Because the proprietor of the Snapchat messaging app targets a valuation of about $24bn (£20bn), one query hangs within the air: will it keep cool?
Customers of the favored service are questioning how Snapchat would possibly change as efforts to make it worthwhile evolve.
Most of Snapchat’s customers are aged between 13 and 24, and lots of advertisers select to focus on individuals of their teenagers and 20s by way of the app.
Snapchatters out buying in London spoke to the BBC about why the service appears to resonate so strongly with younger individuals – and whether or not they’ll keep it up ought to promoting develop into extra prevalent.
“You do not have to undergo a information feed,” mentioned Dominic, 21, who makes use of the app on daily basis.
This can be a key profit, it appears – Snapchat is not as laden with info as Fb, for instance.
“And it is so brief – I’ve not obtained endurance to learn massive statuses. It is visible.”
Plus, importantly, you possibly can see which of your pals have considered your newest publish.
Many younger people who use Snapchat are effectively conscious that older generations do not fairly get it.
“My mum could not work it,” mentioned Grace, additionally 21.
Dominic agreed this was necessary – it means he feels snug to only “publish no matter”.
“The older individuals as effectively, they would not publish a lot, as a result of they’re simply making dinner and doing the housekeeping,” he says.
“Younger persons are doing extra enjoyable issues like going out.”
This has all the time been Snapchat’s distinctive promoting proposition. It is seen as cool.
However rising an viewers and attempting to make a revenue necessitates tweaking what was as soon as an app the place individuals merely despatched footage backwards and forwards to 1 one other.
One of many authentic points of interest was that these footage would expire shortly after they have been considered – however since summer season final 12 months, customers have been capable of save them by way of a function known as Snapchat Reminiscences.
“I form of most well-liked it when it was simply easy, ship footage that disappeared,” mentioned Charlie, additionally in his early 20s.
There are already ads on Snapchat, however it’s potential the app will function extra as Snap searches for that elusive revenue.
“If there have been adverts on a regular basis, I would not go on it,” added Charlie, nonetheless.
He and his good friend Claire agreed on one other level: in the event that they needed to pay to make use of it, that may positively discourage them.
Olivia is one other Snapchat fan who’s been utilizing the app for a couple of years.
However when Snapchat launched filters that could be sponsored by companies in 2015, the transfer “put her off”, she mentioned.
In search of a distinct segment
For her, Snapchat is already much less engaging than it was once.
“They want a brand new area of interest that may appeal to individuals again,” she mentioned.
It is price remembering a younger viewers, whereas typically extremely engaged with social media, will also be considerably fickle.
Beatrice, 29, was running a blog about her experiences as a scholar in London, and utilizing Snapchat, when she observed a sudden shift.
“Everybody began utilizing Instagram Stories [a Snapchat-like way of sending annotated photos to contacts],” she mentioned.
“Everyone moved to Instagram Tales and I misplaced numerous followers – so I made a decision to make use of that [instead].”
As different providers have supplied Snapchat-like interactions, Snapchat has additionally developed, incorporating new options similar to video chat.
Niila, who’s 19 and from Finland, mentioned: “It is not so good when purposes begin to be the identical as each other.”
It will be important, then, that Snapchat continues to be seen as one way or the other totally different.
Although, apparently, maybe the thought the app stays largely unknown to older generations isn’t such an important issue for all.
Niila’s mom used it, he mentioned.
“It is not just for younger individuals,” mentioned Kia, 19, additionally from Finland.
Maybe Melissa, 23, who has been utilizing Snapchat for 4 or 5 years, hit the nail on the top.
She likes how the app has clearly been designed to attraction to younger individuals and recommended there won’t be any must over-think its attraction.
“It is only a enjoyable solution to ship footage to your pals,” she mentioned.