The New Social Media.... Ephemerality

Why are apps like Snapchat so popular with Millennial and Plural audiences? 
The application trails behind Facebook and Twitter as the third most popular social media app among millennials. This ephemeral messaging application allows users to send photos and videos of less than 10 seconds to their friends, who can view them once, and then they disappear into a data graveyard. 

Snapchat CEO, Evan Spigel, stated that ephemerality is at the core of all conversations, those that occur both online and in person.1 The application allows pervasive connectivity, quick media creation and ephemerality. Combined, these features are forging the path for an entirely new method of communication. There are two things that make Snapchat an anti-social media.

1. Intimate Public: Snapchat is a place for small, intimate communities who share a commonly lived history and experience. It offers a space for expression, creativity, and vulnerability where users are creating conversations through content, not around them. 
2. Ephemerality: The focus of other social networks like Facebook and Instagram are to document life and archive it. Snapchat on the other hand is more about the art of communication. It recaptures the element of obscurity that is present in our every day human interactions.