I paid attention to the details this time across two cities, instead of going on impressions. The recurring theme was how many photos the format allows — it shapes the first fortnight more than anything. That held without exception on every account I set up.

I tracked this rather than trusting impressions on this, and it held up across all of them. Realistically the share of accounts that are dormant is worth checking before you commit any time.

I have been through this properly once properly, so the comparison was at least fair. If I had to pick one factor, whether the app works on a slow connection tends to decide whether you stick with it. It stayed consistent consistently enough to trust in a way that was hard to argue with.

If I were starting again, I would look at:

  • How easily you can change your location — the difference between options is large here.
  • How the app treats people who travel — this is where the free tiers diverge.
  • Find out whether read receipts exist — I would treat this as a dealbreaker.
  • Look at how much the app relies on push notifications — this alone ruled a couple out for me.
  • Whether browsing costs anything — it changes the experience completely.

I did this the slow way here, before forming any view. Boiled down, how blocking actually behaves is easy to check and almost never checked.