Get All Access for $5/mo

Facebook Launches Slingshot, Its Snapchat Competitor The new ephemeral messaging app is a familiar concept with an interesting and risky twist.

By Laura Entis

Opinions expressed by Entrepreneur contributors are their own.

Poke, Facebook's first attempt at building a Snapchat competitor, belly flopped. But that hasn't stopped the social network from taking another jump.

For some time now, rumors have swirled about Slingshot, Facebook's sophomore take on the ephemeral messaging app. Mark Zuckerberg was reportedly "personally involved" in its development, and last week the app briefly appeared in some countries' app stores before disappearing.

Today, all the speculation can be put to rest: Slingshot is here, for real this time.

Unlike Poke, Slingshot is not a direct Snapchat ripoff. "With Slingshot, we wanted to build something where everybody is a creator and nobody is just a spectator," Facebook said in a blog post announcing the launch.

That's right – lurkers aren't welcome on the app.

As with Snapchat, users can send photos or videos -- adorned with text or coloring, if desired -- that last up to 15 seconds with Slingshot. Each message can be viewed exactly once by the recipient before disappearing for good.

Related: Facebook Reportedly Developing Its Own Snapchat -- Again

Unlike Snapchat, however, opening a message on Slingshot requires that you send a message of your own back to its sender. "Here's the deal: friends won't be able to see your shot until they sling something back to you," Facebook explained.

While it's good news that Slingshot isn't another straight-up Snapchat clone and while the intent is admirable, it's fair to wonder whether Facebook has overestimated our collective desire to share versus our collective desire to consume. After all, plenty of people use social networks to "lurk," spending most of their time checking up on other people's posts instead of posting themselves. For those types, being forced to respond to a message on Slingshot might be a tough sell.

Still, Facebook is determined to try. "[Venture capitalist] Fred Wilson once said that the cardinal rule of social networks is that 1 percent of people create content and 90 percent of people consume it," Slingshot designer Joey Flynn told the Verge, "and we want to flip that on its head."

Related: This Is the 23-Year-Old Entrepreneur Who Just Turned Down $3 Billion From Facebook

Laura Entis is a reporter for Fortune.com's Venture section.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Branding

ChatGPT is Becoming More Human-Like. Here's How The Tool is Getting Smarter at Replicating Your Voice, Brand and Personality.

AI can be instrumental in building your brand and boosting awareness, but the right approach is critical. A custom GPT delivers tailored collateral based on your ethos, personality and unique positioning factors.

Business News

Apple Reportedly Isn't Paying OpenAI to Use ChatGPT in iPhones

The next big iPhone update brings ChatGPT directly to Apple devices.

Business News

Is the AI Industry Consolidating? Hugging Face CEO Says More AI Entrepreneurs Are Looking to Be Acquired

Clément Delangue, the CEO of Hugging Face, a $4.5 billion startup, says he gets at least 10 acquisition requests a week and it's "increased quite a lot."

Business News

You Can Now Apply to Renew Your U.S. Passport Online — But There's a Catch

The U.S. State Department officially launched the beta program this week.

Business News

Sony Pictures Entertainment Purchases Struggling, Cult-Favorite Movie Theater Chain

Alamo Drafthouse originally emerged from bankruptcy in June 2021.

Growing a Business

He Immigrated to the U.S. and Got a Job at McDonald's — Then His Aversion to Being 'Too Comfortable' Led to a Fast-Growing Company That's Hard to Miss

Voyo Popovic launched his moving and storage company in 2018 — and he's been innovating in the industry ever since.