Facebook Messenger is adding a streak feature, a feature that is already on Snapchat.
When Snap, the Snapchat parent company, announced their plans to go public the company stated their most significant competitor was Facebook. Snapchat explained in their IPO filing that their most significant risk factors include competition. “We face significant competition in almost every aspect of our business both domestically and internationally,” Snap Inc explained. Not to mention, the company pointed out that their competition “mimic our products and therefore harm our user engagement and growth.” In fact, a TechCrunch report found Snapchat’s growth stalled by 82% following the release of Instagram Stories.
Since then, stories and messaging have appeared on Facebook, Instagram and WhatsApp. Previously, the company even lifted Snapchat’s popular face filters and camera features. Facebook is now planning on adding a streak feature similar to Snapchat, which is an addictive game that encourages users to send messages back and forth for multiple days.
Similar to Snapchat streaks, Facebook Messenger streaks include emoji status for anyone you’re currently on a streak with. Facebook appears to be testing this on limited accounts at the moment. Twitter user Case Sandberg discovered the streaks feature, and other Facebook Messenger users noticed the new feature. That said, the company is not transparent if this is just a test or the start of the gamification of Facebook Messenger.
Streaks have become a trendy part of Snapchat, thanks in part to the young audience. Snapchat uses the feature to encourage users to send more snaps, and even warns users that their streak is about to expire. If Facebook is planning to clone this feature, then don’t be surprised to see this feature to appear on Instagram and WhatsApp.
A recent report looking into how companies can get users addicted to their apps found Snapchat’s Streak feature helps users develop habits to keep users checking in. The streak feature is a psychological technique called loss aversion, which involves users to stay on an app even when it is no longer useful, or they no longer enjoy using it anymore.