Will Snapchat’s new feature open up doors for brands or become a distant memory

Snapchat’s new Memories feature is being advertised as a new way for users to share old snaps and stories – but the consumers are not the only ones that use Snapchat. So what does this new update mean for brands using this rapidly growing messaging/social service?

The new feature now enables brands to create non-chronological sequences and stories using images or video from their banks of content. Gone are the days of taking a photo of a photo or a grainy video of a video, brands can now upload high-quality content to their channel.

Source: Snapchat

Before the new update, brands were bound to sharing devices with the same mobile number that matches the account. This can be a nuisance for both national and global brands which needed to send devices across countries or even the globe. This also meant that brands couldn’t simultaneously capture two events at once, as only one user could be logged in at once.

The Memories feature brings a nice change: you no longer have to create video or images from within the app itself or even in the same location. Now, employees can send images or videos from multiple devices from around the world.

This not only opens up the doors for brands to use archived content but now they can also use influencers from around the world to promote their products or services.

Though this does beg the question: Will this new feature take away from the raw feel of the app if high-end cameras can now be used? Possibly, but it could also open up the door for brands to use raw user-generated content on their channels.

Snapchat is rapidly evolving from just a messaging app, it’s far different from its original proposition. It has already caught up to Twitter and can no longer be ignored or thought of as just another channel brands feel they have to adopt. Nor should it be adopted just because they heard it is the way to reach the younger generation or without a well-thought content strategy.

Facebook was once seen as just as a novelty, it has since become a near necessity for brands. In 2015, the UK was predicted to become the first country in the world to spend half of all advertising on digital media, thanks to a surge in the use of smartphones and tablets (emarketer). This prediction may soon become a reality with social already looking to beat radio in ad expenditure this year. This will only increase if Snapchat monetised its platform, which can’t be too far off if this new feature is to be of any indication.  

The sooner brands adopt Snapchat and recognise its potential, the easier it will become in the future to fully utilise the platform before it undergoes a digital ad transformation.

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