I would say Snapchat is more similar to Twitter than it is to Google or to Facebook. Question is, what is there to incentivize a user to stay on the platform for a couple extra of minutes? I personally have no clue why Snapchat the company is so large — does it really need that many engineers or marketers to maintain an app that is essentially a messenger? The failed Spectacles experiment just seems to scream that this is a company with a lot of money and no clue what to do with it.