June 15, 2018
Snap Kit is a developer SDK that lets mobile developers integrate powerful and beloved Snapchat features into their apps. This is Snapchat’s version of Facebook Connect and it’ll likely be widely adopted by social consumer apps that share Snapchat’s age 13-25 demographic. While the SDK supports creative tools like camera effects, filters, and stories, Bitmoji Kit and Login Kit (especially combined) are most likely to create differentiated product experiences that are unique to Snapchat.
Bitmoji is a great product because it doesn’t take itself too seriously. In my opinion, its dominance over other “personalized emoji” apps is mainly due to these factors:
Creative approach: a technical solution that generates avatars that perfectly resemble people does not create the best user experience because they’re usually too realistic and creepy. Bitmoji avatars are friendly, cute, and cartoonish. They resemble you just enough that you’d want to share them with friends, but not so much where you’d be embarrassed.
Culturally relevant: you can tell that Bitmoji has an editorial team that’s keeping track of what’s new and popular. Stickers are frequently updated to reflect memes, pop culture references, slang, holidays, etc.
Integrated identity: Bitmoji links fun and casual images to Snapchat users’ digital identities. Content is more personable and relatable when presented next to Bitmoji avatars that you recognize. Just like how Facebook Connect allows developers to authenticate your identity and use your profile photo, Log In with Snapchat creates an even better product experience because it’s integrated with Bitmoji and the various contexts that Bitmoji excels in. For example, connecting Snapchat with Tinder could default your photo to a flirty Bitmoji avatar whereas connecting to ESPN could default your photo to your Bitmoji avatar wearing your favorite team’s jersey.
Overall, Snap Kit is a positive and important step for Snap, Inc. as a platform. This could be the catalyst that sparks both growth and retention by bringing more external benefits to being a Snapchat user.