Taking a photo every time you want to send a message to a friend seems to fly in the face of typical product psychology advice. It’s a significant amount of friction.
So how did Snapchat get users to send each other photos so regularly?
It’s all in the way they disappear.
When you send a photo, the receiver can only see it for 10 seconds and it’s gone, forever.
Without having to worry about any fears related to a photo sticking around forever it eliminates any mental baggage to do with taking ‘snaps’.
This same strategy also lead to the creation of the engagement-boosting ‘stories’ feature. Other social platforms ended up blatantly copying this as it was simply too successful to ignore.