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Library/App & software/Snapchat launch
Grade B20 sourcesHIS-01650

Snapchat launch

App & software · 2011 · Niche

38Editable slideCertificate

Disappearing photos spread through schools before Snapchat rejected a reported $3B offer.

Snapchat on the App Store
Snapchat Inc.; Evan Spiegel, Bobby Murphy and Reggie Brown

Spread Score

How it works
Reach57ContagionNo data yetBreadth40Velocity0LongevityNo data yet38

Numbers

Daily users reported by ABC; methodology unspecified
5M
As of Nov 14, 2013 · Snapchat · ABC News (Australia)
Seed to milestone
2.4 years
Jul 8 ’11 to Nov 13 ’13
Platforms
5
Started on App stores
Origin
Seeded
Technology

Mechanics

  • Maker origin
  • Platform jumpPrimary
  • Press loop
  • Dupe economy
  • Controversy

How it spread

Trace the origin

Picaboo launched in July 2011 and became Snapchat in September. Students exchanged disappearing photos and posted about it on Twitter and Instagram. Facebook copied it with Poke and reportedly offered $3 billion; Snapchat declined, and the offer report anchors this case.

Documented milestone; not a measured attention peak.

Daily photos shared2012-10-01: 20,000,0002013-02-01: 60,000,0002013-04-01: 150,000,0002013-06-01: 200,000,0002013-09-01: 350,000,000Jun ’11AugNovMay ’12AugDecFeb ’13MayAugOctDecMay ’14MilestoneApp storesPressSnapchatInstagramRetail
App storesPressSnapchatInstagramRetail

13 more events on this chart

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Daily photos shared: 5 dated figures from The Guardian, each checked against the source. Measured at the time, not estimated.

Timeline (16)

  1. July 2011

    Evan Spiegel, Bobby Murphy and Reggie Brown seed · Jul 8 ’11

    The founders released Picaboo on the iOS App Store.[1]

    Snapchat on the App Store
    Open the first post ↗

  2. September 2011

    Snapchat owner response · Sep 2011

    Picaboo was renamed Snapchat and relaunched on the App Store.[2][3]

  3. May 2012

    The New York Times press · May 6 ’12

    The New York Times covered disappearing photos, sexting and users posting Snapchat names on Twitter.[4]

  1. platform jump · May 10 ’12

  2. platform jump · May 10 ’12

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Why it worked

Do this

  1. 1
  2. 2
  3. 3

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Origin
Seeded
Sector
Technology
Region
US
Daily users reported by ABC; methodology unspecified
5M
As of Nov 14, 2013 · Snapchat · ABC News (Australia)
Evidence
Grade B

Spread the same way

App & software · Open web · 199956

Napster

Napster Inc.; Shawn Fanning and Sean Parker

Napster reached 26.4 million monthly home users in an international research panel.

26.4M users

1 / 8

  • Napster
  • Locket Widget
  • Scientific 7-Minute Workout
  • 2048
  • Vine launch
  • MySpace
  • Houseparty
  • Instagram launch

New cases, every week

How the next thing spread, the week it does.