It’s the newest update on the lips of every social media aficionado. So how will Snapchat’s “Memories” feature benefit users and brands alike? 

We love Snapchat for its uniqueness- videos and images which disappear is unlike how content is shared and viewed on any other social media platform. With “Memories” however, it now seems the app is slowly shifting in its concept, becoming a platform where content can be stored. The new feature now houses four sections- the first of these is “Snaps”, showing pictures the user has previously taken, while the second is “Stories”, showing past stories. There’s also the “Camera Roll” section revealing images from the user’s camera, while the final section, “My Eyes Only”, is for the user’s private snaps, and is password protected. This new feature is accessible by swiping upwards on the screen, and images can be saved by tapping on the new icon at the bottom left. Snapchat is also offering a way to distinguish archived and recent snaps, with any images more than 24 hours old presented with a white frame around.

So how might users take to the addition? For early adopters and die-hard fans, the move might be seen as a sell-out on Snapchat’s part, as it makes the platform appear like a Facebook/Instagram hybrid, something that detracts from its uniqueness. However, one of the benefits of the feature, is the fact that Snapchat can now function like your camera roll- great if you accidentally delete or haven’t backed up your images. The update might also draw in a greater crowd of users from Instagram, who will likely enjoy the fact that they can build up another image-based feed; and this might even make a dent in Instagram’s user base. Memories will also enable users to edit their snaps after they’ve been taken, in terms of adjusting filters, or adding doodles or stickers- this may or may not appeal to Snapchat’s audience, as on the one hand, images can be “perfected” or changed as desired, but on the other hand might lose the “raw” feel that the app is known for.

This update now poses a whole new area for brands in terms of the types of campaigns they will be able to create. Previously, Snapchat has deterred brands- the ephemeral nature alone has made many question whether the platform is worth investing content in, or collaborating on a long-term campaign with influencers. Now, enabling permanent content might encourage brands, and especially lesser known ones to create ongoing campaigns. Having these will likely make it easier for them to build up a fan base- users will be able to visit past content to gauge more about the brand’s identity, for example. Brands will also be able to benefit from revisiting data for any past content- with engagement figures easier to compare over time, this will help both small and large businesses with planning more effective posts in future.

However, brands still have to remember that their instant posts should remain an integral part of their strategy, especially if quick “in the moment” content is what they are known for. After all, these are the types of posts users are familiar with engaging with- the immediacy is what followers have come to value Snapchat for. Memories though, will work in a brand’s favour, particularly if they want content to reach viewers who might only check Snapchat after work or on the weekends. For instance, we see this suiting employees who can prepare content during the week for scheduling at popular times.

Are you glad to see Snapchat’s update? Will you be more inclined to use the platform now that content can be archived? We’d love to hear your thoughts, so please tweet to us @PracticeDigital and share your comments on our Facebook page.