Snapchat wants to be your new favorite social media platform. The temporary photo and video sharing app rolled out a cool new feature yesterday with their latest update. The company, founded in 2011, introduced the world to Snapchat Stories with the help of a few up-and-coming brands like Goldroom and Smallpools. This optional feature allows users to store content they produce for a temporary 24-hour period. This new feature differs from the original function of the app which only stored content for a one time view of up to ten seconds set at the discretion of the creator. The app also gives the user the ability to make the content visible for everyone within the user network.
Snapchat Stories gives users the ability to create their own narrative. The feature adds each snap together to create a timeline that moves forward, allowing the viewer to see each moment as you experienced them. The other really cool feature about the new update is that each component to your timeline can be viewed an unlimited number of times.
What does this mean for brands moving forward?
While no one can place a finger on just how many users Snapchat actually has, the company reports more than 200 million pictures and videos are being shared a day, and the company itself is worth a little under $800 million. Several brands have recognized the power that this kind of network holds and why it’s important to integrate the platform into its marketing strategy. Companies like Acura, MTV UK and Taco Bell have taken to using the app to promote everything from reality television to coupon codes, to access to more exclusive content on their website.
This feature could potentially develop into a way for brands to direct users to a constant stream of content the same way that Twitter and Facebook are able to. This is beneficial for brands because it moves Snapchat from a private sharing app to a more public forum.
One of the drawbacks to the app is that brands aren’t able to restrict who or how many people are able to reply to their account. They also can’t control the content that people send it, several companies have reported receiving lewd and unwarranted photos and videos from their consumers.
Another drawback is the low quality of the content. This was one of the flaws that attracted users because the low resolution makes it ok to lose the content. If Snapchat developers can improve the resolution and figure out a way to filter content sometime in the near future, there’s a very good chance they could quickly become the next favorite for social media networks.