…archy of Engagement’ piece, the strongest virtuous loop for any social product is a network effect. The reason why you keep coming back to Facebook, Instagram, and Snapchat day after day is primarily because you know that the clear majority of those who matter to you or who are in your closest network are on those platforms and they are actively using them.
…and that it is now also posting / consuming a story and all the other rich content on the platform. In all honesty though, the root piece of engagement that commences and sustains the virtuous loop for most, if not all, social apps is some form of content creation, therefore, consumption becomes a consequential action. So long as the content is continuously created, the platform itself (or the developers building on that platform) can modify the environment to cater to a better consumption experience — this will in turn result in what I just described as a “consequential” action. As the platform provider you can create a better consumption experience, but if you don’t have users creating the content to begin with then you are out of luck.