With WhatsApp picking up speed in my close friend circle, Facebook messenger being used for everyone else, and the occasional Google hangouts messages when I feel like being online, I don't think even taking the "ephemeral" approach is going to make a difference in persuading me to start picking Snapchat over competing platforms. Snapchat is fun because as other users mentioned, I get to send bullshit one-off joke snaps to my friends. I don't want to maintain a conversation of any sort through another app. However, knowing the conversation is immediately cleared further dissuades me. The point of this feature is that it's good for non-committal "conversations" and very easy to engage/disengage. But I already have WhatsApp for that, and I have group conversations there, and my messages aren't deleted.