I like that it allows me to easily add my friends from Facebook, Instagram or LinkedIn without having them log into any other service (like Twitter).
The interface could be more intuitive if you're not used to using apps/websites with "social" features. It's easy enough for non-techies but those who are techy can learn how to use this as well! This has helped us get our target audience engaged in our content by allowing people to post their own photos directly onto our platform - which we then repost elsewhere including FB & IG.