Snap turns on Minis, bite-sized third-party apps in Snapchat

Four of the seven “Minis” that Snap unveiled last month are now offered across the platform. These mini apps that are going live today are: Meditation service Headspace, studying collaboration tool Flashcards, an “interactive messaging experience” service called Prediction Master and Lets Do It, a small app established by Snap itself that enables users to make decisions with their good friends.

Revealed last month, Snap Minis are lightweight, simplified versions of apps that live within Snaps Chat area. These apps– built with HTML– are developed to improve engagement among users by allowing them to perform a variety of additional jobs without leaving the Snap app.

But whether this design discovers a home with users in the U.S. and the U.K. and other markets where Snap has made inroads– and regions that unlike China are open– remains a secret. As my coworker Lucas mentioned last month, Facebook has tried to replicate the WeChat model through chatbots on Messenger throughout the years, to little success.

The method looks promising– at least on paper. Its a win-win scenario for both Snap and the developers who make these mini apps. By gaining access to these mini apps, Snap can possibly see an increase in user engagement, and developers are able to cater to a whole set of new audience.

A reasonably brand-new idea in the U.S. and U.K., the mini apps model is rather popular in Asian markets. Tencents WeChat has actually drawn in over a million mini apps that allow users to carry out a variety of jobs.

A set of mini apps has actually gone live on Snapchat platform, marking the start of a brand-new chapter for the Los Angeles-headquartered company as it intends to emulate aspects of the popular Chinese “super-app” model.

The rollout on Monday is however a crucial shift in Snaps technique to increase engagement on its ephemeral messaging app, which has actually collected more than 229 million everyday users.

The technique looks appealing– a minimum of on paper. Its a win-win scenario for both Snap and the developers who make these mini apps. By acquiring access to these mini apps, Snap can potentially see an increase in user engagement, and designers are able to deal with an entire set of brand-new audience.

Snapchat has formerly said that its relationship with Tencent, an investor in the Los Angeles company, has actually been influential in its decision to replicate the super-app offering.

In India, mobile payments services PhonePe and Paytm have presented several such apps, too, that allow users to book flight and movie tickets and order food and taxis.

Mini apps revealed by Coachella that would permit users to plan festival journeys, Atoms motion picture ticketing and Saturn, which is targeted at assisting trainees share and compare their class schedules, are yet to go live.

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