Snapchat rolls out Memories feature, becomes less ephemeral

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  • August 2, 2016

Going against pretty much everything it stands for, ephemeral messaging app Snapchat recently rolled out a new feature which allows users to save videos and pictures so that they don’t disappear.

But that’s not all. The new Memories feature (as it’s known) also lets Snapchat users – for the first time – share photos and videos captured outside of the app.

It represents a huge turning point for Snapchat as it positions itself to threaten the social media dominance of companies like Facebook and Twitter.

With Memories, Snapchat users have a lot more flexibility, and can share stuff more thoughtfully – much like people do on Facebook and Instagram.

Older snaps (those over a day old) will appear with a white border around them once posted on Snapchat, so that people know they are “memories”.

Perhaps the biggest boon for marketers is the fact that Memories gives Snapchat content a much longer shelf life. The fact that pictures and videos can be saved and reused means brands can spend more money and more time creating content for their Snapchat Stories.

Furthermore, the Memories feature is likely to help Snapchat appeal to a wider (possibly older) audience and grow even more. At present, Snapchat is king when it comes to the younger generations.

For example:


Image credit: Snapchat

Since its inception, Snapchat has experienced phenomenal growth, and now has over 100 million daily users. However, there has always been a stigma that Snapchat is strictly for teenagers. That could well change now that it’s looking to become more mainstream, and that’s good news for social media marketers.

Snapchat users can access Memories by swiping up from the camera in the app. Pictures and videos are even searchable, with keywords like “Hawaii” and “dog” suggested by the Snapchat team as examples.

Don’t worry if the feature doesn’t seem to be available just yet. Snapchat said it will be rolled out “over the next month or so”.

Snapchat could soon become a force to be reckoned with. Maybe you should try it out and get up to speed now, especially if your products/services appeal to younger people.

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