively looking for it or not. For some people, it can be really self-destructive to see your friends having fun without having asked you to join. Believe me, I have experienced this myself as well.
This feature can be also quite dangerous because one could turn cyber stalking into actual stalking. Of course this feature can be shut off, and in some cases should be shut off, but it's still advised to check who you are befriending on Snapchat and who can see your location.
2. Streak Life: The Never-Ending Game
Streaks. Oh, the pressure. Those little fire emojis next to your friend's name, a constant reminder of the daily Snapchat ritual. Missing a day? The fire disappears, and you're hit with a wave of (probably unnecessary) guilt. It's like a digital version of a friendship pact, but with a lot more pressure. It's a subtle game, a competition with yourself and your friends to see who can maintain the longest streak.
I believe there is an unspoken pressure for people with 'high streaks' to keep them in order not to lose their friends' daily update. Social Media almost forces us to subcounsciously compare ourselves to others, so we need to see if other people have better lives or not. Also, of course, we get FOMO if we don't see what's going on in our friends' lives, right?
3. Group Chats: Stories That Bind
Group chats on Snapchat are more than just text messages. They're a constant stream of stories, inside jokes, and fleeting moments shared with your closest friends. It's like having a mini-reality show of your friends' lives playing out in real-time. You get to see their day-to-day adventures, from silly selfies to behind-the-scenes glimpses of their lives. It's a way to feel more connected, even when you're miles apart.
The best thing: There are so many possibilites. You can do a story for the group, send a snap or a video or even call, try out different filters or play some games together. From young age on, snapchat can be very intriguing and addictive, which is probably one of their business strategies: get children hooked with funny games and creative filters, see them building a streak, and ideally not wanting to lose that ever again.
4. Memories: Nostalgia in Your Pocket
Remember that epic trip you took last summer? Or that hilarious inside joke that you swore you'd never forget? Snapchat Memories lets you relive those moments, even if they've disappeared from your regular feed. It's like a digital scrapbook, better than most clouds, filled with fleeting moments and inside jokes that you can revisit whenever you want.
It's a reminder of all the fun you've had and a way to connect with your past self. You can also send those memories to your friends to share that moment of nostalgia with those who were present with you at that time — a great way to reconnect with someone, when sharing a common memory.
5. Screenshots: The OG of 'your snap has been screenshotted'
I believe Snapchat was the first or one of the first apps that let's you see when somebody has screenshotted your snap. This feature has the potential to create some drama, and even though we might not admit it, but we love some drama. It's definetly better than boredom.
Drama is the reason why even the most compatible couples get into fights or why people love to see reality television. Drama keeps us entertained and in the context of snapchat, it keeps us engaged with the app.
6. Filters and Lenses: Turning Yourself into a Unicorn (Literally)
Let's be honest, the filters are a huge part of the fun. Turning yourself into a puppy dog, adding rainbow vomit to your face, or playing a silly game with your friends — it's pure entertainment. It's a way to express yourself creatively, to have a laugh, and to add a bit of magic to your everyday life.
It can also be used when having a bad hair day or just not looking as fine as usually, filters are fun and act as digital makeup for those using the app, and not being comfortable with one's (current) look. This accessibility, I believe, plays a big role on keeping users engaged with the app.
However, snapchat filters are obvious when they are in use. This is what I like about this app, compared to Instagram or Tiktok. Many people on Insta upload (almost) professionally edited pictures or videos of themselves, making themselves look glowing and highly attractive. These type of pictures are rarely seen on snapchat, because that is not what this app is about. It's about fun, hilarious, spontaneous, unedited moments captured and send in seconds, which brings us to…
7. The "Here and Now" Vibe
Snapchat thrives on spontaneity. The feeling that your snaps will disappear forever (unless screenshotted or saved) encourages you to share in-the-moment thoughts, feelings, and experiences. It's a less polished, more authentic way to connect with your friends, free from the pressure of maintaining a perfect online persona.
It's a great way for celebrities and famous people to give their fans a little behind the scenes of their day-to-day lives. It works the other way around too. Everybody can turn into the role of an influencer for some time and vlog one's life on vacation, even if it's just for their best friends. Remember, the snaps disappear after 24 hours, so there is no pressure to make a big effort in vlogging. It's just spontaneity and a little entertainment.
8. The "Illusion" Of Daily Interaction
This is where I see the most danger with this app. We all know how important relationships with our friends, familiy, or partner are for overall health and well-being. Snapchat creates an illusion that mimicks human interaction, which can lead us to neglect face-to-face interactions.
It's important to be mindful that social media does not have the same benefits as human interactions. This is deeply rooted in our brain, that seeing faces and having people nearby enhance our well-being. It's something about the vibes and the general presence of other people, ideally loved-ones that make us feel valued and understood.
With all the reasons to stay comfy at home and chatting with friends on social media, which created this friction to actually put in some effort to spend time with other people face-to-face, it's easier to opt for that. However, human interactions are arguably the most important factor for mental health…
So, is Snapchat addictive? Maybe. But it's also a fun, creative, and sometimes surprisingly meaningful way to stay connected with the people you care about. Just remember to take breaks, prioritize real-life interactions, and don't let the fear of missing out (or those pesky streaks) control your life.
If you are struggling to make and keep New Year's Resolutions, check out my article about 10 leverage points to keep an eye on in 2025.
Last but not least, I wish you a happy new year — stay healthy and safe!
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