Free the Finger? Not so Fast.

Snapchat’s new update changed how users can view snaps — unintentionally giving up a key competitive advantage.

Since Snapchat’s storied inception at a Stanford frat house in 2011, the service has grown exponentially. However one thing has stayed the same — to view a snap, you had to hold your finger on the screen.

This seemingly insignificant (and perhaps unintuitive) design choice was initially a technical requirement for the product. The ability to detect a screenshots was a hack. There was no public API, and keeping a finger on the screen was part of a workaround.

In the early days of Snapchat, this was an important differentiator.

It distinguished the Snapchat from the swarm other messaging apps on the Appstore. It created the ‘norms’ around sending snaps. Funny/embarrassing/nude(!) pics were acceptable, because the sender could see if the recipient had tried to save it for later — a taboo for the social network.

The modern Snapchat is decidedly different. Its shaken stigma of being a sexting app — somewhat at any rate. Its moved away from messaging, investing in content consumption with Stories and Discover. And with iOS 7, Apple announced an API for detecting when a screenshot is taken, eliminating the technical necessity.

Snapchat released an update today that allows you to watch snaps and stories by simply tapping on them — you don’t need to hold down with your finger anymore.

This makes some sense given Snapchat’s new desire to be a media company. They want to reduce any friction around viewing content on their platform. Snapchat CEO Evan Spiegel phrased it simply, “It’s just kind of annoying to hold your finger there for so long.”

Is the holding your finger on the screen, a relic?

I don’t think so. First of all, this interaction has some sentimental value. The Verges’ Sam Sheffer notes that update “definitely removes some of the magic that originally made the app feel special.”

But beyond that, Snapchat is potentially foregoing one of its few competitive advantage against Facebook, and Twitter in its races to mature the advertising side of its business.

Touching the screen is tactile engagement with content. Its a guarantee that someone paid some attention — whether to an ad or to a Shared Story.

You can scroll past display ads on Facebook or Instagram or Twitter — on any feed. You can zone out while an ad plays before your Youtube video. You can take your headphones out when you hear an ad on Spotify.

With Snapchat ads (in Shared Stories) the outcome is ternary:

1) You watch the ad, and continue viewing the Story.

2) You tap the ad, skipping the it, and continue viewing the Story.

3) You lift you your finger up, ending the ad, and you stop watching the Story.

All of these options require involve your finger physically manipulating the screen — they require direct, measurable engagement.

The whole notion of keeping your finger on the screen is valuable because it is a proxy for whether you are paying attention or not.

Snapchat doesn’t have troves of user data like Facebook and Twitter. But it knows when you are paying attention… and it needs to capitalize on that.