How Snapchat uses Gamification

A perfect example of gamification in non-game media is Snapchat. The app is so gamified it's ridiculous. The most prominent example go gamification is in Bitmoji, an avatar that Snapchat users can personalize. Users can change the Bitmoji's eye color, hair color, length, and style, build, eyebrows, clothes, and everything in-between. This avatar has virtually nothing to do with the actual function of Snapchat, but these Bitmojis are constantly updated and used, despite their irrelevance to the basic use if the app, to send pictures and videos to people. Another example of gamification is the badges that one can get by unlocking certain "achievements" on snapchat. These badges are literally pointless, but people strive to achieve them anyways. These badges are unlicked by doing things like sending a snapchat with the temperature below freezing, sending ten front-facing snapchats, and sending ten snaps in black and white. These trophies are extremely effective because it encourages people to use the app and to remain active on it. These trophies are practically pointless, but achieving these badges can really motivate people to strive for these achievements and therefore be much more active on the app. A concern that I have about this gamification is that Snapchat is a social media outlet, and increased use can lead to increased risk of mental health issues like decreased self esteem and depression. Snapchat's methods of increasing user activity in their app is extremely effective, and gamification is the key to this success.