Unless you’ve been living under a rock for the past few years, you’ve probably heard of Snapchat. You may even be sending a snap of your dog taking a nosedive into his water bowl as you read this (Fido just can’t catch a break).
We know that Snapchat is all the rage these days. From the temporary photo concept (10 seconds or 24 hours – your pick) to the flower headdress filters that could make even Chewbacca look pretty, Snapchat dominates among millennials. But, just when you thought Snapchat was only for sending disappearing photos of you vomiting rainbows, Snapchat rolled out a new feature that could change the app as we know it.
In with the new…but keeping the old
Introducing “Snapchat Memories,” a new feature that Snapchat announced last week. Memories is a shareable and searchable archive of your snaps and Stories. You can send these Snaps via Memories to your friends, and you can even adjust where you want the Memories to go with the “My Eyes Only” option. This way, your Snaps can still remain private, the original intention of the app.
And, for the first time ever, Snapchat users can upload and share photos or videos right from their phone’s camera roll. You can edit them with the Snapchat doodle, text, sticker, emoji, and filter tools just like any other snap taken in the moment, and then include them in your Story.
Marketers take note
Finding an ideal balance between the old and the new is key to building an emotional connection with your followers and running a successful Snapchat marketing strategy.
This new addition to Snapchat could give marketers a one-up on their social media presence. While Stories disappear in 24 hours, leaving you in a constant scramble to create new Stories on a daily basis, the Memories feature will allow you to save your favorite snaps for later use. You can even create new Stories using saved Stories and snaps.
However, don’t let that discourage you from posting Stories and real-time events. One of the reasons people love Snapchat is because they feel like they’re going through the motions of your company’s daily life; taking that away could lessen your following. Finding an ideal balance between the old and the new is key to building an emotional connection with your followers and running a successful Snapchat marketing strategy.
Is Snapchat becoming another Facebook?
Not exactly. First of all, Snapchat users can still follow their favorite brands in real time. Although Facebook’s “Live” feature is starting to pick up, there’s a significant difference between the two social media platforms. When idly browsing through the Facebook news feed, users see an uneven mixture of baby pictures, news updates and suggested posts. On the other hand, Snapchat allows you to choose what and who you want to see. Don’t care to see someone’s Story? No hard feelings – just don’t look at it.
The general consensus
What it all boils down to is this: Memories is expanding upon Snapchat’s existing features, not transforming it into an entirely different app. Yes, this update means a significant shift away from the disappearing content Snapchat is famous for, but there’s no reason to panic. Memories shows that Snapchat is evolving to meet the needs of its users, which is a smart move on their part.
Snapchat can be an invaluable marketing tool when you use it effectively. As new updates to the app unfold, don’t forget why users followed you on Snapchat in the first place – live action, real people and a you’re-more-than-just-a-brand vibe. The more company events and employees you can showcase, the better.
Courtney is the content writer at Stratus Interactive, where she is responsible for writing original, thought-provoking blog posts on a variety of topics. Courtney has been writing stories since she was a wee little one and has experience in B2B and B2C content marketing in addition to SEO. See all Courtney Feairheller's posts.