I just came from dinner with my friend Kortina. For those who don’t know him, he started a company called Venmo. If you’ve used the app, you know that he is a “contemporary mobile thinker,” and yet he confessed something to me at dinner which is a sign that we are both getting a little old…he said, “dude, i’ll be honest with you, I don’t even understand Snapchat.” The context was that there was this new generation of users and popular applications to which we recognized we have a harder time relating. At 31 years old, for most of our professional lives we were the generation that the older guys were trying to understand, and mainstream applications spoke to us naturally…but now here was this megasuccess that we had to work…really hard…to understand..something had changed. I confessed that it took me a long time to really “get snapchat”, and by “get it” I mean understand why it was unique or special and how i could be a user that derived pleasure from it…Kortina said, “so you use it? What is it really?” My first reply, for simplicity, was “think of it as the easiest way to video chat on your phone.” His response: “I get that, but is that it? Does the disappearing thing even matter?” I thought for a moment, and then replied “yes…but not in the way that you think. The disappearing content isn’t about changing the nature of the content that you share…it’s not about making things more lewd or dangerous because you know they are going to disappear…that might happen, but I think the impact of the disappearing unit on the uniqueness of the application lies in the relationship that the recipient, not the sender, has with the content. Because the content will disappear, it commands the recipients full attention…knowing that they have one chance to consume it…and perhaps more importantly…the recipient can’t become “attached” to the media in the same way that they can a photo in instagram or facebook for example. there is no deep analysis…no scrutiny…no returning to it…or pining over it…or revisiting it to take another sip of the feeling it gave you the first time you consumed it…and in that ephemerality, in the inability to “attach” to what you receive through snapchat, comes a lightness…and it’s that lightness that is special…it says…this isn’t so fucking important…this isn’t a deep statement…this isn’t a reference point or something for you to really think about…to me the disappearing unit is about levity, not scandal or sex or illicit media that has found it’s share channel…I think the illicit content exists, but it’s not at the core of the innovation i see in the experience.”
So yea…that’s two newly old guys trying real hard to understand the products that matter in today’s world.