Content Marketing Blog

Snapchat makes lovers more jealous than Facebook

Snapchat, the popular photo-sharing app, is more likely to cause jealousy among lovers than Facebook, according to a new study.

Research published in the journal Cyber-psychology, Behaviour, and Social Networking found that the more intimate nature of Snapchat, where messages disappear after being viewed, meant interactions posed a greater threat to romantic relationships.

Unlike Facebook, Snapchat communications tend to be more private, encouraging users to share more sensitive information with smaller, more select groups of friends.

“With the January 2015 Snapchat update, which made Best Friends Lists private, one wonders if we will now see the fire of jealousy further inflamed,” the researchers said.

Social Content: Make social a key part of your content marketing strategy

Snapchat is one of the more recent arrivals in the social media jungle, but has big beasts like Facebook and Twitter sitting up and taking notice.

It had picked up more than 100 million users by the middle of last year. Its growth and popularity with younger users have led to growing speculation that it will follow the likes of Instagram and become the subject of a multi-billion dollar takeover.

Snapchat was famously created as part of a product design class at Stanford University in the US, where two of its founders, Evan Spiegel and Bobby Murphy, were studying. The idea of time-limited photo and video messages was derided by their classmates.

But despite that initially frosty reception, digital natives have embraced Snapchat, helping the company enjoy dramatic growth since its official launch less than three years ago. It has now reached that stage that all successful social sites reach when it needs to figure out how to make money without upsetting its users.

Earlier this year, Snapchat took its first tentative steps down this path with the unveiling of Discover and Ghost, two new services presenting opportunities for brands to tap into its growing member base.