Facebook’s spiteful ex-suitor response has backfired because it never understood why Snapchat was so popular
This reveals a startling problem. Facebook never really understood why Snapchat was so successful, which also eludes towards the fact that it would've botched up the acquisition if history hadn't repeated itself. Because of the sheer scale of Facebook, it is not a private social network for anyone. It is the digital presence of a human being considering it is nearing 2 billion monthly active users. Snapchat dwarfs Facebook's scale with about 158 million daily active users. That's not even the difference between earth and the sun, that's more like the difference between Pluto and the Sun. It works because young kids, millennials and even middle aged professionals were looking for something that only has their close friends and they can be themselves amongst them.
It also works because of self destructing nature of the communication which is counter to what Facebook is which will pop up that cosy photograph of you and your ex who's gotten married. On Snapchat people live in the moment forget it and create more moments. It is live, it is crazy and it is fun. Facebook is a medium of communication, it is how we stay in touch with friends, family, co-workers, and even acquaintances. WhatsApp, particularly in Asia has the most pervasive mode of communication over the Internet. It is not the place where one wants to upload crazy videos as one's status, seen by everyone under the sun having your number.
People upload stuff on Snapchat, that they would never put online. This is the kind of stuff that probably would never leave the phone. Facebook and WhatsApp certainly aren't the platforms for this kind of content while Instagram is also quickly reaching sealing. In fact, this is the main reason why when Facebook copied 'Stories' from Snapchat, it had success as Instagram is a relatively small social network with more than 500 million monthly active users compared to Facebook, WhatsApp and Messenger's billion plus figure individually.
With Snapchat having the first movers advantage, it has a loyal base of users who are looking for a more private experience. Facebook will never be the place for that kind of an experience no matter what they do.