When mojo doesn’t bounce
But there’s no getting away from the fact that Snapchat is struggling to maintain relevance in a world where TikTok attracts youngsters and Instagram hoovers up everyone else.
I can’t think of a single social media product that has lost its mojo and managed to get it back. The slow death of Google+ came to a full stop this week, but it began back when most people away from a niche of hardcore fans got bored of it. Like Snapchat, it continued to introduce interesting new features for some time, but the mojo was gone and it was too late.
Myspace tried to make multiple comebacks to no avail, and most social media apps that experience a short dose of excitement quickly fade away – remember Peach?
Facebook and Twitter have evolved beyond this faddishness to become akin to essential public utilities. They withstand a relentless assault of bad press because people find them so useful, but their time may yet come.
Once the mojo’s gone, it’s gone; the audience has moved on. But maybe that’s not inevitable. A social media company that manages to battle through irrelevance back to being essential will have competitors beating down their door to learn the secret. I just wish I knew what it was. And I bet Snap’s Evan Spiegel secretly feels the same.