Today Hipstamatic will launch Snap, a free monthly culture and lifestyle magazine for the iPad featuring original editorial content and, naturally, gorgeous spreads of Hipstamatic photos. Snap reads like a traditional magazine: Eight sections (with names like “Cultured” and “Obsessed”) detail the hippest in music, fashion, food, and travel, gussied up with plenty of large and lush photographs. But more than a magazine, it’s also a clever pull for new Hipstamatic users, who CEO Lucas Buick tells Fast Company he draws in by capitalizing on a concept called FOMO (Fear Of Missing Out, for the misanthropes).
“Everyone wants to know why your friend’s photos are better than yours,” Buick says. “That gives us another opportunity to highlight our users. And when we highlight any of our users, they become evangelists for life.”