Snapchat — or the product geniuses — on their way to a billion users.

A year ago, I was pretty excited by mobile video. So excited, it led me to envision a mobile Tumblr with an infinite video stream replacing the old and broken vertical newsfeed. But, then I considered it was too late — or too early— to compete head on with Snapchat on this subject. I thought they might keep killin it and well, kill it they did.

They announced last week that their users were now watching 10 billions videos per day. The latest release, with a brand new video stream — think of it as a story-like newsfeed — is to me the most ambitious mobile UX switch of the year.

And it’s just the latest addition to an ever-growing list of incredibly successful feature releases:

1/ Vanishing photos & videos messaging

2/ Caption on media

3/ Drawing on media

4/ Stories

5/ Live stories

6/ Geolocation filters

7/ Selfie lenses (including the now famous face-swap)

8/ Story-like newsfeed

7/ ?

One by one, they released ambitious additions that could have been good products in themselves with bullseye’s precision of timing.

A good example was the dead on timing of the release of the selfie lenses & face swap, just a few weeks before MSQRD & Face Swap Live topped the app store, as noticed by Ouriel Ohayon. To top it off, they continue to release these new features without complicating the very simple UI / UX Snapchat users love (take the example of selfie lenses face detection).

The result is an unstoppable growth of users and a product appealing to a increasingly broader demographic. Most of my mid-twenty friends weren’t using Snapchat just six month ago, most of them do every day now!

When will it stop? Probably later than we think if they keep nailing the product side. See you at a billion daily users Snapchat!