Snapchat, a social networking app that combines the vanity of taking selfies and keeping contact with your friends, has made it big. It's amassed so much popularity (~150 million daily users) in recent years that its rivals include the social networking giants of Facebook and Twitter. Its appeal comes from not only the usage of pictures and videos to grab immediate attention, but also the introduction of a narrative. When you make a 'story,' you are given the option to construct it in a time sequence. Not only are you free to post anything on your mind in one frame, you can strew together videos from across the day to tell your story. This is what has lifted Snapchat off the ground. So of course it lures in millenials by the thousands. People from ages 18-24 make up 37% of the userbase. The millenials being such an influential, well-connected audience, it's no wonder businesses are extending their reach onto Snapchat to participate in this innovative 'story telling'.

The Social Networking industry is one of the most archetypal examples of free-market competition. Every year kick-starter apps are developed in garage-offices, dorms, and spit out mercilessly by the hugely dynamic tech market. Its very nature is volatile because the users control the success of each app based on their own preferences, which can be difficult to predict. The ones who break through anonymity become wildly successful as their applications lift off and snowball into a name known in daily language.