Seems like most social media is going that way now. Facebook in particular. I thought Snapchat would be a break from this since the content is temporary, but I've read news articles from my home country about kids having to get "Snapchat-sitters" to maintain their streaks while they are offline for more than a day. So they post random images to each other to keep their streak number increasing, which is total nonsense with regards to both engagement and content.