That and Snapchat is just _fun_, in a way that Facebook with its serious Pharmaceutical blue logo isn't, despite Facebook's sleekness and clean UI. Everything from the filters, to the little badges you get for streaks and best friends, to the moving selfie picture in the little ghost, adds to the effect.
Maybe Snap will stick around and maybe it won't but I've already found myself reaching for snap to send an image of a restaurant instead of typing it, or sending a reaction selfie instead of an emoji because its so much easier than typing.